Filson (1899), company histroy deep-dive

OK, so I’ll be in Salt Lake City next week for OR 2025. It has been a while, so I’m looking forward to catching up with a few familiar faces. I am, however, managing my expectations as I know that the show is not what it once was. We’ve taken a small 10ft x 10ft booth in the main camping hall - booth 16033. Feel free to call by or reach out at the email address below if you’d like to catch up on anything CRUA or Outdoors Crowd related.. I noticed that the Grassroots Outdoor Alliance show In Reno was well received last week.

This show is being pitched as innovation led, and focused more on newer / smaller brands. I’m fairly sure this pivot was enforced due to the turmoil over the years, but I may be a born sceptic! We were given lists of big-box buyers etc. that will attend, so let’s see…I will certainly report back after the show with a full update. You can see the full exhibitor list at a link at the bottom of this newsletter.

🪓 From Railroad to Outfitter: Clinton C. Filson’s Journey (1850–1899)

The story begins with Clinton C. Filson, born in 1850 in Ohio, raised amid pioneer grit in Nebraska, and elected mayor of Humboldt at just 30 before heading west to chase dreams of homesteading and adventure. At 40, he and his wife moved to the newly minted state of Washington, where he opened a general store in Kirkland – now a suburb of Seattle – with his brother and a friend named Albert Timmerman. This venture didn't work out, so Filson decided to try a more targeted market. By the early 1890s, Filson was supplying settlers in Washington and working the railroad, learning what rugged gear was truly required by those living or toiling off-map.

Then came 1897—and the Klondike Gold Rush. Thousands of prospectors poured through Seattle, ill-prepared for subzero temps, battered gear, and starvation rations. Filson seized the moment - Carpe-d that diem, so to speak! Couldn’t resist..), launching C.C. Filson’s Pioneer Alaska Clothing and Blanket Manufacturers, located in the mining district off First Avenue.

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Filson placed newspaper ads promising “kits sufficient to carry 300 miles north.” His company became the trusted outfitter of men bound for the far north in a vert quick space of time. Solving a real problem, with a pain-killer solution. No vitamins here!!

🌨️ Built for Brutal Conditions: Early Innovations

In those early years, Filson built its reputation on pure toughness:

• The Mackinaw Cruiser, patented and launched in 1914, became legendary for its double-layered wool, reinforced shoulders, and map pocket.

• Tin Cloth, a waxed canvas originally sourced from the UK and later produced domestically, became a staple for loggers, trappers, and fishermen.

• The company ethos: use the strongest materials available and never promise what the product can’t deliver.

Filson genuinely believed that gear should work harder than the man wearing it—and customers came to believe it, too. This is something the company says still stands today. As the owner of a couple of Filson bits, I have to say that I agree. Certainly not cheap, but they feel (almost!) bulletproof..

Short interruption for your opinion please. We’re launch 2 new products this summer, one very soon. We’ve had requests from readers to share some of the methodologies, details, headaches etc. So, a quick poll please - it’s important.

🏔️ Surviving the Fade of the Gold Rush (1899–1930s)

As gold fever faded by the turn of the century, Filson shifted gears. This adaption proved crucial - as it so often does. The brand found its place with loggers, government surveyors, outdoorsmen, and later ranchers and hunters. It quietly weathered the Great Depression and both World Wars with a simple formula: stay rugged, stay real.

After Clinton’s death in 1919, leadership passed to his widow, Winifred, and nephew, George Stroble. They stayed true to his values, resisting trends and keeping the focus on making functional gear that did what it said on the label. George Stroble took over the reins of the C.C. Filson Company fully following the death of Winifred in 1958, and led the company until his own death in 1964

🛠️ The Kohls Era: Heritage Without Compromise (1981–2005)

In 1981, Filson was bought by Stan Kohls, a Montana-born ski gear entrepreneur. Unlike many who buy legacy brands, Kohls had no interest in watering it down. He expanded the catalog from 35 to over 250 items but insisted on maintaining traditional craftsmanship. No Velcro. No plastic zippers. Just horn buttons, brass, leather, and thick wool.

In 1991, Filson introduced its now-famous bridle leather duffel bags and luggage. These pieces were inspired by early 20th-century utility gear and remain part of the line today.

Kohls also began opening flagship stores and made early moves into women’s wear, without overreaching.

💼 Private Equity and a New Direction (2005–2012)

In 2005, private equity firm Brentwood Associates acquired Filson, with ambitions to scale the brand more aggressively. A new leadership team, including veterans from Ralph Lauren, introduced a “Lodge Line” aimed at urban professionals. They invested in direct-to-consumer marketing, catalogs, and expanded international distribution.

Not all of it resonated. Longtime customers definitely worried the brand was drifting too far from its roots. Indeed, having read through Reddit discussions, that worry seems to still exist in certain circles.

But others welcomed the broader access, and Filson’s e-commerce presence grew steadily.

🧭 Bedrock Manufacturing & The Seattle Revival (2012–Present)

In 2012, Filson was acquired by Bedrock Manufacturing Co. (named for The Flintstones hometown and founded in 2003), led by Tom Kartsotis, founder of Shinola and Fossil. This new chapter focused on returning the brand to its roots—while investing in infrastructure that could support long-term growth.

A new 57,000-square-foot manufacturing facility was built in Seattle. Over 100 skilled workers were hired. Heritage products like the Cruiser and Tin Cloth Jacket continued to be produced locally, while some non-core products began to be manufactured in Los Angeles to control costs.

Filson stores opened across Japan, Italy, Canada, and in major U.S. cities. A new women’s line gained traction, particularly among urban outdoors fans.

In 2021, industry veteran Paolo Corinaldesi took over as CEO. By 2025, he was succeeded by Tim Bantle, formerly of Eddie Bauer, who now leads the company into its next phase.

💰 Where Filson Stands Today

Filson’s estimated annual revenue exceeds $130 million. With over 15 flagship stores worldwide and 300+ wholesale partners, the company has grown revenue by over 40% in the last five years.

Its products now ship globally, and its collaborations have gained attention from both legacy customers and design-minded newcomers.

⚙️ Innovation Without Gimmicks

Filson isn’t in the business of gimmicks or tech-heavy wearables. Its idea of innovation looks more like:

• Machine-washable waxed canvas

• Updated cuts and sizing for urban environments

• A full women’s collection that maintains rugged authenticity

• Collaborations with Levi’s, nanamica, and Nigel Cabourn

• Subtle refinements to classic silhouettes without losing the feel of field gear

New, yes. But always on-brand.

🚧 Challenges and Lessons Along the Way

Filson has hit bumps, from post-gold rush contraction to modern criticism over overseas production. The Lodge Line experiment didn’t last. And balancing growth with authenticity remains a tightrope walk - especially with a brand like Filson.

But, in fairness, through every era Filson has found its way back to what matters: functional gear that outlasts trends. Sticking to the core USP.

Tim Bantle’s challenge is to guide the company through international expansion while maintaining domestic credibility. Balancing the production is going to be a key part of that strategy. So it would seem that the strategy is simple: evolve with care. But I think there may be more main stream opportunities for brands like Filson as people start to shift away from ‘Fast Fashion’. It’ll be interesting to see if they embrace them.. Some brands are about trends. What started as a gold rush outfitter is now a global outdoor brand. Yet Filson remains one of the rare companies where 100-year-old designs still stand tall next to the new stuff. It’s gear that’s been tested on timber lines, fishing boats, trailheads, and even runways. This brand has always been about trust and core beliefs. If that endures, it will always stand to them. Sometimes slow and steady does win the race.

📊 Summary - Filson by the Numbers