Feature image: Filson’s flagship store opened its doors at its new location on at November 24, 2015. Photo credit: Filson
“Welcome to First Friday” is a new series on Flip the Media where we introduce the hosts of our First Friday events — monthly gatherings where companies share their expertise and insights with the Comm Lead community, and people can mingle and network in an informal, relaxed environment. This month Communication Leadership students will get to meet Filson employees first-hand on Friday, May 6 from 5:30 to 7:30 p.m. at 1741 1st Ave S, Seattle, WA 98134. The event is free to attend (see event link for RSVP).
Our next First Friday event takes us to the new flagship store of a Seattle company with a pioneering spirit and sense of adventure baked into its DNA.
Filson is one of the global leading manufacturers and outfitters headquartered in Seattle, with a legacy that dates back more than one hundred years. Founded in the middle of the Klondike Gold Rush, over the years Filson has gained a reputation for creating durable, high-quality clothing for outdoorsmen.
Today, the company’s new flagship store is not only a demonstration of the authenticity that Filson strives to incorporate into all of its products and branding, but also a tribute to the adventurous spirit of the Northwest community. Most of the products and interior decorations in the flagship store are hand-picked to showcase the craftsmanship of Pacific Northwest designers, or created with local materials. Walking through the store, it’s easy to see how much effort Filson makes to preserve the Pacific Northwest culture and support the community, while still expressing its own unique brand voice.
But this flagship store is more than just a retail location: it is also where Filson’s business is built from the ground up. Besides being the center of development for corporate strategy and product design, product manufacturing also happens in this building. A transparent window gives customers a firsthand view of how and where the products are made, a testament to Filson’s reputation for honesty, quality and durability. Seeing the employees use careful craftsmanship to produce and fix leather bags, one can see how seriously Filson takes its lifetime warranty.
What kind of culture drives Filson’s success? According to Amy Terai, Filson’s PR Manager, the key is authenticity.
“Filson is an authentic local company that cares about its Northwest community,” Terai explained. “Working at Filson, I don’t feel like I need to make up a story while talking to people, or pitching to the media. It’s just so real.”
With more than 11 years of experience working for the company, Terai has a unique perspective on what people working for Filson should expect of the culture. “Filson is like a long-lasting entrepreneur, you will thrive in this environment while being innovative and pioneering,” Terai explained. “At Filson, people are collaborative and supportive with very open communication. You can always reach out to people when you have any idea. It’s also a fun and rewarding place where you can see your idea come to life!”
At this First Friday event, Comm Lead students and guests will have various opportunities to learn from different perspectives of Filson employees. Speakers at the event will include Filson’s President, Gray Madden, Art Director Joel Brinson, Producer Teddy Boxberger, Marketing Director Melissa Ziegler, and PR Manager Amy Terai.
Attendees will also be able to take a tour to see how Filson’s products are made, as well as explore Filson’s Creative Department Office to see how a global outdoor brand creates its marketing and media plans in a long-term roadmap.
Ready to join the Filson adventure? Come and meet us at the May First Friday!