A: There have been a lot of moments over time. As we focused on North America, we have a very strong relationship with the film industry, which uses our clothing on film sets anywhere it’s cold. We were able to go from being behind the camera to being in front of the camera. That helped us become part of popular culture and become relevant. Kate Upton wore the jacket in 2013 on the cover of Sports Illustrated. She was doing the first-ever fashion photo shoot in Antarctica. That’s the beauty of having a function-first product. Because people want real, authentic things, those things have become fashion.