Prior to the widespread use of the internet – and long before fashion collaborations became commonplace – automobile manufacturers regularly partnered with clothing labels for limited-edition cars.
It might seem crazy now, but back in the day, Peugeot collaborated with Lacoste to launch the 1984 French Open. Subaru joined forces with L.L. Bean for a limited-edition Outback. Eddie Bauer and Ford came together for a highly capable version of the Explorer. And that’s just naming a few.
Somewhere along the way, though, automobile and clothing label collaborations fell to the wayside. Only remembered on Pinterest boards – serving as a reminder that, once upon a time, cars weren’t just boring hunks of metal. They were vehicles for self-expression.
However, it seems someone at Ford HQ might’ve fallen down the same Pinterest rabbit holes as we have, because the brand has just announced the release of a collaboration Bronco with none other than Filson.
The Ford Bronco was originally launched in 1965 – a time when most people didn’t really care how their vehicle looked, or whether it was comfortable or efficient. All that mattered was whether it got the job done, and the Bronco did it all. Hauling farm supplies. Traversing rugged terrain. Scrambling up gradients you wouldn’t even dare walk.
The Bronco was more than a vehicle. It was a tool. And that’s exactly why the partnership with Filson makes so much sense.
Filson’s origins predate the Bronco by roughly 70 years, but the philosophy behind the brand and the vehicle is remarkably similar. Only, instead of one getting its owner across the wilderness, the other was designed to protect them from it. Waxed hunting jackets. Quilted down midlayers. Tear-resistant trousers. Filson’s products made the worst of the American outdoors tolerable.
Filson has existed alongside the Ford Bronco for years – usually in the form of a waxed coat draped over torn rear seats. But seeing the two partner in the 21st century demonstrates that the philosophy behind both brands is as strong as ever.
The vehicle itself is big, aggressive, and capable. Available in rust red and deep green, complete with removable Filson saddle bags in the doors, quilted seats, and an array of Filson branding throughout the interior and exterior – it’s inevitably already made its way onto the very same Pinterest boards we were talking about at the start of this article.
And accompanying the vehicle is a slew of collaborative apparel, ranging from tees to hoodies, that’ll make you feel patriotic even if you’ve never set foot in America. Ideal if you don’t happen to have a spare $75,000 lying around for the vehicle itself.
All in all, maybe this is the turning point. The moment that brings the automobile collaboration back into the spotlight. We definitely hope so. But even if not, this Ford Bronco should tie us over for the next 25 years.
Find out more about Ford x Filson at Ford
