If you’ve ever watched a show made by Taylor Sheridan, you’ve seen someone wearing Filson gear. The 129-year-old outdoor brand is known for its high-quality, American-made clothing and bags that make rugged look fancy and appealing. Ford, the also-pretty-old automaker (which recently released a Carhartt edition Super Duty truck), is known for making many, many Broncos. So many Broncos. You can guess what’s about to happen.
It’s a chocolate-and-peanut butter combination, if the peanut were a $700 wool jacket and the chocolate were a trail-crushing throwback SUV. The first-ever Ford Bronco Filson will debut at a big event in June 3rd, but today Ford gave some journalists a preview at the Filson flagship store in Manhattan.
In addition to the teaser above, Ford also provided one piece of the car inside the Filson store which, I’ve been told, was recreated from a 19th century barn. It’s the spare tire:
It looks good to me. I have no doubt the rest of the car will also look like a Bronco with especially nice touches. Again, I can’t show you the car, but I can show you the vibe:
Will the interior have any touches from the classic Filson Mackinaw Jacket? One can only hope.
Where Ford And Filson Come Together
Dave Rivers, who runs Bronco and Mustang for Ford (clearly, the toughest gig in the company), has been a Filson fan for years and immediately thought the two companies might work well together.
“It was my father-in-law who introduced me to the brand back of the ’90s,” said Rivers, who says he wears his Bronco Filson jacket everywhere. “I can tell you it’s been through the ringer, which is something that we call generational durability… this whole idea of being able to pass something onto generations.”
The first collaboration was for a concept wildland fighting fire truck, which was on display outside of Filson:
Ford donates money and vehicles to outdoor charities through its Bronco Wild Fund and this was meant to celebrate that, although this is just a concept vehicle and not being used (Ford has donated non-concept Broncos).
“Filson and Bronco share a history in the wildest parts of the American landscape, providing the gear and transportation necessary to explore, protect and earn a living from the country’s public lands for decades,” said Neil Morgan, VP of sales and brand partnerships at Filson. “This collaboration speaks to that shared history. We are building on a foundation of purpose-driven utility to bring a production vehicle to the public, offering that same level of field-tested dependability to everyday explorers.”
This experience started the gears moving and, lo and behold, out pops a Ford Bronco Filson that you’ll be able to buy later this year.
Ford Is Historically Good At Doing This
Ford has pretty much always had some sort of tie-up with various clothing and lifestyle brands, going way back to the Bill Blass Lincolns. The most successful iteration, probably, was the tie-up with slightly more proletariat outdoor retailer Eddie Bauer.
One day there were zero Eddie Bauer Ford Explorers in my suburban town, and then the next day there were 900,000 of them, approximately. Maybe 800,000. The iconic green-over-tan look would be used on numerous Fords, including the Aerostar, F-150, Expedition, Excursion, and even the Ford Taurus X.
That deal ended, and there’s been a bit of a lacuna in the Ford tie-up universe. The Filson is a perfect fit in that way.
A Fun Little Treat
As guests of Ford, we were given a chance to get custom coasters made and I got an AUTOPN one for a lucky member! If you get a random coaster in your mailbox that’s what happened.
I like the Eddie Bauer connection a little better, as Bauer (in its heyday) was a proper sporting goods store; it sold clothing, sure, but also outdoor activity hardware. It seemed a good fit for the everyday adventure vibe Ford was seeking at the time. This seems different, quality clothing but sold largely as luxury goods to the well-off. I guess maybe that does fit what Ford is going for these days.
Please tell me this wasn’t the Huge Bronco News but just a warmup act and the Bronco for Five Bucks a Gallon announcement is happening later in the junket…
I bet (hope) Matt was all Did I shave my legs for this?
…a TRIM LEVEL?!?
They don’t call it “Badge Engineering” for nuthin’
I was hoping it’d be a phev Bronco.
Too bad they canceled the Fusion. The Ford Fusion Filson would be quite the alliterative mouthful.
The Mach E should’ve been called Fusion instead. All of the green energy references for marketing are right there.
I’ll never not be annoyed by that.
I completely agree the mach e is horse shit.
The same way Buick should have had an EV luxury lineup called “Electra”
Here’s hoping for plaid seats, just because. Not that this vehicle is something I”m in the market for or could even afford.
Also, pendant alert, through the WRINGER. Like ye olde manual washing machine.
Ahem.
It’s “pedant”, not “pendant”.
Hah, serves me right! I should know better about spellchecks not catching such things. But then my fingers will still type “teh” instead of “the” all the time.
I get annoyed when I try to type “teh” and autocorrect changes it to “the.” Stop screwing with my sarcasm, computer!
LOL Me trying to figure out if he thought the leather coasters were pendants
I hope they go all out and really make the interior something special, Filson is a great brand and it’d look cool in a bronco.
As an aside, growing up I saw Eddie Bauer Fords (like everyone else) literally everywhere. But I had never, ever seen an actual Eddie Bauer store nor did I even know Eddie Bauer was a brand, I literally just thought it was a famous Ford person and they named the trim after him. Imagine my surprise the first time I saw an Eddie Bauer store and it all clicked.
I feel like Eddie Bauer is the better fit for Ford anyway – EB had essentially become a mall rat brand – basically an outdoorsy GAP. Filson is much smaller and more tastefully curated.
When I was a kid, Lincoln came out with those cheesy Bill Blass, Cartier, and Givenchy edition Mark V’s. Those hideous things turned me off of special editions forever.
If your Mom had a Pucci Mark V to go with her Pucci evening gown, you wouldn’t be saying that.
Considering what Ford did with Carhartt – the new Filson Bronco will come in three shades of grey with a grey cloth interior which has a little Filson tag sewn in the seam.
Yay.
“Introducing the 2026 Ford Bronco Filson 50 Shades of Grey Edition!”
A decade too late, throw some of those north west warewolf vampires in there. The kia souls and jeeps would be lining up to be traded in on the special edition.
Meanwhile, I thought the Volvo C30 was the real star of at least the first film, though its co-star, a ’63 Chevy pickup, was lovely too.
I did too with the bits I’ve seen. I just wish it was the green with the spaceball. That’s the real star C30.
Funny story, while tailgating at a Patriots game, a guy was being rude and impatient about having to wait for crowds. He was driving an Explorer and my buddy said, “I bet a beer that it’s an Eddie Bauer edition.” It was.
I only know Filson as the super expensive store you walk past to go to a Mariners/Seahawks/Sounders game.
I don’t know who/what Eddie Bauer or Filson is. I guess I’ll take a Hanes edition.
Here’s your six-pack of tightie whities
See you next year.
Partnering with Filson = good
Partnering with Jack Doherty = bad
Be glad that they partnered with the former and not the latter.
Matt, your lack of an Elmer Fudd-style plaid hat with earflaps in the vibe photo is disappointing.
I LOOKED FOR ONE!
True dedication considering it’s 94 in New York today.
I’ll hold out for the King Ranch Bronco
At this rate it will be the dutton ranch bronco
I’m holding out for the Hidden Valley Ranch Bronco
One of my favorite globalization quirks is that flavors travel, but names don’t always. There isn’t really any understanding of “ranch” dressing outside North America, so Doritos Cool Ranch becomes Cool American.
So export could be “Cool American Bronco” and I’d be down.
I feel mean-spirited for doing this, but I can’t stop myself…
Meanwhile, over at Stellantis:
RAM Exec: Ford just announced some Filson edition Broncos.
RAM Exec 2: Well shit. (cracks beer) Do what I told you to do weeks ago and call that beer hat guy.
Nah they got Dana White to do an ad already. They already know they got that UFC Target demographic on lock
It’s actually insane that there isn’t a Tapout edition RAM.
They should buy slitz from whatever pe pbr is now. Can call it the former Americans legion series or something. Or better yet strohs
It’ll be the
CadillacLincoln of Broncos.Ahh yes, collaborating with the brand best known for longevity, durability, and reliability, Toyota, oh wait, They chose Ford? Lol, Lmao even.
I read this quickly and initially read it as “Failson”. Then thought that couldn’t possibly be right and read it a second time slower.
Seems like if a person can swing the high trim Bronco this will inevitably be based on a $700 coat is cup holder change.
The Ford Failson went by Edsel
COTD
“Failson”
https://www.theautopian.com/15-years-ago-aston-martin-tried-to-make-an-in-between-car-for-its-tiny-lineup-that-totally-flopped/
Also, all I can hear is this being said by SWG: “Fail, son!”
AEV did a Filson Wrangler and Gladiator. I’d expect this to be similar.
That AEV Filson Wrangler is beautiful. They really nailed the paint color and the leather / canvas seats.
AEV does good work in general. Hard for me to imagine paying more for the Filson. I really like the regular AEV F1 seats.
Here in the PNW, Seattle is Filson home, if Patagonia isn’t pricey enough, you’re going to want to go to Filson’s new line; POSERS ONLY. The working folk wouldn’t be seen in them, nor could they afford the consequences of working in that livery.
The only time I have run into Filson is I knew one guy with several Filson coats (this is East Coast), and he was a rich financial markets trader for UBS with little moral compass.
This is 100% correct. Filson is the outdoor brand for rich posers.
My favorite recent cross promotion was the Saddleback Leather Toyota Tundra.
https://pressroom.toyota.com/toyota-unveils-2024-tundra-1794-limited-edition-at-state-fair-of-texas/
Whoa. That’s really, really good leather goods. Bought one of their briefcases close to 20 years ago, and it’s held up really, really well. If the quality of the hides in the truck is anywhere close to that… wow.
100% agree. I have a couple of them in that age range. Only thing that’s changed is how astronomical the prices are now.
I think it is a Mackinaw jacket, not a Mackinac jacket.
Michigan resident here. I do not give a shit about this brand, and as such I do not know which spelling they use and am not going to google it, but either way it is pronounced the same:
Mackinac for the bridge across the straits or the island
Mackinaw for the city at the tip of the lower peninsula
Thanks Biden! Just what we need, more autopen
Why announce this without showing the vehicle. What are they keeping a secret? Do they not want Bentley swooping in and taking this away?
To get two days of press coverage out of it
I’m not familiar with Filson, but I am familiar with Wilson.
Can we get ads that feature Tom Hanks talking to it on an island and Tim Allen grunting at it over a fence?
And, if not, can we at least get plaid seats like the jacket and pillows in your vibe check?
Nope, can’t get non-leather seats (I assume). Not allowed on a “prestige”vehicle.
Bonus if they do it as Woody and Buzz.
If you can afford the Filson, you can afford to have custom seat fabric installed…
A Ford exec taking about “generational durability” is pretty funny.
I don’t know how successful this will be. Eddie Bauer was always pretty recognizable brand; I think the circles that know (or care) about Filson are much smaller. I’ve never heard of it till fairly recently, and now that I do I think it’s probably more appropriate for an F-Series.
Yes, and LL Bean might be another good fit.
Subaru thing.
Ehhhhh, it was a Subaru thing. The Subaru demographic and the LL Bean company are currently not talking to each other.
Yeah, Filson used to be a pretty niche brand that quietly made extremely high quality stuff in the USA (I have one of their oilskin jackets from my grandfather made in the 1940s, still in excellent condition). Naturally, they got bought out by a PE firm in 2005 and have become just another outsourcing corporate brand wearing a heritage skinsuit. Avoid at all costs.
I didn’t know that, but I am not surprised at all.
If something you used to like now sucks, it’s likely because of PE.
sadly that now includes education and healthcare.
*sigh*
Public equity is equally capable of fucking things up, but in Filson’s case it’s a truly a private firm. Or actually a series of them, quietly passing the buck.
I’m old enough to remember when Abercrombie and Fitch was a well-respected brand of outdoor gear.
Ooo, I have one of their vests from my grandfather too, it’s quite nice!
As a young person I did not have any awareness of EB until the ford versions and I then ran into a EB store in the Mall of America.
My buddy called them “Eddie Bruiser”.
How much damage did you do?
My guess is that the circles that know and care about Filson are the ones with enough money to buy this, and are absolutely thrilled to know that we poors haven’t even heard of the brand.
In the target market’s eyes, an Eddie Bauer tie-in in 2026 might be seen as similar to a Walmart or IKEA edition.
To be fair, I didn’t know what Eddie Bauer was for years other than a Ford truck with leather.
To be fair, he didn’t say a generation of what. Could be iPhones.