Exploring the 85-Year History & Evolution of "Columbia" Built by a Portland Housewife into a Global Brand

Born in 1938 in Portland, Oregon, America, "Columbia" is a brand known by everyone. Let's delve into its 85-year history. Additionally, we talked to Noriyuki Naito and Yuki Tachibana from Columbia Sportswear Japan Co., Ltd. about "Columbia Black Label", a Japan-exclusive line.

The Person Called Gert Boyle, Known as the Mother of Columbia

"Columbia was born in Portland, Oregon, in the United States in 1938, marking its 85th anniversary in 2023. The founder moved from Germany to the United States in 1938 and started Columbia Hat Company by purchasing the rights to a hat store.

"Later, the founder's daughter, a housewife named Gert Boyle, became the president. She is the one who grew Columbia into a global brand and came to be known as the Mother of Columbia. Gert Boyle passed away in 2019 at the age of 95, but she remained as the chairman until just before her death."

You Forget Good Meals but Remember Bad Ones Forever

"Gert Boyle was an idea woman, and she herself appeared in advertisements from the 1980s to the late 1990s. She said, 'You forget good meals but remember bad ones forever, so I appear in advertisements.' Even though she was a housewife, not a model, she continued to appear in witty, impactful advertisements."