Ford and Filson join forces to create a premium off-road SUV
Ford has decided to elevate its Bronco SUV to a new level by partnering with the renowned outdoor apparel brand Filson. This Seattle-based brand has long produced gear for the type of customers Ford sees as potential buyers. Now, the Filson name will appear on a production SUV. The premiere of the Bronco Filson model is scheduled for June 3, with sales beginning in early 2027.
Ford positions the new model as a “premium SUV for adventure seekers who need reliable gear in harsh conditions.” This is not the company’s first such experience — it previously collaborated with Carhartt. It is also worth mentioning Subaru, which for years leveraged its partnership with L.L. Bean, targeting a shared customer base. The same principle applies here.
What the teaser shows and what to expect from the interior
Despite the marketing slogans, the teaser focuses on the rear of the vehicle. It shows the Bronco Filson branding on the spare tire cover. The SUV features a four-door body painted in a metallic green color, with a matching hardtop. Massive tires and widened wheel arches hint that the Sasquatch package will be included in the trim.
The interior remains a mystery for now, but it is here that Filson’s influence is expected to be most noticeable. It can be assumed that the SUV will feature unique leather upholstery and new inserts inspired by outdoor apparel design.
Dave Rivers, head of Ford’s enthusiast brands division, noted that the collaboration with Filson was natural: “Bronco was built for a purpose — it’s tough, capable, and honest. Filson operates with the same discipline.”
Neil Morgan, vice president of sales and brand partnerships at Filson, added that while many companies use the word “premium” to denote sophistication or luxury, they imbue it with the meaning of reliability: “It’s not about a glossy finish; it’s about whether the gear performs better and lasts longer than anything else you can buy.”
History of collaboration and future plans
The brands have crossed paths before. In 2020, Ford and Filson created the Bronco × Filson Wildland Fire Rig concept, dedicated to firefighters and tied to fundraising for the National Forest Foundation. Now, the partnership has evolved from a one-off concept to mass production.
More details about the Bronco Filson will be released gradually leading up to the premiere on June 3. American dealers will receive the vehicle at their lots in early 2027.
This partnership is a logical step for Ford, which aims to solidify its presence in the premium SUV niche focused on an active lifestyle. Collaborating with a reputable brand like Filson not only elevates the model’s status but also attracts a loyal audience that values quality and reliability in everything — from clothing to vehicles. Given Ford’s previous experience with Carhartt and successful examples from other automakers, this move seems well-justified and could significantly strengthen the Bronco’s position in the market, especially among buyers seeking not just a vehicle, but a true companion for adventures.