Alex Tilley’s life story has been written by author Nancy E. Beal in a 330-page book entitled The Endurable Alex Tilley. As the founder of Tilley Endurables, he became a Canadian icon when his self-proclaimed “persnicketiness” for quality earned him a devout following. A quirky and complex personality, Tilley provided top-quality travel and outdoor clothing. He became internationally famous for the crown of his creations: a Canadian-made cotton hat sold with an owner’s manual, insurance policy, and lifetime guarantee.
This in-depth biography, injected with light-hearted banter, explores many of Tilley’s challenges including a childhood brain injury, a learning disability, as well as academic failures in high school and at university. His first business venture also failed and, as an employee, he was fired numerous times. In desperation, he returned to entrepreneurship and eventually enjoyed moderate success in the art rental business before inventing the Tilley hat—as a hobby—in his early 40s.
Tilley’s hobby was propelled into business success through his informal, witty advertising copy and strategic use of customer testimonials. Well-known luminaries, including Sir Edmund Hillary of Mount Everest fame, praised the functionality of the hats and clothing. The true story that a Tilley hat had survived passage through the digestive system of an elephant—not once but three times—became part of the legend. The Hat earned further endearment, in Tilley’s home country, when it was supplied to Canadian soldiers in the Gulf War.
Enroute to success, Tilley endured a protracted lawsuit with a business partner as well as ups and downs with four wives. The book is about the man and his business—so intertwined that even a court of law recognized they could not be separated.
The author, Nancy Beal, met Tilley at a business seminar while covering the event for North Country Business newspaper. “He caught my attention. Not only was Tilley witty, creative and quirky, but he also demonstrated a passion for his business and his customers that was palpable,” she recalls. “As a writer, I deeply admired his marketing acumen: creative, clever and inspiring. His fervour for quality and customer service set him apart in business. Who was this person, really?”
“The Endurable Alex Tilley is a wonderful book,” says Tilley. “It’s very well written. I didn’t realize my life was so interesting until I read the book. It helped me remember all my steps and missteps (oh well…I did my best!). I believe this book will be of interest not only to Canadians and entrepreneurs, but also to anyone looking for a good read.”
In April, the book is being launched at two events, one in Toronto, where Tilley Endurables was headquartered for many years, and one in Muskoka, home of Beal and Tilley.
Don’t miss out on Doppler!Sign up here to receive our email digest with links to our most recent stories.
Local news in your inbox three times per week!
Click here to support local news
0 Comments