Air Canada and heritage outfitter Tilley have teamed up on a limited-edition travel accessory celebrating exploration and craftsmanship, arriving just weeks after the passing of the apparel brand’s founder, Alex Tilley.

According to a Nov. 12 release, the Air Canada x Tilley Bucket List Hat is positioned to combine Air Canada’s spirit of exploration with Tilley’s signature durability. The re-imagined made-in-Canada black T1 Iconic Bucket Hat sports the airline’s maple-leaf rondelle front-and-centre, and 90 “bucket list” Air Canada destinations under the brim, something Tilley’s hats have never featured.

“The bucket hat is more than an accessory, it’s a timeless symbol of style and exploration,” said Joe Mimran, co-owner and chairman of Tilley Endurables, in a release. “This collaboration with Air Canada celebrates that enduring legacy, ensuring this iconic hat remains a trusted companion for adventurers.”

The partnership is a “perfect fit,” Andy Shibata, VP of brand at Air Canada, said in the release, adding that “the Bucket List Hat isn’t just a travel piece, it’s a reminder of the journeys that shape us and the moments that make travel special.”

In terms of how it was brought to life, the airline worked with its PR agency, Weber Shandwick, to come up with the concept, built on the insight that “today’s travellers are prioritizing authentic, memory-making journeys that enrich their lives and fulfill deeply personal aspirations,” Kelly McConville, senior manager, routes marketing at Air Canada tells strategy.  The Bucket List Hat is part of a larger Aspirational Network campaign, designed to “capture and celebrate the thrill of travel,” and ultimately “highlighting Air Canada’s extensive and enviable global network,” McConville adds.

The Bucket List Hat launch is amplified by earned media targeting media and influencers across Canada, with PR being managed by Weber Shandwick.

The collaboration follows the death of Alex Tilley (Nov. 1), who created the original Tilley Hat in 1980. He grew the brand into an internationally recognized Canadian symbol known for its lifetime guarantee and blend of practicality and purpose. Tilley sold the company in 2015 to U.K.-based Hilco Capital, which later sold it to Mimran’s Toronto-based Gibraltar & Co. in 2018.

In a recent story in the Globe and Mail following Tilley’s death, Mimran described the founder as “an inventor, an adventurer and a true Canadian original,” adding that his values of “integrity, durability and authenticity” continue to guide the brand as it evolves for new generations.

For Air Canada, the collaboration reflects an ongoing push to connect with consumers in innovative ways. In September, the airline teamed up with DINR through its Aeroplan program to give members access to high-end dining experiences and Air Canada Vacations recently leaned into experiential activations with the launch of its “How Does a Vacation Sound?” campaign.

Previous Tilly partnerships include Tragically Hip x Tilley and New Era x Tilley hats, plus last year’s Tilley Tuff Workwear collection with Rona, positioning the brand at the intersection of nostalgia, lifestyle and utility.

The hats are currently available at Tilley’s flagship stores across Canada and online.