By  on February 1, 2017

TORONTO — For 37 years, Tilley Endurables’ beige, wide-brimmed sailing cap has been its trademark worldwide, becoming a top pick for Gulf War soldiers as well as outdoor enthusiasts like Britain’s Prince Philip and famed explorer Sir Edmund Hillary.

Despite such admiration for its signature product, the Canadian hat manufacturer is now focused on wooing younger consumers to the brand, according to chief executive officer Andrew Prendergast.

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