Alex Tilley, the Canadian entrepreneur and inventor who created one of the nation’s most recognizable fashion and adventure accessories, passed away on October 28, 2025, at the age of 87. Best known as the founder of Tilley Endurables and the designer of the world-famous Tilley Hat, he leaves behind a lasting legacy rooted in craftsmanship, adventure, and authenticity.
Born on January 8, 1938, in Mount Albert, Ontario, Alex Tilley’s path to entrepreneurship was far from direct. Raised in Kitchener and Sudbury, he overcame a childhood brain injury and learning disabilities before earning a BA in Economics and Psychology at the University of British Columbia. His early career saw multiple failed attempts at business, but persistence ultimately paid off.
In 1980, while pursuing his passion for sailing, Tilley grew frustrated with the poor quality of existing hats. Taking matters into his own hands, he designed one that could withstand wind, water, and wear and, in the process, gave birth to the now-iconic Tilley Hat. Friends soon began requesting hats of their own, and what began as a hobby quickly evolved into Tilley Endurables, a full-fledged business manufacturing clothing and accessories designed for adventure.
Reinventing Practicality with Purpose
Tilley’s philosophy centred on combining utility and durability with a sense of humour and integrity. Each product was backed by a lifetime guarantee, reflecting his belief that customers should never have to replace a Tilley item because of poor quality. His legendary marketing stories, including tales of hats that survived being trampled by elephants or recovered after ocean voyages, became part of Canadian retail folklore.
Over the decades, Tilley Endurables built a devoted following among travelers, adventurers, and outdoor enthusiasts around the world. The brand’s hats were even supplied to Canadian soldiers during the Gulf War and worn by explorers like Sir Edmund Hillary.
Building a Canadian-Made Legacy
Operating from Toronto for more than 35 years, Tilley prioritized domestic manufacturing and job creation. He cultivated a team dedicated to producing apparel and accessories that embodied Canadian craftsmanship. By the late 1980s and 1990s, Tilley Endurables had expanded internationally, operating company-owned stores in Canada, distributing in the United States, and shipping to countries like Australia, Japan, and the United Kingdom.
The company became a pioneer in direct-to-consumer retailing with its catalog business, which reached thousands of loyal customers worldwide. Each catalog featured Tilley’s distinctive voice — humorous, honest, and unfailingly focused on quality.
Transition and Retirement
In 2015, Alex Tilley sold his company to the Canadian arm of UK-based Hilco Capital. Having achieved his vision, he retired to Muskoka, Ontario, where he devoted time to charitable work and community causes. Known for his optimism and generosity, he remained a source of inspiration to many.
His biography, The Endurable Alex Tilley by Nancy E. Beal, chronicles his life story and captures his remarkable resilience.
A New Era for a Heritage Brand
Following the sale, the Tilley brand entered a new chapter of evolution and growth. In 2018, Toronto-based investment firm Gibraltar & Company, led by Joe Mimran, acquired the brand. Mimran, known for founding Club Monaco and Joe Fresh, assumed the role of chairman and creative director, working closely with partner Frank Rocchetti and designer Kim Newport-Mimran.
Under Gibraltar’s ownership, Tilley underwent a thoughtful modernization while staying true to its heritage. Product design was refreshed with new silhouettes, technical innovations, and colour palettes appealing to younger consumers. The brand also expanded into winter apparel, performance outerwear, and loungewear.
The Spirit of Endurability Lives On
Today, Tilley stands as a revitalized Canadian lifestyle brand. Under Gibraltar’s leadership, the brand is supported by a strong e-commerce business and modernized retail presence.
The company remains headquartered in Toronto and continues to produce its signature hats locally. Joe Mimran, Chairman and Creative Director of Tilley, shared a heartfelt statement marking Tilley’s passing.
“It is with great respect and admiration that I share the news of Alex Tilley’s passing at the age of 87.
Alex was more than an entrepreneur — he was an inventor, an adventurer, and a true Canadian original. His quest to create a better hat — one that could endure every adventure — sparked a brand that became synonymous with quality, craftsmanship, and the spirit of exploration.
He built Tilley Endurables with an unwavering commitment to excellence, standing behind his work with a lifetime guarantee and a philosophy that combined practicality with purpose. That same spirit continues to guide us today as we evolve the brand for new generations while staying true to its timeless values of integrity, durability, and authenticity.
On behalf of the entire Tilley team, we extend our heartfelt condolences to Hilary and the Tilley family. Alex’s passion, humour, and integrity will always remain at the heart of the Tilley story.”
“A good man who made a better hat.” — Joseph Mimran, Chairman, Tilley
Tilley Sport and the Next Generation
The Tilley name continues to expand under Kim Newport-Mimran, who leads Tilley Sport, the brand’s performance-focused division. Merging technical innovation with refined design, Tilley Sport reflects the modern evolution of the brand — one that celebrates its founder’s adventurous spirit while embracing contemporary style.
On October 28, 2025, the same day of Tilley’s passing, Tilley Sport presented its Spring/Summer 2026 collection at a high-profile runway show in Toronto. The event showcased luxury technical fabrics and elevated performance wear designed for both sport and leisure. Newport-Mimran’s creative direction embodies the same dedication to durability and quality that defined Alex Tilley’s original vision.
Remembering the Man Behind the Hat
Alex Tilley’s story is one of perseverance, invention, and the power of authenticity. His entrepreneurial journey mirrors the essence of Canadian innovation — practical, purpose-driven, and quietly world-class. Through Tilley Endurables, he not only built a global brand but also championed a philosophy of craftsmanship and integrity that continues to inspire.
Though the man himself is gone, his influence lives on in every Tilley Hat worn on a sailboat, hiking trail, or city street around the world. His legacy is stitched into the brand’s DNA, a testament to his belief that quality and care never go out of style.
As Joe Mimran reflected, “Alex was more than an entrepreneur — he was an inventor, an adventurer, and a true Canadian original.”
How beautifully written. Thank you so much. My father Alex would have been delighted to read this and is probably up there signing Tilley Hats in heaven. Well done.