Canterbury of New Zealand - World’s Toughest Activewear

Copywriter

What does it mean to be tough?

Is it to be strong, aggressive or “hard”? Maybe.

To us, it’s more than the physical. Tough is showing up morning after morning in the finger numbing cold, determined not to let yourself or anyone else down.

Tough is having the courage to wade into the unknown.

Tough is knowing that even when failure is inevitable, the regret of not trying would be worse.

It’s sacrifice. It’s getting back on the horse. It’s using your mind, as an essential part of your might.

This is the tough that’s woven into the fabric of our culture, our community, and our clothes. It has been for over 118 years.

When you wear CCC , it’s not about showing off or making a statement. It’s about showing up in the moments that matter and standing up for something more than just the clothes on your back.