Summit Ice Apparel

Summit Ice Apparel is a Canadian not-for-profit apparel venture founded in Vancouver in 2015 by comedian and television creator Nathan Fielder. The brand was created as a response to a controversy involving Taiga, a Vancouver outdoor-clothing company that had published a tribute to Doug Collins, a journalist identified in reporting about the incident as a Holocaust denier. Fielder’s response was to establish a competing outerwear label whose commercial purpose was explicitly linked to Holocaust education and opposition to Holocaust denial. The company’s principal product has been the soft shell jacket. Its branding uses the slogan “Deny Nothing,” a phrase that combines a direct rejection of Holocaust denial with the language of outdoor and technical apparel. In 2025, the slogan was expanded with the additional line “Stand for Everything.” The company has stated that all profits are donated to the Vancouver Holocaust Education Centre, giving the brand a philanthropic and educational purpose rather than a conventional profit-maximizing retail model. Summit Ice became widely known through Fielder’s Comedy Central television series Nathan for You, particularly an episode from the show’s third season that presented the company’s formation and marketing strategy in the program’s characteristic documentary-comedy style. The brand’s origin story, its confrontation with Taiga, and its use of deliberately stark messaging made it both a real apparel business and a media project. In March 2017, Summit Ice operated a Vancouver pop-up shop where customers could purchase its jackets and exchange Taiga jackets for Summit Ice products. The brand later appeared in connection with Fielder’s HBO series The Rehearsal. In 2025, renewed attention followed the removal of the Nathan for You episode featuring Summit Ice from Paramount+ worldwide after the platform’s German division raised concerns about antisemitism amid the Gaza war. Fielder discussed the decision in the second episode of the second season of The Rehearsal, describing Summit Ice as his proudest achievement. Around the same period, Summit Ice announced additional products under the Cypress Collection and introduced the expanded “Deny Nothing. Stand for Everything” wording. The collection’s self-critical marketing acknowledged that the company had historically prioritized Holocaust awareness over product quality. Summit Ice occupies an unusual position in the apparel sector. It is a small, cause-led outerwear brand whose visibility has depended heavily on television, satire, controversy, and public discussion of Holocaust memory. Its products are functional soft shell garments, but the brand’s central value proposition is ethical and educational: purchasing is presented as a way to support the Vancouver Holocaust Education Centre while publicly rejecting Holocaust denial.

Summit Ice Apparel was established in Vancouver in 2015 by comedian Nathan Fielder. Its creation followed a controversy involving Taiga, a Vancouver outdoor-apparel company that had posted a tribute to Doug Collins, a journalist described in accounts of the incident as a Holocaust denier. Fielder responded by producing his own soft shell jackets and establishing a brand whose stated mission connected apparel sales with Holocaust education. The company’s early development was documented in the third season of Nathan for You. Rather than functioning solely as a conventional clothing label, Summit Ice was presented as a real business built around a social and historical message. Its slogan, “Deny Nothing,” was designed to reject Holocaust denial while retaining the concise, assertive tone commonly used in outdoor-clothing branding. The company stated that 100 percent of its profits would go to the Vancouver Holocaust Education Centre. According to the brand’s documented history, Summit Ice generated $300,000 in sales during its first eight weeks. In March 2017, it expanded its public presence through a Vancouver pop-up shop. Customers could purchase Summit Ice jackets and exchange Taiga jackets for Summit Ice products, turning the commercial dispute into a visible public campaign. The exchange program also reinforced the brand’s role as a direct alternative to Taiga rather than simply another outdoor label. Summit Ice later appeared in Fielder’s HBO series The Rehearsal. In 2025, the company returned to public discussion after Paramount+ removed the Nathan for You episode featuring Summit Ice from its worldwide service. The decision followed concerns expressed by the platform’s German division about antisemitism in the aftermath of the Gaza war. Fielder addressed the removal in the second episode of The Rehearsal’s second season and referred to Summit Ice as his proudest achievement. The 2025 resurgence also coincided with a product and branding update. Summit Ice announced the Cypress Collection and added “Stand for Everything” to its established “Deny Nothing” slogan. The collection’s marketing reportedly used intentionally self-critical language, acknowledging that the company had emphasized Holocaust awareness more than apparel quality. This framing preserved the brand’s satirical origins while presenting the new products as part of a more developed commercial offering. Summit Ice remains distinctive because its identity is inseparable from its cause, founder, and media appearances. Its primary merchandise consists of soft shell jackets and related branded apparel, while its central institutional commitment is the donation of profits to the Vancouver Holocaust Education Centre. The brand’s history therefore combines nonprofit retail, public education, television comedy, and activism against Holocaust denial.

• 2025

  Cypress Collection and expanded slogan announced

  [1]Summit Ice Apparelen.wikipedia.org

  The brand introduced the Cypress Collection and the expanded wording “Deny Nothing. Stand for Everything.”

• 2017

  Vancouver pop-up exchange campaign

  [1]Summit Ice Apparelen.wikipedia.org

  Summit Ice opened a pop-up shop where customers could buy its products or exchange Taiga jackets for Summit Ice jackets.

• 2015

  Summit Ice founded

  [1]Summit Ice Apparelen.wikipedia.org

  Nathan Fielder established Summit Ice Apparel as a response to Taiga’s tribute to Doug Collins, with profits designated for Holocaust education.

• 2015

  Early sales reach $300,000

  [1]Summit Ice Apparelen.wikipedia.org

  The company reportedly recorded $300,000 in sales during its first eight weeks.

A cause-led, not-for-profit outerwear brand combining functional apparel with Holocaust education and explicit opposition to Holocaust denial.

• Outerwear · 2015

  Soft shell jackets

  Summit Ice’s principal product is a branded soft shell jacket. The garment serves as both functional outdoor clothing and a vehicle for the company’s “Deny Nothing” message. Its commercial role is connected to the brand’s stated commitment to direct all profits to the Vancouver Holocaust Education Centre.

• Apparel collection · 2025

  Cypress Collection

  The Cypress Collection was introduced during Summit Ice’s 2025 resurgence. It represented a new product line accompanying the expanded “Deny Nothing. Stand for Everything” branding. Public descriptions characterized the collection with deliberately self-critical messaging about the company’s earlier emphasis on Holocaust awareness over apparel quality.

• 2025Deny Nothing. Stand for Everything

  Canada · United States

  Summit Ice expanded its established “Deny Nothing” slogan while launching the Cypress Collection and returning to public attention through The Rehearsal.

  Outcome. The update renewed attention to the brand’s educational mission and its relationship with Nathan Fielder’s television work.

  Source
• 2017Taiga Jacket Exchange

  Canada

  At a Vancouver pop-up shop, members of the public could exchange Taiga jackets for Summit Ice jackets. The activation translated the brand’s origin story into a direct customer-facing protest and acquisition campaign.

  Outcome. The campaign increased the visibility of Summit Ice as an alternative to Taiga and reinforced its connection to Holocaust education.

  Source

• 2025

  Launch the Cypress CollectionProduct launch

  Background

  The product update accompanied renewed attention to Summit Ice after the removal of the relevant Nathan for You episode from Paramount+.

  Action taken

  Summit Ice announced a new product line and expanded its slogan to “Deny Nothing. Stand for Everything.”

  Aftermath

  The update positioned the brand for a renewed public presence while retaining its Holocaust-education mission.

  Source

• 2015

  Create a cause-led apparel company in response to TaigaStrategy

  Background

  Fielder created Summit Ice after learning that Taiga had published a tribute to Doug Collins, who was identified as a Holocaust denier.

  Action taken

  He launched a competing soft shell jacket brand and committed its profits to the Vancouver Holocaust Education Centre.

  Aftermath

  The venture became a documented business and a recurring subject of Fielder’s television projects.

  Sales. $300,000 (First eight weeks after launch in 2015)

  Source

1. 1Summit Ice Apparelen.wikipedia.org