- Ford partners with Filson for a premium and rugged Bronco trim.
- Teaser reveals a 4-door Bronco with a branded spare tire cover.
- The off-roader will debut on June 3, and go on sale in early 2027.
Ford is pushing the Bronco further upmarket, and the partner doing the heavy lifting on the lifestyle front is Filson. The Seattle outdoor apparel brand has been making gear for the kind of customer Ford thinks it wants in showrooms, and now its name will sit on a 4×4. The Bronco Filson has been teased ahead of a June 3 debut, with a market launch coming next year.
The Blue Oval is positioning the model as “a premium 4×4 for adventurers who demand gear they can trust when conditions turn tough.” Ford has done apparel tie-ups before, most recently with Carhartt, and Subaru rode the L.L. Bean Outback for years because it thought buyers overlapped. Same bet here.
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Marketing fluff aside, the teaser is focused on the rear end and reveals Bronco Filson branding on the spare wheel cover. The SUV looks like a four-door, finished in a metallic green with a color-matched hardtop. The chunky tires and flared fenders point to the Sasquatch package being part of the deal.
While we didn’t get to see the interior, this is where the Filson influence is expected to be most prominent. We can imagine that the off-roader will gain unique leather upholstery and new trim inserts inspired by outdoor clothing.
Dave Rivers, head of Ford enthusiast brands, said that the collaboration with Filson felt natural: “The Bronco is built for a purpose – it’s rugged, capable, and honest. Filson operates with that exact same discipline.”
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Neil Morgan, VP of sales and brand partnerships at Filson, said that while a lot of industries are using the premium word to mean polished or expensive, they use it to mean dependable: “It’s not about a shiny finish, it’s about whether the gear works harder and lasts longer than anything else you could buy.”
The two brands have crossed paths before. In 2020, Ford and Filson built the Bronco × Filson Wildland Fire Rig, a concept built in tribute to firefighters and tied to fundraising for the National Forest Foundation. This time around, the partnership is graduating from one-off concept to production trim.
More details on the Bronco Filson will trickle out between now and the June 3 reveal. US dealers will see the truck on their lots in early 2027.
