Whis is the affectionate nickname given by ski enthusiasts to the town north of Vancouver that’s home to the Whistler Blackcomb ski resort. The town, Whistler (named after the sound made by the western hoary marmots native to the region) offers what the cognoscenti recognize as the best skiing in North America. People descend on Whis from all over the world, making it one of the best-known and most widely identifiable places in Canada. For a multitude of visitors, Whistler is Canada, and Canada is Whistler.

The brand WHIS aims to embody the spirit, heritage, and imagery of a much misunderstood and broadly underrepresented country. Canada has been home to my family and millions of others seeking a better future for centuries, and counting. It’s the intention of WHIS to promote a broader representation and understanding of the entire country, under the banner of arguably its greatest attraction.