WHEN North Shore Rescue member Eric Bjarnason nearly died in a storm atop Canada's highest mountain in May 2005, he never dreamed his ordeal would one day be used to sell a pair of stylish high-heeled women's boots.
But six years after Bjarnason, 46, and two fellow North Shore Rescue members were plucked from Mt. Logan in a dramatic rescue, the North Shore man said he was surprised to see his story featured in a promotional write-up by Vancouverbased shoemaker John Fluevog.
The story of the trio's rescue was until this week featured prominently in an online description of a Fluevog women's boot called "Logan," described more recently as having "enough sexiness to move mountains."
But Bjarnason said he's not pleased to have had his ordeal used to sell a product he knows nothing about. It was unethical for Fluevog to hint the company had an association with B.C. search and rescue teams, he argued.
Now he thinks the shoe company should offer the three climbers cash as compensation - the way a commercial sponsor would do - and/or make a donation to search and rescue.
Bjarnason said he and other team members were particularly galled by a portion of the Fluevog description that read, "In keeping a strong alliance with our beloved British Columbian Search and Rescue Teams, we dedicate this simple, lace-up boot in memorial to those who will risk their own lives to save others. We believe in the Miracle of the Mountains."
"It (seemed) like North Shore Rescue endorses their product. I know nothing about their product," he said.
"People buying these boots might think they're doing North Shore Rescue a favour," he added.
But Bjarnason - a North Vancouver firefighter who nearly died and lost portions of nine fingers to frostbite on Mt. Logan - said the company never contacted him or his teammates before going ahead with the promotional material featuring his story.
This spring, Bjarnason contacted the company and met with Vancouver marketing representatives, who he said promised him they would set up a special event to honor him with his oldest daughter. He said they even dropped hints about flying his family to Paris.
But none of that actually happened. Instead, he got an email from a company representative at the end of June, letting him know that the boots were effectively being discontinued and offering to send a free pair to his daughter.
"I felt like I was totally used," he said. "They used my injury to make a profit."
Bjarnason said he's now considering suing the company unless Fluevog ponies up some cash for the climbers and the rescue team.
None of the Fluevog representatives contacted by the North Shore News returned phone calls by press time.
However Stephen Bailey, marketing director for Fluevog, responded in an email that, "We often recount public stories on the website that we find interesting."
Bailey said the company offered to put a link on the Fluevog website to North Shore Rescue. He said when Bjarnason didn't seem happy with that, the company recently took down the description of the Mt. Logan rescue. As of Friday, all references to the North Shore Rescue team's experience on the mountain had been removed.
But Bjarnason said after using the description for more than a year, the company still owes the team something.
In previous emails, one company marketing spokesman offered to donate merchandise for fundraisers and hinted about making a future donation to the team.
"They never made a donation as far as we can tell," said Bjarnason.
Bjarnason - who has climbed two mountains since recovering from his injuries and now also leads mountaineering expeditions for people with disabilities - added he's a pretty unlikely inspiration for a fashion company.
"I'm not a very well-dressed man," he said. "Most of my stuff either has fire department or North Shore Rescue on it. I'm not a slave to fashion."
