During the 97th edition of Pitti Uomo Woolrich transformed Florence’s La
Dogana into an enchanted winter paradise with a unique installation
showcasing the quintessentially outdoor spirit and expertise of the
brand.
“With the Ultimate Woolrich Experience at Pitti, we are refocusing our
product and brand strategy on outerwear – the category that built this
brand and made it great, and which will continue to drive our future
growth,” explains Stefano Saccone, chief executive of Woolrich in a
statement. “Delivering bold, purposeful and innovative products, along with
impactful and engaging consumer experiences, is where we will direct our
creativity, energy and resources.”
The American outerwear brand had various zones within its winter
wonderland display, the first dedicated to its heritage, showcasing the
company’s signature Buffalo Check pattern, with wall installations
displaying vintage products and video installations highlighting Woolrich’s
history.
This then lead visitors through a hallway into the Woolrich Forest,
featuring falling snow and bare trees, echoing the wintry landscapes of
Pennsylvania, where the brand was founded 190 years ago, along with
mirrored walls that created an infinity effect with sounds of nature
playing.
Among the snow-covered trees, three mirrored cabins housed the new
Arctic Parka Capsule displayed according to their respective concepts:
Luxe, Tech and Eco. The Luxe Arctic Parka has been crafted from charcoal
wool tweed from renowned Italian luxury wool experts Ing. Loro Piana & C.,
while the Tech Arctic Parka constructed from Gore-Tex has been designed to
be breathable, waterproof and wind-resistant, with Graphene incorporated
into the insulation and lining.
There is also an Eco Arctic Parka constructed from the highly functional
Byrd Cloth. Originally created for Admiral Richard E. Byrd’s US Antarctic
Expedition in 1939, this eco version is made from 100 percent organic
cotton and is both water and wind-resistant. The lining is made from 100
percent recycled polyester, while insulation is provided by recycled down
and the buttons are made from beetroot. It also features an inside pocket
designed to carry reusable water bottles.
The final stop in the winter installation was a secret room displaying
the Infinity Parka that could only be observed from above. Mirrored walls
create the illusion of an uninterrupted, perfectly symmetrical sea of
multicoloured Arctic Parkas to create a dramatic grand finale.
Andrea Cané, Woolrich creative director, added: “For Pitti 97 we will
continue to offer an experience connected with our timeless brand values
and product performance. This installation is part of our
outdoor-to-outerwear journey and is the perfect opportunity to present our
exclusive, three concept outerwear collection – the Arctic Parka Capsule. A
contemporary interpretation of what luxury, technology and eco mean today
for Woolrich.
“We are also celebrating our 190th anniversary in 2020 and we are proud
to have been creating ‘Garments with a Purpose since 1830’.”
Images: courtesy of Woolrich
