WOOLRICH is an outdoor wear brand established in 1830 in Plum Run, Pennsylvania, USA. The brand, which boasts a long history, has launched a new line. It is called "Woolrich Black Label. The creative director is Todd Snyder, a designer based in New York. We visited him in Japan and got a glimpse of the ideas in his head.
Photo_Sara Hashimoto
Text_Tsuji
We want to prove that we are an ongoing brand.
While fashion is a world that constantly demands the new, it never forgets to revere the past. Classics are history, they are guidelines, and within them are hidden hints for creating something new.
Woolrich Black Label, launched this season, is another brand that seeks to create something new while paying respect to tradition.
Todd Snyder, the new creative director, started his own eponymous brand in 2011 after gaining experience with brands such as Gap, J.Crew, and Ralph Lauren in the 1990s. It is no exaggeration to say that he is the very embodiment of American casual wear, having collaborated with many of America's leading brands.
When I heard that he was teaming up with Woolrich, I was more excited than surprised.
Woolrich is a truly iconic brand, and I used to wear their clothes a lot in the '70s, and when I worked for Ralph Lauren and J. Crew in the '90s, I used their fabrics a lot.
When asked how he felt when he received the offer, Todd responded, "It was a great honor. Naturally, there was a lot of pressure because of the brand's long history, but "I want to take Woolrich into the future," he says.
For example, there is the Land Rover Defender. It has been loved by many people as a practical car throughout its history, but in recent years it has been updated and evolved into a modern car. While retaining its functionality as a practical car, it is also a luxury car. That's where I found my inspiration.
Down jacket ¥297,000
CPO jacket ¥147,400
True to their word, when you touch Woolrich Black Label's clothes, you will notice that they take a modern approach. For example, the iconic buffalo check is printed on a technical nylon fabric, and a wool CPO jacket with woven reflective fabric is designed to reflect when illuminated.
Heritage, modern, luxury, technology, and street. These are the essence of Woolrich Black Label. Many of the fabrics are exclusive. Many of the fabrics are exclusive and are made in the best factories in Italy, Japan, and the United States. As a brand that has been around for a long time, people tend to focus only on the "heritage" of the brand, but what is important is the continuity and the future. In other words, we must prove that we are an ongoing brand. For this purpose, I fully utilize the knowledge and experience I have accumulated so far to make clothes together with the world's best fabric brands and factories.
It is not only the clothes that show his attention to detail. The same goes for the shopper. It's all right here," he says proudly.
We created a new logo for this project. We modernized the "WOOLRICH" logo that used to hang on the outside wall of our headquarters in Pennsylvania. We wanted it to be authentic and strong. We have also added the names of the three cities where the brand is based, Milano, Tokyo, and New York. This shows that Woolrich is a global brand. I think the shopper made of recycled materials can be carried in everyday life.
The inside of the bag features topography of the American mountains and the message, "LET NATURE BE YOUR MUSE. This is another way of showing respect for the outdoor brand Woolrich.
My first visit to Japan was almost 30 years ago. Since then, I have been visiting regularly. The Japanese have a strong attention to detail. They have a great respect for design and quality. I hope they will enjoy Woolrich Black Label clothes.
Woolrich Black Label" has just started. It will be interesting to see how they move forward.
Continuity and evolution. I think this is important. Woolrich is an outdoor brand. The key is how we can talk about it through our lifestyle. I am a designer and a storyteller. I put stories into the clothes of this label. I want to bring that to everyone. Please look forward to the next spring/summer season. People think of Woolrich as a winter brand, but we have an even more active collection for spring.
Four items represent the Woolrich Black Label.
Woolrich Black Label is composed of five elements, as described by Todd Snyder. Heritage, Modern, Luxury, Technology, and Street. These elements are intertwined in perfect balance to create the brand's creations. Here we introduce some of these collections in the words of the designers.
Cashmere shirt ¥159,500
This shirt is a classic Woolrich shape. It is usually made of wool, but this one is made of 100% cashmere. It is very comfortable to the touch and has a luxurious feel. It is a piece that is useful not only in the mountains, but also in the city.
Hunting jacket ¥201,300
The Woolrich Hunting Jacket is made of high quality wool fabric. Made in Italy, it is also characterized by its attention to tailoring."
Fleece jacket ¥77,000
The fleece jacket is embroidered with the kalmia, the state flower of Pennsylvania, the birthplace of Woolrich. We also place importance on incorporating this kind of story into our clothing.
Long down ¥403,700
The long down jacket with a motif of "Arctic Parka" is one of the representative works of this brand. The fabric is made by the Italian company "Olmetex," which also produces fabrics for famous brands, and a pattern inspired by birch forests is printed on it. The oversized, long silhouette makes this one of Woolrich Black Label's iconic pieces.
PROFILE
In 2011, he established his own eponymous brand and has collaborated with brands such as L.L. Bean, Champion, Converse, Timex, and New Balance. In 2012, he was named Menswear Designer of the Year by WWD.
Instagram:@toddsnyderny
