Napapijri

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Napapijri
Subsidiary
IndustryRetail apparel, footwear and accessories
FoundedItaly 1987
HeadquartersAosta, Italy
Number of locations
175 (as of October 2014)
Area served
Worldwide
Key people
Brand President
ProductsApparel, accessories, footwear, outerwear, travel bags
ParentVF Corporation
(2004–present)
Websitenapapijri.com

Napapijri is an Italian premium casual-wear brand owned by VF Corporation. Originally a producer of alpine travel bags, Napapijri now markets upscale apparel for men, women and children, as well as accessories, footwear and bags. The Napapijri brand is most widely associated with its Skidoo jacket.

The company’s products are targeted at customers at the higher end of the retail apparel market. The business has developed from a single store in the Aosta Valley to a presence in 175 branded shops and more than 2,000 retail locations around the world.

Travel, adventure, and environmental consciousness are recurring themes in the company’s advertising and marketing.

History[edit]

The "Napapijri" brand was established in Aosta, Italy in 1987 when a manufacturer of travel bags created the Bering Bag, a waxed canvas duffel bag marketed to travelers that was the first product to carry the Napapijri name.

In 1990, the company began designing and producing clothing and accessories, and introduced its signature Skidoo jacket, a lightweight, rain-proof, anorak designed for extreme temperatures.

The company continued to add to its product range in the 2000s. In 2002, the Napapijri Kids clothing line was introduced, followed by Napapijri footwear in 2007. The first Napapijri store opened in Chamonix, France in 1997. Since then, the company has consistently added stores and opened its 100th in Stockholm in 2012. That year, the first Asian Napapijri store opened in Seoul, Korea.[1]

Napapijri was acquired by the U.S.-based clothing manufacturer VF Corporation in 2004.[2]

Andrea Cannelloni joined Napapijri in 2009 as Vice President and General Manager and is now Brand President. Cannelloni had worked as a designer at Ermenegildo Zegna and Trussardi, and served as Creative Director for Boss Orange and Boss Green at Hugo Boss.[3]

In 2017, Napapijri added a new collection.[4]

Brand[edit]

Napapijri incorporates imagery into its branding to accentuate the themes of travel and adventure. The name itself is a variation of the Finnish word "napapiiri", which means Arctic Circle. Its logo is the company’s name rendered in half-positive and half-negative block letters to suggest the North Pole and South Pole in graphic form (See also: Flag of Greenland). The flag of Norway is also employed to evoke that country’s extreme conditions, dramatic landscapes, and tradition of famous explorers.

Products[edit]

Napapijri designs and produces casual apparel and sportswear for men, women, and children, including outerwear and footwear. The company also produces duffel bags, backpacks, cross-body bags and shoulder bags, as well as accessories including belts, hats, scarves, gloves and socks.

Stores[edit]

The company has 175 single-brand stores in 30 countries as of October 2014, primarily in Western Europe and Eastern Europe. There are also stores in Russia, Kazakhstan and Korea. The company directly operates 12 of the stores, with the remainder operated by franchisees.

Collaborations[edit]

In 2002, Napapijri teamed with Karl Lagerfeld for a special edition of the company’s signature Skidoo jacket.

Japanese designer Yoshinori Ono designed a special clothing line for Napapijri in 2010 which was designated as the ‘66° 33’ Special Project’. The numbers referred to the latitude of the Arctic Circle.[5]

Napapijri has supported travel, research and exploration to raise its public profile. In 2008, to celebrate the opening of a store in Milan, Napapijri teamed with photographer/adventurer Sebastian Copeland to present an exhibition of Copeland’s photographs entitled “Antarctica: The Global Warming” at the store. Proceeds from the sale of the photographs went to Global Green USA, the U.S. arm of Green Cross International. Napapijri continues to sponsor Copeland on expeditions to photograph and film endangered environments. [6] [7]

In 2011, Napapijri designed a jacket costing 10 Euros for the Democratic Wear campaign launched by the Coin department store chain in Italy. A percentage of the sales went to Green Cross Italy.[8]

References[edit]

  1. ^ “Napapijri Flagship Store Opening” Getty Images, September 13, 2012. Retrieved 10/15/14.
  2. ^ “VF to Acquire Napapijri Brand; Addition of Fast Growing Casual Outdoor Brand Will Expand VF's Outdoor Portfolio” Business Wire, April 4, 2004. Retrieved 10/15/14.
  3. ^ “Andrea Cannelloni Zehn Gebote” GQ Deutschland’’. Retrieved 10/15/14.
  4. ^ "Napapijri Launches Exclusive Capsule With Acclaimed Artists". Highsnobiety. 2017-10-31. Retrieved 2017-10-31.
  5. ^ “Napapijri collaborate with Yoshinori Ono” The Chic Geek, March 18, 2010. Retrieved 10/15/14.
  6. ^ “Napapijri opens a new “gallery” store” by Suzy Menkes, the New York Times, June 25, 2008. Retrieved 10/15/14
  7. ^ “Antarctica: The Global Warning”
  8. ^ “Democratic Wear by Napapijri” Vogue Italia, November 9, 2011. Retrieved 10/15/14