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Woolrich Repositions Its Branding

Andrea Canè doesn’t want Woolrich to be “vintage” anymore.
Canè, Woolrich’s creative director, and his team want to reposition Woolrich as an inclusive, progressive and diverse brand, which they hope is reflected with their “Woolrich: American Soul Since 1830” campaign, featuring artist Lauryn Hill, who has never appeared in a fashion campaign before.
“We knew that we needed to have an American perspective,” said Canè, who is Italian. “And as an iconic brand, we needed an iconic performer to offer her own testimonial. And Ms. Hill represents an iconic American soul.”
To celebrate the campaign, Hill will perform on Wednesday night with her children, Josh and Selah Marley, Onyx Collective and Team Vicious in New York.
Canè said Hill, who celebrates the 20th anniversary of “The Miseducation of Lauryn Hill” this year, had complete creative control of the campaign, which was styled by Mel Ottenberg and shot by Jack Davison. She wore Woolrich’s staple pieces — the Arctic Parka and the Silverton Coat in a red Buffalo check. Hill updated the pieces with embellishments, text and images of herself. Canè said they’ve made 20 pieces of each style, which will be available for preorder on Sept. 20 and retail from $1,500 to $3,000.
This campaign

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Via:: https://wwd.com/menswear-news/mens-fashion/woolrich-repositions-branding-1202783782/