For the Pitti Uomo 96, Woolrich presented its SS2020 giving its guests an experience that revolves around the three key elements of the slogan “Woolrich Keeps you Warm, Dry and Protected”.
Woolrich is the par excellence brand that connects outdoor and nature since the beginning in 1830, the year in which the brand began supplying fabrics to those who had a fishing hobby or worked as a lumberjack, woodcutter and hunter.
For the 96th edition of Pitti Uomo, the relationship between Woolrich and the outdoor is further explored, illustrated and celebrated through a series of exclusive experiences.
“Keep you warm, keep you dry, keep you protected”
As we have already said, Woolrich creates “Garments with a Purpose since 1830”: therefore it is not surprising that functionality has once again the highest priority for the brand.
For the SS2020, wind and water are the key elements of a collection that focuses mainly on versatile garments such as transeasonal down jackets, waterproof proposals and multi-layer windbreakers, all adaptable to any seasonal need.
Performance is the heartbeat of the brand and the three-in-one approach is constantly evolving: technical partners like Goretex and Pertex guarantee protection from the elements as well as maximum protection and breathability.
For the first time ever, Woolrich realizes its garments through sustainable materials such as polyester made from recycled plastic and nylon obtained from textile industry waste, without the use of harmful products.
For footwear instead, once again the collaboration between Woolrich and Vibram is confirmed, which together present the summer versions characterized by many details and functions: a mix of materials, reflective finishes and a look inspired by the 90s, provide the perfect fusion of fashion and comfort grip and comfort.
The Experience
The experience for the discovery of the new collection began at the Woolrich Extreme Experience Room, a specially designed space where visitors could try windbreakers and similar products for spring and summer.
Through the Video Mapping Experience, it was instead possible to explore the concept of sustainability through projections of products and natural elements on the niches of the Octagonal Room.
The journey ends with the last stop, the Woolrich Summer Garden, an experiential journey immersed in the green leaves, as a further reference to the outdoors.
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