Napapijri
TypeSubsidiary
IndustryFashion
Founded1987 (1987)
FounderGiuliana Rosset
Headquarters
Stabio
,
Switzerland
Number of locations
28 (April 2022)
Area served
EMEA
Key people
ProductsApparel, accessories, footwear, outerwear, travel bags
ParentVF Corporation
(2004–present)
Websitewww.napapijri.com

Napapijri is a premium lifestyle brand founded in 1987 in Aosta, Italy, seamlessly blending outdoor inspiration with urban energy to create iconic outerwear styles. The brand initially gained recognition as a maker of travel bags, utilising waxed cotton canvas borrowed from military field tents. Its inaugural product, the Bering Bag, introduced Napapijri's distinctive brand elements: vibrant colors, bold logos, and the Norwegian flag, symbolising its connection to polar exploration.

History

Napapijri was established in 1987 by Giuliana Rosset, an Italian entrepreneur from the Aosta Valley region. After acquiring Green Sport Monte Bianco S.p.A - a small backpack company - from a Turin artisan, Rosset relocated the headquarters to Quart, where production began with approximately fifteen employees. The Bering Bag, a waxed canvas duffel bag catering to travelers, marked the debut of the Napapijri brand.

In 1990, Napapijri expanded into outerwear with the introduction of the Skidoo Jacket, a lightweight, rain-proof anorak designed for extreme temperatures. In 1995, the launch of the Rainforest Jacket propelled Napapijri into urban fashion, establishing the brand as an iconic presence in the streetwear world. Throughout the 2000s, the brand diversified its offerings, introducing the Napapijri Kids clothing line in 2002, Napapijri footwear in 2007, and opening its first store in Chamonix, France, in 1997. The U.S.-based clothing manufacturer VF Corporation acquired Napapijri in 2004.

In 2023 the brand has welcomed Silvia Onofri as its President [1], and British Designer Christopher Raeburn as its Creative Director.[2]

Brand

The name Napapijri is derived from "napapiiri", the Finnish word for Arctic Circle. The logo features the company's name rendered in half-positive and half-negative block letters, symbolising its connection with both outdoor and urban environments. Napapijri's branding incorporates imagery that emphasises themes of travel, adventure, and polar exploration. The Nordic Cross represents the brand’s original nordic inspiration and a crossroad that is open in all directions, while its historic Bollo (badge) depicts a map of Antarctica, where explorers ventured to discover and redefine what was possible.

Products

Napapijri designs are renowned for their iconic take on outerwear and for their urban appeal. In particular, the brand’s role in the transformation of the anorak jacket into a streetwear staple marks its relevance in the history of fashion design. The brand’s distinct visual code includes flap pockets, diagonal neck cuts, bold colours, and the careful choice of durable premium materials.

The product range extends from coats and jackets to fleeces and sweatshirts, t-shirts, trousers, bags and accessories, and shoes.

Collaborations

Napapijri has engaged in collaborations with notable figures in the fashion industry. In 2002, the brand collaborated with Karl Lagerfeld on a special edition of its signature Skidoo jacket.

Additionally, Japanese designer Yoshinori Ono created a special clothing line for Napapijri in 2010, known as the '66° 33’ Special Project,' referencing the latitude of the Arctic Circle.

More recently, Napapijri has collaborated with urban lifestyle brands such as Martine Rose[3], Patta[4], Obey, Fiorucci[5], and Luisa Via Roma.

Cultural Exploration

Since 1987, Napapijri has been working with photographers, adventurers, environmental advocates & cultural explorers to raise awareness of environmental issues and encourage creative solutions to tomorrow’s challenges.  In 2008, the brand partnered with photographer/adventurer Sebastian Copeland for an exhibition titled “Antarctica: The Global Warming” at the Milan store. To this day, Napapijri continues to support expeditions to document endangered environments. In 2023 it has worked with marine advocates and conservation filmmakers Alexandra Johnston and Harriet Murphy to create “Orcas in the Arctic,” a documentary that observes the lives of orcas, their critical role in the Arctic ecosystem, and the challenges they face due to environmental changes and human impact.

Environmental Initiatives

In 2015/16, Napapijri committed to using no animal fur or down in its products, opting for eco-fur made of synthetic Kanecarbon® fibers and THERMO-FIBRE™ as an innovative insulating filling. In 2019 and 2021, the brand introduced the Circular Series, featuring the world's first 100% recyclable, 100% mono-material jackets, earning Cradle-to-Cradle Gold certification in 2021.

The brand is proactively pursuing its sustainability commitment to reach 100% of materials from regenerative and responsibly sourced, renewable, or recycled sources by 2030 through four strategic pillars: circularity, durability, traceability, and better-sourced materials.

Stores

As of January 2024, the brand is present in 28 countries across Central and Eastern Europe, the Caucasus, and the Middle East.

References

  1. ↑ WW, FashionNetwork com. "Bally's Onofri appointed Brand President of VF-owned Napapijri". FashionNetwork.com. Retrieved 2024-01-11.
  2. ↑ "Napapijri Taps Christopher Raeburn as Global Creative Director". The Business of Fashion. 2023-11-15. Retrieved 2024-01-11.
  3. ↑ "Martine Rose & Napapijri Reveal '90s-Inspired FW18 Collection". Hypebeast. 2018-07-10. Retrieved 2024-01-11.
  4. ↑ "Patta x Napa Is the Antithesis of Silent Streetwear". Highsnobiety. 2021-09-22. Retrieved 2024-01-11.
  5. ↑ "Daniel Fletcher Discusses Fiorucci's "Dazzling Discoteca"-Inspired Napapijri Collaboration". Hypebeast. 2022-01-20. Retrieved 2024-01-11.
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