Napapijri

Napapijri is a premium lifestyle brand founded in 1987 in Aosta, Italy. The brand initially gained recognition as a maker of travel bags, utilising waxed cotton canvas borrowed from military field tents.

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, and British Designer Christopher Raeburn as its Creative Director.

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.

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, Patta, Obey, Fiorucci, 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.