We called it back in January: Napapijri is cool again. Our visit at the January 2017 edition of Pitti Uomo convinced us that the label has become a new streetwear favorite. Its classic hooded jackets with their large kangaroo pockets with an oversized logo and the Norwegian flag–a tribute to Arctic exploration and challenging landscapes that are at the heart of the brand–were being hyped and embraced as much as fellow functional-oriented icons such as Stone Island, C.P. Company or The North Face. And now the Italians have also launched a youth athletes' line (Tier 1). Oversized silhouettes characterize this line that offers joggers, T-shirts, sweats and jackets in washed pastel colors. Even the big logo is not missing and suggests a nod to the current retro ’90s trend that is afoot in streetwear now.
But it remains to be seen whether this line will trigger the same hype as the windbreaker, which was a massive hit. So what turned this originally Italian sportswear brand’s classic windbreaker into a street style must-have? In an interview with my colleague Maria, Kathy Hines, vice president of marketing, e-commerce and strategy at Napapijri, which nowadays is headquartered in Lugano, Switzerland since its acquisition by VF in 2004 said: “It happened completely organically, with our consumers using our products in continuously new and personal ways.”
But there has been a marketing push behind that particular signature style, the “Rainforest” jacket, for sure: It plays a central part in the brand’s current 30th anniversary celebrations, kicked off in Florence at the beginning of the year.
We’re excited to see whether the brand’s fans will make the new line a smashing streetwear success as well.