Parajumpers, the Italian luxury outerwear and sportswear brand founded in 2006, has just opened its first global flagship store in New York.
While paying a homage to its American adventure story origins, Parajumpers has inaugurated this new store in the Soho neighborhood on November 28 and presented its full f/w 2022 collection.
The opening of this first international flagship store is part of the company’s strategy as it has identified in the US as a key retail growth market due to its large, diverse, and sophisticated consumer base.The flagship store will also complement the brand’s activities related to e-commerce and national wholesale networks.
As New York City sits at the confluence of fashion and commercial aesthetics, being located in the buzzy Soho area can provide Parajumbers the right environment to expand and grow while offering its mix of modern fashion and innovative utility.
Parajumpers collaborated with the Swedish architecture firm Stamuli that also works for brands including Acne and Ganni, for the design of this flagship and together with it, it has produced a bespoke store concept that highlights essential elements of the brand.
The store is characterized by natural elements like, for instance, light-colored wood, combined with industrial ones like sprayed concrete elements, a juxtaposition that mirrors the dual nature of the brand focused on offering protective apparel that can be worn both in wild nature and urban environments.