#eventThe Ultimate Woolrich Experience at Pitti Uomo 97

The Ultimate Woolrich Experience at Pitti Uomo 97

An immersive, winter wonderland adventure.

At the 97th edition of Pitti Uomo, Woolrich reaffirmed its American heritage and Outerwear expertise with an engaging installation, highlighting the quintessentially outdoor spirit of the brand.

For two days, January 8-9, Woolrich took over Florence’s “La Dogana” and transformed the venue into an enchanted winter paradise. A unique event showcasing the brand’s DNA which is rooted in both its North Eastern American heritage and expertise in outerwear.


Guests were first welcomed into the Heritage area, dominated by the company’s signature Buffalo Check pattern, where wall installations displayed vintage products and video installations highlight Woolrich’s history as the “Original Outdoor Clothing Company”.

A hallway led visitors into the Woolrich Forest, featuring falling snow and bare trees, echoing the wintry landscapes of Pennsylvania, where the brand was founded 190 years ago. Mirrored walls created an infinity effect, offering an outdoor experience enhanced by the sounds of nature. Among the snow-covered trees, three mirrored cabins stand out. Each houses the new Arctic Parka Capsule displayed according to their respective concepts: Luxe, Tech and Eco. All of which perfectly embody the brand’s signature combination of innovation and urban style. 

“For Pitti 97 we will continue to offer an experience connected with our timeless brand values and product performance. This installation is part of our outdoor-to-outerwear journey and is the perfect opportunity to present our exclusive, three concept outerwear collection - the Arctic Parka Capsule. A contemporary interpretation of what luxury, technology and eco mean today for Woolrich. We are also celebrating our 190th anniversary in 2020 and we are proud to have been creating "Garments with a Purpose since 1830".

Andrea Cané – Woolrich Creative Director

The Luxe Arctic Parka is the finest expression of this highly practical yet polished aesthetic. Crafted from charcoal wool tweed from renowned Italian luxury wool experts Ing. Loro Piana & C., this design reveals multiple pockets to carry a wide range of necessities, as well as a detachable hood. The women’s version comes in grey tweed and blue wool featuring a detachable fur trimmed hood.

The Tech Arctic Parka delivers innovation to the urban sophisticate. Constructed from Gore-Tex - it’s breathable, waterproof and wind resistant. Graphene, an innovative, multi-purpose material which is stronger than steel, antibacterial, anti-static, super light and regulates body temperature - is incorporated into the insulation and lining.  This style also boasts hidden details such as a detachable zipper vest and branded backpack straps for ease of carrying.


The Eco Arctic Parka is constructed from the highly functional Byrd Cloth. Originally created for Admiral Richard E. Byrd’s US Antarctic Expedition in 1939, this eco version is made from 100% organic cotton and due to its particular construction - is both water and wind resistant. The lining is made from 100% recycled polyester, insulation is provided by recycled down and the buttons are made from beetroot. It also features an inside pocket designed to carry reusable water bottles.

The experience did not stop here. The Infinity Parka installation was displayed in a secret room and could only be observed from above. Mirrored walls created the illusion of an uninterrupted, perfectly symmetrical sea of multicolored Arctic Parkas – making for an impactful grand finale.

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Woolrich at Pitti Uomo 95