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NAPAPIJRI GOES GREEN: THE FUTUREWEAR COLLECTION THAT LOVES OUR NATURE

Today fashion is synonym with being conscious, with making values an inspiration and not just a source of style, fashion today means putting nature conservation at the top of our “to-do list”. Napapijri knows it well, rooted in the beautiful mountain scenery, chose to present during Milan Green Week its Futurewear line: a collection that doesn’t only mix sportswear and fashion, but above all design and sustainability.

Together with many initiatives and collaborations to sustain a greener approach to our urban life made of chaos and frenzy, Napapijri presented what we should call from today the “products of the future”. As suggested by the line’s name, innovation has been the silver thread in the creation of these super new pieces: the brand starts from its origins to create a new future that loves the earth where we live in.

First of all the Superlight jackets, icons of the brand that have already anticipated some time ago the no-fur, no-down Napapijri’s revolution. For the Futurewear collection, they are renewed with splendidly cut shapes and cool details to create winter jackets designed to maximize lightness and heat thanks to the fibre thermal insulation.

But there is also much…

Napapijri Breaks New Ground in Sustainability

MILAN — Concurrently with Milan Green Week, running Sept. 26 to 29 and focused on the promotion of more sustainable habits, Napapijri presented on Friday its new “Futurewear” collection.

“We have deliberately chosen to launch this project during Milan Green Week,” said Robert Taylor, senior manager marketing and communication of sportswear label Napapijri, which is controlled by VF Corp. “Sustainability is at the heart of everything we do and we have a very rigorous approach to it.”

As Bhavesh Naik, Napapijri senior director product, innovation and sourcing, explained, the company started working on the development of sustainable products in 2012, when, anticipating luxury brands, it became fur-free.

Later, Napapijri became a down-free company, introducing an innovative padding, crafted from manipulated polyester, which was used for lightweight, machine-washable products. While this was initially used only for quilted outerwear, a new technique was developed to create a special version of the padding for styles with smooth, non-quilted surfaces.

From this innovation, Napapijri introduced the first range of “Futurewear” called Superlight, including lightweight and very warm performance outerwear designs with a green heart.

“I think we really challenged the ABC’s of garment-making with…

Napapijri – Innovation

Futurewear, Napapijri’s F/W 2019 collection, is pioneering the future through design, sustainability and innovation. From the unprecedented lightness of the fur-and down-free Superlight jacket to the cutting-edge sustainable manufacturing of the Ze-Knit collection.

As part of Futurewear’s Innovation pillar, StudioXAG designed, produced and installed a window rollout to 12 Napapijri stores across Europe.

Designed to highlight the Ze-knit and Superlight lines, StudioXAG’s design for the Innovation window scheme takes the concept of digital landscapes, augmented reality and physical glitch and uses them to create a colourful and contrasting installation.

The backdrop of the ordered purple grid represents the digital landscape, while the metal frames and screen embody the glitch that ruptures and breaks the divide between digital and physical landscapes. Out of this glitch hyper-real orange forms spill into reality. As the colourful curvilinear figures move freely between dimensions an LED ticker displays Futurewear’s brand message.

Installed in 12 stores across Europe, including Paris, Verona and Athens, the Innovation display was given a further evolution at La Rinascente in Milan to coincide with Napapijri’s pop-up space at the historic department store.