Woolrich is using inspiration from famous American explorer John Muir to help tell his story for its Fall 2017 campaign. The central feature is the brand’s classic Arctic Parka. It was first made in 1972 to offer protection to men working on the Alaskan pipeline in harsh Artic climatic conditions. Woolrich has updated its jacket which is now part of an exploration themed Fall line. Its A/W17 product line also includes a bomber jacket and a vest, city jackets and its debut launch of footwear.
Woolrich is steeped in history as an outdoors brand, having been in business for over 185 years. In order to modernise its story, it turned to Scottish-American explorer John Muir to help tell a story of a ‘return to the land’ theme. Muir is famous for his writings on the natural world and has become an environmentalist recognised as an icon across generations. His Alaskan expedition in 1899 helped shape Woolrich's Fall campaign. Typical of its new image, and to showcase the brand’s new inherent strength the entire campaign was shot in Alaska.
