Nov 18, 2023
Woolrich has appointed US designer Todd Snyder as creative director of the Woolrich Black Label line. The renowned menswear designer, founder of the eponymous New York-based label and guest star at next Pitti Uomo’s Designer Showcase, will take charge of style for the brand’s Heritage and Technical collections, under the new umbrella name Woolrich Black Label by Todd Snyder. In his new role, Snyder will collaborate with Andrea Cané, the US outdoor apparel label’s long-standing creative director, who will assume the new role of creative advisor.
Snyder will be working closely with Woolrich’s design teams in Italy, Japan and the USA. The Heritage collection features sophisticated, luxury upgrades of some of Woolrich’s iconic items, like a cashmere version of the Buffalo Check Shirt, and a reinterpreted Arctic Parka. The Technical collection instead combines cutting-edge design and high-performance materials with a sartorial touch.
Snyder’s first collection for Woolrich Black Label, Fall/Winter 2024, will preview at the designer’s runway show scheduled on January 9 at Pitti Uomo 105, and will be fully unveiled at the subsequent Milan Fashion Week.
“I have always had the deepest admiration for American heritage brands, and I consistently seek to work with the best,” said Snyder. “I wore Woolrich as a kid and was proud to design with their fabrics at my various jobs in the fashion world. Woolrich is a prime example of a company which has deep roots, and I’m excited to work with their vast archive — an archive that is rich in styles that have stood the test of time. My hope is to usher in the next era for Woolrich and extend their legacy well into the future,” he added.
“I have known Todd for years and I believe he is one of the best American designers. He understands the true meaning of authenticity in design matrices, materials and taste,” said Canè. “Throughout my journey with Woolrich, I have always found inspiration in our archive while striving to protect our values. I am confident that Todd will continue to handle Woolrich with care, as he has in his collaborations with America’s leading heritage brands throughout his career. He understands that Woolrich is the oldest American outdoor company and will innovate it with integrity and pride,” added Cané.
Snyder will continue in his role as executive vice-president and chief brand officer of Todd Snyder New York. The label is wholly owned by AEO Inc., and has been in business for 12 years. By 2024, it will operate 17 monobrand stores across the USA. First launched in 2011, Todd Snyder made a name for itself through its directional shows, innovative collaborations, and unique vision of contemporary fashion and lifestyle. Snyder has also partnered with well-established US apparel names like L.l.Bean, Champion, Converse, Timex and New Balance.
“Partnering with Todd feels very natural, given his unique talent in creating an aesthetic that embodies the best of modern American style,” said Stefano Saccone, CEO of Woolrich. “As a brand with nearly 200 years of heritage, Woolrich is an endless source of creative inspiration anchored in making garments with purpose, and I couldn’t be more excited to see Todd’s vision for Woolrich Black Label come to life,” he added.
In the last three years, Woolrich has consistently posted double-digit growth rates, up to 20%. It was relaunched in Europe by Italian fashion group WP Work in Progress. In 2018, Luxembourg-based investment fund L-Gam acquired an approximately 80% stake in the label, which is distributed worldwide via 40 monobrand stores and over 1,000 select multibrand retailers.
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