We want to bring functionality to the street, interview with Argu Secilmis from Napapijri The evolution of the brand, from mountains to streetwear
Functionality and technical performance, but also style and an indelible mark in the collective imagination. When you talk about Napapijri, you enter the sphere of brands that are able to become one with entire generations and overcome a categorization that, as in this case, never quite seems to fit the brand. On the occasion of Napapijri's 35th anniversary, we met with Argu Secilmis, Vice President, of Merchandising, Design, and Marketing, who told us about the brand's history and its plans for the future.
In 1990, the iconic Skidoo jacket was created, which is still one of the most revolutionary outerwear designs of all time. How have you managed to renew iconic designs over time?
AS: The purpose of this jacket was originally for mountain exploration and eventually became fashionable on the streets. What we’re trying to do now is to update the jacket with new forms of sustainable materials, such as nylon, along with new materials to create more waterproofness. We’re actually partnering with Cordura for durability and updating it every year to create newness. There’s a new full zip version coming out, and we’re going to create new full-waterproof materials for the next season.
In 2017, a capsule collection inspired by 1990s hip-hop was launched in collaboration with London-based designer Martine Rose. What importance and value do you attach to collaborations today?
AS: Martine Rose worked for our brand fantastically. We created a lot of new value by reaching a new consumer, visibly through the project selling out very quickly and very fast. We want to take the learnings from the Martine Rose collection and bring those to the mainline. Collaborations keep the brand open to new experiences and approaches. A different and powerful way to express ourselves. That is why they’re important to us. For this winter season, we have joined forces with Fiorucci and LUISAVIAROMA, and for the next seasons, other cool collaborations will be dropped.
