Napapijri is entering a new era Interview with Brand President Silvia Onofri

The fact that Silvia Onofri chooses to call Christopher Raeburn a «brand curator» instead of an artistic director speaks volumes about the vision the Brand President has for Napapijri. The decision to involve Raeburn, formerly with Timberland, should make it clear that the brand (which in its 36-year history had never had a creative director) is about to undergo not just a simple artistic update, but a total rebranding. To achieve this, Onofri explains, it will be necessary to draw from the brand's roots, rediscovering the brand's hero products from the archive that made it an icon in the '90s, but more importantly, to revisit them with a different perspective. "Old Stories, New Eyes" is the motto chosen by Onofri and Raeburn for Napapijri's new direction, a brand ready to reclaim its spot at the forefront of international streetwear. From music to Fashion Week, from sustainability to urban style, the mountain that Onofri and her team have decided to climb this year is up high. But it looks like Napapijri is perfectly equipped for the occasion.

Now that the entire fashion industry seems to have realised the importance of sustainable fashion and the endless possibilities of textile innovation, breaking into the world of technical fashion could be more challenging than ever for Napapijri. Even in this field, Onofri reassures, nonconformity will remain a guiding value. «The challenge is not to perform with technical materials, but to make historical materials technical,» she explains, going back to the new motto “Old Stories, New Eyes.” «History returns in the form of integrated technology: we have reintroduced the entire ski world that has been absent for many years, and knitwear from our archive comes back in recycled wool.» In this retrospective journey, there will be plenty of space for social and environmental responsibility projects: aiming for 100% sustainability by 2030, Napapijri raises the expectations for its productions and seeks to implement greater attention for circular fashion, along with the traceability and durability of materials. «Today we have extremely ambitious goals, but with a very clear purpose,» adds the Brand President. «That of never sacrificing the beauty of design.» Given these premises, it looks like we'll be witnessing plenty of beauty.