Napapijri launches Futurewear collection with Carnaby Street pop-up

By

Barbara Santamaria

Published
Sep 26, 2019

Napapijri, the premium casualwear brand owned by VF Corp, is expanding its London footprint to celebrate the launch of ‘Futurewear by Napapijri’, a collection of innovative outerwear and urban wear pieces for the Autumn Winter 2019 season.

Joining the brand’s existing Shoreditch store, which opened in August 2018, are a long-term pop-up store on Carnaby Street and a unique installation at Kings Cross.

At 135 sq mts, the Carnaby Street store will be Napapijri’s largest retail space in London to date. In addition to stocking the new Futurewear collection, it will offer the Wonder, Tribe and Footwear ranges alongside a selection of the label’s icons such as The Rainforest and Skidoo jackets.

To mark the launch, the brand has teamed up with London artist Margot Bowman, whose work will be showcased in windows and limited-edition products until October 15.

Meanwhile, the Kings Cross installation at Kings Cross Square puts the whole focus on the new Futurewear collection, showcasing the season’s hero products including Superlight, Ze-Knit and Infinity.

Vicki Bohlbro, Napapijri senior marketing director, said: “As a brand whose origins are firmly placed in the beautiful alpine landscape, the safeguard of nature has always been at the top of our agenda. Now more than ever, we are aware of the pressing issues we are collectively asked to address. We have chosen to do so by pioneering the future of fashion through design, sustainability and innovation.”