Napapijri flies to Paris for the launch of the new campaign

This Friday, Napapijri lands in the French capital to unveil the new collection. In this new chapter of the brand, the pieces that have made it an international icon, such as outerwear and knitwear, are rediscovered, mixed with a new creative direction. On September 27th, at number 10 Rue Du Perche, the brand's community will have the chance to discover the new Fall Winter 2024 collection alongside the archive fashion agency Too Hot Limited, which for the occasion has selected a series of historic pieces from the brand that will be displayed in the event space. The collaboration represents a sort of time capsule, created to immortalize the silhouettes that have made Napapijri's history and all the subcultures that have embraced the Italian brand. For Ollie Evans, founder of Too Hot Limited, what makes Napapijri special is the richness of its heritage, a characteristic that, during this Paris Fashion Week, will finally have the opportunity to return to the spotlight. «It’s a fascinating brand whose iconic pieces, like the Skidoo jacket, born out of pure functionality, have become global symbols of quality, innovation, and creativity», says Evans. 

Since he was a child, Evans has observed a deep admiration for the aesthetic and functional value of clothing. It was his father who taught him the history of the 1960s mod era, while Too Hot Limited, founded in 2012 as a platform for reselling vintage items, made him realize how many people, like him, are still connected to iconic labels like Napapijri. Of the brand, Evans mainly appreciates its transformative power: «I love the way subcultures discover brands and reclaim them to give them a new meaning, allowing them to be worn by a new audience in new environments». Thanks to its technical materials, bold colors, and unique style, he adds, Napapijri has managed to connect different communities over the years, a uniqueness that makes the brand a timeless force.

On Friday, archival items from Napapijri chosen by Evans will be displayed, a selection that, for the founder of Too Hot Limited, perfectly embodies the balance between style and function that has always made the brand an unparalleled icon. «I wanted to explore the history and identity of Napapijri through its archive, to showcase the consistent language with which its new identity was created. The brand has evolved, it has become more popular, but you can trace its roots through these vintage pieces and recognize it as the same brand it is today», says Evans. During an evening curated by nss, the new Fall Winter 2024 collection and Evans' archival selection will come together in the lively Parisian neighborhood of Le Marais.