During Pitti Uomo Woolrich Woolen Mills presented their Fall/Winter 2011 Collection, designed by Mark McNairy. The details of the presentation nicely reflect the principals and ideas that also stand behind the collection. Obviously the new line still has its roots in workwear, yet it seems a little less extreme than their previous collections, which we actually appreciate.
“Woolrich Woolen Mills created a military style mess hall in the Galeria Lorenzelli to complement the military influences on the collection. Designed by Francesca Sarti of Arabeschi di Lalle, a Milan based food designer, all of the food and drink under the tent was made with local ingredients and carried information on the carbon output necessary to make the food, allowing the presentations attendees to calculate their meals carbon footprint rather than caloric value.”
Take a look at the setup and at some first Fall/Winter ’11 looks after the jump.