Woolrich Serves up a Slice of American Cultural Pie for FW23
Returning to its American roots is nothing new for long-standing outerwear giant Woolrich. Whether tapping into natural landscapes, hearty heritage, or traditional workwear, Woolrich knows how to stay true to its origins while keeping up with the times. Let’s not forget we’ve seen the brand enter queer rodeos and redefine workwear on railroad tracks, all while expressing its love for the great outdoors.
Speaking of origins, it's time to celebrate its latest FW23 campaign, which (yes, you guessed it) is aptly titled ‘Origin Stories.’ This collection finds that sweet spot between tried and tested styles and experimentation with fabric, mixing some of our favorite staples with some unexpected twists on modern outerwear.
Looking beyond the seams, ‘Origin Stories’ serves up two iconic slices of American cultural pie — a diner and the classic board game checkers. A familiar part of any Americana mood board, the American diner is the heartbeat of the campaign. Oozing enough charm and personality to make you give up your favorite outerwear piece, the diner is a throwback to Woolrich's traditional heritage.
‘Origin Stories’ honors authentic stories with real people who have not only built on America's cultural landscape but are ushering in a new kind of Americana. Cue online cooking sensation Pierce Abernathy and multi-disciplinary designer Daisy Pyo, who feature in the campaign, celebrating the diner's nostalgic charm with their anecdotal stories.
Meanwhile, checkers is a nostalgic nod to this idea of bringing different generations of people together (just like Robert Mackey, a.k.a. the Z Man, and Brenn Lorenzo). The family-favorite game has had a unifying impact on American culture, which, in a way, aligns with what this collection is all about.
A fusion of classic silhouettes undergo a little revamp with energetic colors, contrasting fabrics, and modern prints taking center stage. From vests and check shirts to camouflage puffers and mohair sweaters, the collection serves up a sweet selection of staples that no wardrobe should go without— whether that’s in and amongst rocky terrains or in urban cityscapes.
From diners to durable designs and games to garments, the brand represents the best of Americana culture in its FW23 collection. Woolrich has not only made American history but is American history.
Shop the full collection here and in select Woolrich stores.
