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DSCENE INTERVIEW: Todd Snyder on Reinventing Woolrich’s Legacy

Blending over a century of heritage with cutting-edge design, the Woolrich & Todd Snyder partnership redefines luxury outdoor fashion for a new era.

March 25, 2024
in Interviews, Woolrich, Zarko Davinic
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The iconic American outdoor brand Woolrich has teamed up with renowned menswear designer Todd Snyder to launch their debut Black Label Collection. The collaboration marries Woolrich’s rich 194-year legacy with Snyder’s flair for contemporary, timeless design, setting a new benchmark in outdoor-inspired fashion for today’s discerning gentleman. Revealed at the Pitti Uomo 105 in Florence, the collection is a synergy between traditional craftsmanship and avant-garde innovation.

INTERVIEW

DSCENE Magazine‘s Editor in Chief Zarko Davinic sits down with Todd Snyder to talk about his initial reactions to showcasing at Pitti Uomo, the challenges and triumphs of juggling this collaboration alongside his collection, and the innovative approach to combining alpine motifs with modern design aesthetics. They also discuss the evolution of fashion from street culture to a newfound appreciation for the outdoors, the creative inspiration behind the collection’s unique footwear, and the critical importance of sustainability in today’s fashion industry.

Woolrich Black Label
Courtesy of ©WOOLRICH

After wrapping up your show in Florence for Pitti Uomo, what are your reflections on the event and its significance, especially considering the preparation and your connections to Tuscany’s textile mills? – I think the show was amazing, but of course, I am biased. It was definitely my best show yet. The preparation felt like it started forever ago; I began designing a year ago, but I’m glad it all came together at Pitti. Having the show in Florence felt like coming home, especially since the process actually started in Italy for me. A lot of the mills I work with are in Tuscany, near Prato, where I make all my fabrics. So, when I was told eight months ago that I would be invited to Pitti, I was excited and then got very nervous. But then I thought – wait, I make all my fabrics nearby! This will be fun. It just felt right to also show the collection in Florence.

How did you navigate the pressures of simultaneously working on your collection and the special collaboration with Woolrich? – I was working on both collections for about a year. The Woolrich collection was really awesome, a lot of it is looking at the brand’s rich history. They have been around for 194 years, they have a massive archive, and I want to pay tribute to that and respect that. At the same time, I am reinventing, in many ways creating new inventions. While thinking about it, what do they need as a brand to keep moving forward, and I wanted to make sure I have the right modern pieces to go with it.

Courtesy of ©WOOLRICH

How did you manage to blend alpine themes with contemporary design in this collection? – I redesigned their labelling, I redesigned the showroom, I redesigned the boots at Pitti. I really wanted to reimagine the brand from the 2024 perspective.

How does your Woolrich collection reflect the shift from street culture to outdoor fashion, and who do you envision wearing it? – Street culture and sneakers have been a big part of the fashion trends in the last 25 years. But now I see this street inspiration is going from street to outdoors. I think outdoors is the next chapter, that’s why this makes so much sense to do it. Because this gives me a chance to be on the front end of a trend, pushing a new trend when outdoors becomes the new street.

What inspired you to combine elements of snowshoes, boots, and sneakers in the footwear collection? – It was like pairing a traditional boot with a midsole and sole unit that has more of a tech element. So typically, these boots would be super heavy, but ours do not weigh that much. All made in Italy, just like our bags as well. I really wanted the elevated feeling.

Menswear
Courtesy of ©WOOLRICH

What are your thoughts on sustainability in fashion, particularly in sourcing materials? – It has become, in a good way, easier to source sustainable fabrics. The mill that we worked with only makes recycled yarns, it is a high-end mill. It is becoming a lot easier when designing to make a choice. When you are designing now you can choose between a cheaper fabric that is not sustainable or get a recycled product. Now the mills are also adjusting to the recycling process.

Where do you see the label in the future? – It has been around for 194 years, and I think it’s going to be around for a lot longer but making it a lot more premium. I am really trying to position it out there alongside the leading brands in the category.

Are you preparing the new collection? – Yes! It will be beautiful.

See the full collection – Woolrich x Todd Snyder Black Label Collection

Tags: interviewmenswear
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Comments 4

  1. KellyNY❤️💙 says:
    1 year ago

    Todd Snyder is such an amazing talent! Woolrich did well to partner with him ⭐️

  2. Milly❣️ says:
    1 year ago

    smart move for them to get todd Snyder, but to be honest these brands mess up even when they have a big designer helping them… Woolrich is just so boring

    • Rupal says:
      1 year ago

      in my personal experience these brands when they finally start working with someone new and someone talented even someone who’s experiences stored they really don’t know what to do and they were just go back to their own old ways

  3. mikanyc says:
    1 year ago

    boring old brand doesn’t deserve this guy

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