Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Brandwatch: Woolrich womenswear

The US heritage brand mans up for autumn by putting a new twist on old designs, says Emily Norval.

THE BASICS

Wholesale prices £18 to £269
Website www.woolrich.it
Telephone 020 7608 9100

When talking of heritage brands, you’d be hard-pressed to find many with more of a pedigree than Woolrich, which was founded in the US in 1830.

And for autumn 13, it is using its history as a starting point for an overhaul of its womenswear. The design team visited the brand’s Pennsylvania mills, taking fabric and pattern proofs from the archives and reworking them with a modern slant under the title The Gentlewoman. In working from designs originally for men, the collection is given a slightly tomboyish feel.

Woolrich creative director Andrea Crane tells Drapers: “The slightly boyish attitude is very important. From the male wardrobe we’ve stolen tailoring pieces like the blazer and classic ones like the shirt, maintaining the masculine details but adapting them to the female form.”

In line with Woolrich’s heritage, a focus on technical fabric has been maintained. Crane says: “We tried to keep a good balance between newly developed fabrics and basic, simple ones. In this collection, for example, we’ve developed a technical wool, bonded to a super-technical membrane that renders the fabric completely waterproof, but still elegant and soft.”

Colour is also key, with a palette ranging from pastels to deeper shades of wine and tobacco. There’s a sense of attitude in the collection, with separates looking particularly strong and of the moment given the masculinity seen on the autumn 13 catwalks.

By mixing the old with the new, Woolrich has hit on what women want to wear today.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.