You may have noticed that you’re seeing Woolrich show up in a lot of unexpected places lately. For example, did you catch that they were on Gilt recently? Woolrich has always been a very solid brand — since 1830, if you can believe it. And now they are finding a particularly strong following among the young and hip. And with good reason, too. They still have the tried and true Woolrich products like blankets and the like. But some of their new gear — especially the mens jackets in my opinion — has a cut and style that is very much tapping into the latest fashion notions, but in a true-to-the-heritage sort of way.
Take the Arctic Parka, for example. It’s definitely heritage-driven, with its understated style and the trademark Woolrich red check on the lining. But the fur hood and trimmer-than-usual cut make it very wearable by any urban hipster or mountain man.
There’s also the trend in recent years for core outdoor gear apparel companies to make quilted shirt/jacket offerings. See Arc’Teryx and Patagonia for some good examples. Well, Woolrich has an offering in that space that is wearable on the street as well as on the trail, called the Exposure Shirt Jacket. It is a quilted, full-zip shirt cut top with a point collar that is lightly insulated. Making it an ideal trim version of the puffy jacket top layer for most dry days, or an insulating layer on precipitating days or the extra cold days.
There’s also the resurgence of the quilted vest, even hipper now than when Huey Lewis sang for Back to the Future. Check out the red color in Woolrich’s Mens Altitude Vest — which calls back to the 60s and 70s with its contrasting black shoulder yoke and metal snaps.
All in all, Woolrich is definitely a brand that has heritage but also extremely understated hip for the outdoor-inclined. Their new mens gear almost certainly has a piece or two with your name on it.