The Outdoor Vision of Japan's 'WOOLRICH OUTDOOR LABEL'

WOOLRICH is a heritage brand founded in Pennsylvania, USA, in 1830. The brand gained nationwide acclaim for its expertly crafted hunting wear and evolved into a global icon with masterpieces like the "ARCTIC PARKA." Its popularity has endured, carrying its legacy into the modern era.

Now, a new label is re-examining WOOLRICH's extensive archives, updating its classic designs and functions with contemporary technology and style.

This is WOOLRICH OUTDOOR LABEL, designed and produced in Japan. We had the chance to speak with Chieko Muramatsu from WOOLRICH JAPAN MARKETING & PR to learn more.

"WOOLRICH OUTDOOR LABEL launched in the Fall/Winter 2018 season. Centered around three core themes—'FLY FISHING,' 'HIKING,' and 'CAMP'—we offer a collection that updates archival designs, honed over nearly 200 years of history, with modern technology.

What truly sets it apart is that each of these three categories incorporates distinct functionality, material characteristics, and design aesthetics, with all production taking place in Japan."

WOOLRICH: An Early Adopter of GORE-TEX® in the Apparel World

Let's dive into a few standout pieces from this season's collection. First up is the "GORE-TEX 3LAYER FISHING JACKET."

It turns out that WOOLRICH and "GORE-TEX®" share a deep connection.

"While many brands use GORE-TEX® fabric today, WOOLRICH was one of the first apparel brands to adopt it, way back in the 1970s. The two companies have a long and storied history together.

The 'GORE-TEX 3L C-KNIT' fabric used in this jacket offers a 3-layer construction that is waterproof, breathable, and durable, all while maintaining a supple texture. It also achieves a perfect balance between a crisp structure and a lightweight feel.

In terms of design, the fly patch on the right chest (the fleece patch for holding fishing flies) features a sheep motif, a classic WOOLRICH icon. The jacket also includes chest pockets, hand-warmer pockets, and gusseted pockets below them, creating a layout of six pockets on the body. Eyelets for water drainage are also integrated, seamlessly merging functionality with style.

Additionally, a long-length 'GORE-TEX 3LAYER FISHING COAT' is also part of the lineup."

A Modern Take on WOOLRICH's Iconic Buffalo Check

Next up is an item that truly embodies WOOLRICH's history.

"The buffalo check is a pattern originally developed by WOOLRICH for hunting, and it has become an iconic symbol of the brand. This season features several items with this classic pattern, and today we're highlighting the 'WOOL CHECK CRUISER JACKET'.

This jacket blends a classic design with modern details. The shoulders feature a double-layered fabric construction for enhanced insulation, along with a ventilation flap that conceals a hidden pocket.

Below that are lined hand-warmers, and at the base, you'll find large-capacity pockets with an in-pleat design. It's also equipped with a game pocket on the back, for a finish rich with authentic fieldwear details.

The fabric is an original wool created using woolen spinning, a specialized process mastered by only a handful of companies in Japan. Vintage power looms are used to weave it at high density, taking approximately three days to weave just one roll of fabric. This process prioritizes quality over mass production, resulting in an exceptionally soft and supple material.

Additionally, iconic elements that evoke the brand's heritage, such as custom buttons and ring zippers, are thoughtfully integrated throughout the design."

Conveying the World of WOOLRICH OUTDOOR LABEL Through a Photobook

One of WOOLRICH OUTDOOR LABEL's standout initiatives is its unique approach of creating a photobook. What's more, these photobooks don't even feature the brand's apparel. We dug deeper to uncover the reason behind this unconventional strategy.

“Photographer Kosuke Hamada and WOOLRICH OUTDOOR LABEL's Creative Director, Takashi Kono, collaborate each season to produce a photobook. It's their way of exploring nature, travel, and the great outdoors.

It's nothing like a typical brand lookbook filled with product shots. The purpose is to communicate the brand's worldview and image. Every season, we pick a single location, capture its unique nature and culture, and compile it into a book that we distribute as a novelty item and share on our Instagram.

So far, our journeys have taken us to places like Tokachi in Hokkaido, Karuizawa in Nagano, Okunikko in Tochigi, and Tono in Iwate. This season, the town of Yuza in Yamagata Prefecture became our stage.

With the help of the local community in Yuza, we were able to capture not just the beautiful landscapes but also delve into the region's culture. The result is a piece that truly conveys the appeal of its nature and way of life.

It's quite rare to find an apparel brand that is so consistently dedicated to this kind of community-focused creative expression, isn't it?”

So far, we've explored the brand's history, the exceptional quality of its products, and its cultural initiatives.

Born in Japan, WOOLRICH OUTDOOR LABEL handles everything from design to production domestically. This commitment to Japanese craftsmanship extends beyond just the sewing to the fabrics and accessories, showcasing an obsession with quality in every single detail.

By blending respect for Woolrich's long American heritage with contemporary, high-quality standards, the brand has evolved into something truly one-of-a-kind.

We invite you to experience the quality that surpasses the expectations of those in search of “the real thing.”