From the GOOD STUFF Interviews from J'N'C Magazine N°69 / 3-2017, Interviews: Cloat Gerold & Thorsten Osterberger
Dating all the way back to 1830, Woolrich caters for workers in rough conditions as well as fashionistas in the urban jungle.
What would you say is the ratio of very trendy products to timeless classics in your product range ?
I´d say the ratio is 60/40: 60 percent timeless products and 40 percent that are more based on today’s needs.
Why do you think the design of your renowned Arctic Parka is still up to date after all these years?
The Arctic Parka has always been a garment with a purpose! It was made for the Alaskan pipeline workers and is still functional for the cold climates of today.
Have you ever changed the materials or manufacturing techniques used to produce the Arctic Parka?
The major change has been altering the fit of the parka to a more contemporary body silhouette. We also introduced some variations concerning the textile – such as the Goretex parka and the Loro Piana Storm System Wool parka. Two fabrics that appeal to the tastes of our consumers, the first one with an emphasis on innovative material, the other one on luxury. The result is functionality and beauty in a balance that is very contemporary.
Is it possible for a certain style or a print pattern to become “timeless” because it has been repeatedly on trend throughout fashion history?
In my opinion a printed pattern that is still successful is the camouflage pattern - because it represents the essence between fashion and masculinity.
"When design and functionality are perfectly balanced and meet the needs of consumers, items become icons."
Nowadays many products, especially if it’s clear that they will only be en vogue for a short time, are manufactured with a certain secret expiry date. What’s your take on durability?
Durability is always important to us, but we also need to respect the “collectible” strategy which is very trendy today. There are many new consumers who are becoming small entrepreneurs with the trade of “expiring” products and, as usual, this answers to the principle of supply and demand.
What do you think is more important in today’s market, trends or traditions?
Both – the market needs tradition to drive innovation.
Do you think durability and timeless design will be more important in a future that is increasingly focusing on sustainability? And can you imagine younger generations being more selective as consumers and spending more money on long-lasting classic pieces than on short-lived trends?
I don´t have an answer to that yet. But if I think about my son´s future I believe we have to be more conscious and focus more on sustainability. But we won´t succeed if governments everywhere don´t seriously start supporting the same principles on a much larger scale.
Please name three very trendy products you are glad of having hung onto over the years (and why).
Vans sneakers were trendy in the 80s and my son is still wearing them today; my Ray-Ban Wayfarer with G15 B&L lens and a sailing jacket that a friend of mine gave me in 1992 when I was sailing the ocean in “The America 500 Yacht Race” commemorating the 500th anniversary of Columbus’ first voyage.
What are some of your personal favourite timeless classics and why?
If you´re asking me about timeless products that I´ve kept in my wardrobe and I´m still wearing now, I would say: my Baracuta jacket (formal but also casual and “rebellious”), my Barbour oiled jacket (for my countryside and fishing passion) and my Woolrich Arctic Parka that has protected me ever since I was a student riding around on my Vespa.
