Woolrich launches John Muir-themed AW17 campaign

Woolrich is using inspiration from famous American explorer John Muir to help tell the story of its fall 2017 campaign.


The central product featured in the campaign is Woolrich's classic Arctic Parka. It was first made in 1972 to offer protection to men working on the Alaskan pipeline in the harsh Alaskan climate.

Woolrich has updated the jacket which is now part of an exploration themed fall line. The AW17 product line also includes a bomber jacket and vest, city jackets and the debut of footwear.

Woolrich is steeped in history as an outdoors brand, having been in business for over 185 years. In order to modernize its story, it turned to Scottish-American explorer John Muir to help tell a story of a "return to the land".

Muir is famous for his writings on the natural world and has become an environmentalist recognized as an icon across generations. His Alaskan expedition in 1899 helped shape Woolrich's fall campaign. Specifically, Woolrich shot the entire campaign in Alaska.

The photography tells the story of daily life in Anchorage and is designed to invoke feelings of the brand's connection to the natural environment. Imagery includes snow covered forests, frozen bodies of salt water and barren ice-covered highways.

In addition to photo stills, Woolrich released a short film called "One Man's Journey". The film follows a young man working on the pipeline. The young man is wearing the updated version of the same parka his father wore when he worked on the pipeline.

This is not Woolrich's first time shooting on location. It recently shot its SS17 campaign in Utah. As "the original outdoor clothing company," its customers demand continually authentic storytelling from the brand.


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