Following the FW’20 campaign, Woolrich decided to bring the collaboration with artist Lucien Smith to the next level, developing a specific capsule collection inspired by workwear archive pieces. For this occasion, the partner is Serving the People (STP), Lucien’s non-profit organization born in 2017 to redefine cultural infrastructure for young creators and emerging talents and to give them a platform to amplify their messages and reach a new audience.

“Woolrich by STP” wants to investigate Woolrich’s heritage and iconography, preserving and highlighting parts of the brand’s history. The start is represented by red and black hunting check which was born in Pennsylvania’s Mill about 150 years ago and now it is repurposed through a half-zip fleece jacket.

The second main feature is the Shadowbark, a camouflage pattern invented by Woolrich in 1987, suitable for a variety of outdoors conditions and environments. This motif has been placed on a water repellent nylon for two lifestyle articles: one is the coverall with shirt collar, lateral pockets, and multiple zips, one on the front and two on both legs’ sides to adapt volumes. The other one is a classic reversible blanket lined with orange wool and accessorized with straps and a single handle for easy transportation: ideal to use at home or at the park, in the car or at the game.

The third story is materialized through the orange color, well known in the workwear industry for its visibility purposes. On one side the windproof puffer jacket made in ripstop nylon insulated with duck down which guarantees an elevated level of warmth even with a lightweight construction approach. On the other side- the all-weather overshirt is made in 100% wool with a curly fleece lining to give extra protection in the outdoors. The assortment also includes one knitted beanie with embroidered logo and a reversible scarf featuring two original Woolrich patterns.

Designed with utility in mind, the collection has been thought for superior warmth and comfort during cold climates. 

To foster the heritage idea and have a community point of view, Ryan McGinley was appointed to shoot the campaign during a road trip in Upstate NY, between Harriman State Park and Bear Mountain, together with his team and a bunch of cool kids guided by Lucien Smith.