Amsterdam-based designer Daniëlle Cathari reinterprets an ‘80s label for a new generation of The Woolrich Woman.

In its debut collaboration with a woman-led company, iconic outdoor brand Woolrich is embarking on a multi-season partnership with designer Daniëlle Cathari, known for her playful subversion and reconstruction of fashion’s norms.

Following a collaboration with Aimé Leon Dore, America’s oldest continuous outdoor clothing manufacturer has invited Cathari to embed her distinct perspective into the brand’s fabric over the course of several collections.

It began with a visit to Woolrich’s extensive archive in Bologna, Italy, in October 2020. While browsing through vintage garments and advertising campaigns, Cathari stumbled upon an outdated label for The Woolrich Woman – a former Woolrich line tailored for the everyday modern woman. Left untouched for over 40 years, the relic had come adrift amidst Woolrich’s history. Inspired by its symbolism, the collaborators took the lost label as a point of departure for The Woolrich Woman’s revival, led by Daniëlle Cathari.

“It truly is an honor to be given the opportunity to work with such an iconic company. To revive ‘The Woolrich Woman’ is of sentimental and personal value to me; the way I envision this woman is shaped by my own experiences of becoming a woman. How you feel has everything to do with  how you dress. I want to design for women to feel comfortable, secure and happy with what they're wearing, wherever they go and whatever they do.” – Daniëlle Cathari

After almost two hundred years in the fashion industry, Woolrich has woven itself into American history, having become known for its high-quality woolen styles that stand the test of time both physically and aesthetically. Now, Daniëlle Cathari has infused her deconstructed design philosophy into this heritage, using it as an entry point for a progressive and playfully inflected revival of The Woolrich Woman line, updated for a new generation of discerning individuals.

The new generation of The Woolrich Woman goes hand in hand with Daniëlle Cathari’s own coming-of-age journey towards carving out her niche within the fashion industry. Drawing on this personal trajectory, Daniëlle Cathari turns The Woolrich Woman into a relatable contemporary character, fostering unity among women walking their own independent paths.

“We gave Daniëlle Cathari complete creative freedom to interpret our history. She added her personal signature through a game of deconstruction and reconstruction. In her process of analyzing our old catalogs and garments she brought back a label that was introduced in the early 80’s when Woolrich started to develop female outerwear in an historical context. This label expressed the necessity for Woolrich to develop an outdoor lifestyle wardrobe fully dedicated to women. With this first collection, Daniëlle was able to add fun to our integrity – envisioning this ‘everyday woman’, practical and elegant at the same time.” – Andrea Canè, Global Creative Director of Woolrich

Woolrich by Daniëlle Cathari’s The Woolrich Woman will evolve over multiple seasons, with the first set to launch on September 24, 2021. The Fall/Winter ‘21 collection includes outerwear, knitwear and accessories.