Napapijri
An Italian-founded, globally marketed outdoor and lifestyle apparel brand known for technical outerwear, travel-inspired design, and urban styling.
Last updated August 21, 2026
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Overview
Napapijri is an Italian-founded outdoor and lifestyle apparel brand established in 1987 in the Aosta Valley. Although its commercial identity has often been presented through an Arctic and expedition-inspired visual language, the company began with travel equipment rather than clothing. Its first signature product was the Bering Bag, a travel duffel made from waxed cotton canvas associated with military field tents. The brand name comes from “napapiiri,” the Finnish word for the Arctic Circle, reinforcing its association with exploration, cold-weather environments, and international travel. Founder Giuliana Rosset developed the business after acquiring Green Sport Monte Bianco S.p.A., a small backpack producer. Production was moved to Quart, near Aosta, where the early operation employed approximately fifteen people. Napapijri moved into apparel in 1990 with the Skidoo Jacket, a lightweight, rain-resistant anorak designed for severe weather. The Rainforest Jacket, introduced in 1995, broadened the label’s appeal by combining functional outerwear with a recognizable urban silhouette. Features associated with the brand include bold color blocking, flap pockets, diagonal neck openings, and pullover-anorak construction. The company expanded beyond core outerwear during the late 1990s and 2000s. It opened a first store in Chamonix, France, in 1997, launched a children’s line in 2002, and entered footwear in 2007. The product assortment subsequently came to include parkas, anoraks, insulated and down jackets, fleece, sweatshirts, T-shirts, trousers, shoes, bags, and accessories. This wider range positioned Napapijri between technical outdoor clothing, travel apparel, and premium casualwear rather than as a narrowly specialized mountaineering label. VF Corporation acquired Napapijri in 2004. The acquisition made the brand part of a large international apparel group while preserving its distinct identity and European design heritage. Napapijri opened its first United States store in New York’s SoHo district in 2006 and continued to operate across international markets, particularly in Europe. Its collaborations have included Karl Lagerfeld, Yoshinori Ono, Martine Rose, Patta, Obey, Fiorucci, and Luisa Via Roma. Sustainability and material development have become increasingly visible parts of the brand’s communications. Napapijri replaced animal fur with synthetic faux fur in 2015–16, introduced circular-oriented product lines in 2019 and 2021, and obtained Gold-level Cradle to Cradle certification for its Infinity Anorak. The brand has also connected its campaigns with polar and marine conservation, including work with photographer and adventurer Sebastian Copeland and the documentary “Orcas in the Arctic,” produced with marine advocates and conservation filmmakers Alexandra Johnston and Harriet Murphy. In 2023, Silvia Onofri became President and British designer Christopher Raeburn became creative director. Under VF Corporation, Napapijri remains an active international label whose core proposition combines weather protection, travel and expedition references, recognizable anorak design, and contemporary casual fashion.
History
Napapijri was established in 1987 by Italian entrepreneur Giuliana Rosset in the Aosta Valley. The company’s early history was rooted in travel goods: Rosset acquired Green Sport Monte Bianco S.p.A., a small backpack business, and moved operations to Quart. The initial workforce numbered approximately fifteen people. The new brand took its name from “napapiiri,” the Finnish term for the Arctic Circle, a choice that helped establish a visual and verbal identity centered on cold climates, exploration, and mobility. The first important Napapijri product was the Bering Bag, a travel duffel made from waxed cotton canvas inspired by material used in military field tents. This product gave the young company a distinctive connection to expedition and travel culture. In 1990, Napapijri extended its activities into apparel with the Skidoo Jacket, a lightweight, rain-resistant anorak designed for demanding weather conditions. The product became one of the brand’s enduring references and helped establish its approach of translating outdoor functionality into commercially accessible clothing. A second major turning point came in 1995 with the Rainforest Jacket. Unlike a product aimed only at technical outdoor users, the Rainforest helped make Napapijri visible in urban fashion and streetwear. Its pullover format, prominent pocket, bold color combinations, and weather-oriented construction became strongly associated with the label. The brand opened its first store in Chamonix, France, in 1997, linking its retail presence to a location with a strong outdoor and mountain identity. During the 2000s, Napapijri broadened its assortment and international reach. It introduced Napapijri Kids in 2002, entered a new corporate phase when VF Corporation acquired the company in 2004, and opened its first U.S. store in SoHo, New York, in 2006. Footwear followed in 2007. The resulting range extended from anoraks, jackets, and down garments to fleece, sweatshirts, shirts, trousers, footwear, bags, and accessories. Rather than competing solely as a technical-equipment company, Napapijri developed as an outdoor-inspired lifestyle label with a premium casual and fashion component. The brand’s creative development included collaborations with Karl Lagerfeld in 2002, Yoshinori Ono in 2010, and later with designers, retailers, and streetwear organizations including Martine Rose, Patta, Obey, Fiorucci, and Luisa Via Roma. These projects supported the label’s movement between outdoor heritage, fashion, and contemporary culture. Environmental and material issues became more prominent in the 2010s and 2020s. Napapijri replaced animal fur with synthetic alternatives in 2015–16 and introduced circular-oriented product lines in 2019 and 2021. Its Infinity Anorak received Gold-level Cradle to Cradle certification. The brand also used documentary and exhibition formats to connect its communications with polar conservation, including Sebastian Copeland’s 2008 “Antarctica: The Global Warming” exhibition and the 2023 “Orcas in the Arctic” project. In 2023, Silvia Onofri became President and Christopher Raeburn became creative director. Napapijri remains an active VF Corporation brand with an international market presence and a proposition built around recognizable outerwear, travel symbolism, weather protection, and urban styling.
- 2023
New President and creative director appointed
[1]Silvia Onofri becomes President and Christopher Raeburn becomes creative director.
- 2021
A further circular product line is introduced
[1]The brand adds another circular-oriented product line and highlights material innovation.
- 2019
Circular-oriented products are introduced
[1]Napapijri introduces a line of products associated with circular design principles.
- 2015
Animal fur is replaced
[1]Napapijri begins replacing animal fur with synthetic faux-fur materials, with the transition described as occurring in 2015–16.
- 2007
Footwear is added
[1]The brand expands its product categories into footwear.
- 2006
First U.S. store opens
[1]Napapijri enters U.S. retail with a SoHo store in New York City.
- 2004
VF Corporation acquires the brand
[1]Napapijri becomes part of VF Corporation.
- 2002
Napapijri Kids is introduced
[1]The brand expands into children’s apparel.
- 1997
First Chamonix store opens
[1]Napapijri opens its first reported store in Chamonix, France.
- 1995
The Rainforest Jacket launches
[1]The Rainforest Jacket helps move the brand from outdoor equipment into urban fashion and streetwear.
Products and positioning
Premium outdoor-inspired lifestyle apparel combining weather-oriented functionality, travel and expedition references, and urban fashion.
Travel bags · 1987
Bering Bag
The Bering Bag was Napapijri’s debut signature product. It is a travel duffel associated with the brand’s early use of waxed cotton canvas inspired by military field-tent materials. The bag established the label’s travel and expedition vocabulary before the company expanded into apparel.
Outerwear · 1990
Skidoo Jacket
The Skidoo Jacket was Napapijri’s first major outerwear product. Introduced in 1990, it is described as a lightweight, rain-resistant anorak designed for extreme temperatures and became one of the brand’s defining technical-lifestyle silhouettes.
Outerwear · 1995
Rainforest Jacket
Introduced in 1995, the Rainforest Jacket helped establish Napapijri in urban fashion. Its anorak construction, recognizable front pocket, bold styling, and weather-oriented features made it a signature product that connected outdoor references with streetwear and everyday casual use.
Children's apparel · 2002
Napapijri Kids
Napapijri Kids is the brand’s children’s clothing line, introduced as part of the company’s early-2000s category expansion. It extends the label’s outerwear, casualwear, and outdoor-inspired design language to younger consumers.
Shoes · 2007
Footwear
Napapijri expanded into footwear in 2007. The category complements its outerwear and lifestyle apparel assortment, carrying the brand’s travel, outdoor, and casual-fashion positioning beyond clothing.
Circular outerwear
Infinity Anorak
The Infinity Anorak is associated with Napapijri’s circular-design and material-innovation work. The product achieved Gold-level Cradle to Cradle certification, making it one of the brand’s most visible sustainability-oriented outerwear projects.
Marketing campaigns
- 2023Orcas in the Arctic
International
Napapijri worked with marine advocates and conservation filmmakers Alexandra Johnston and Harriet Murphy on a documentary examining the role of orcas in the Arctic ecosystem.
Outcome. Extended the brand’s exploration and environmental communications into marine conservation storytelling.
- 2008Antarctica: The Global Warming
Italy
Napapijri partnered with photographer and adventurer Sebastian Copeland for an exhibition at the brand’s Milan store focused on Antarctica and global warming.
Outcome. Used an in-store cultural exhibition to connect the brand with polar exploration and environmental awareness.
Brand decisions
2023
Refresh leadership and creative directionStrategyBackground
Napapijri continued developing its international outdoor-lifestyle identity within VF Corporation.
Action taken
Silvia Onofri was appointed President and Christopher Raeburn became creative director.
Aftermath
The appointments aligned the brand’s management with a renewed emphasis on design and environmental themes.
2019
Develop circular-oriented productsStrategyBackground
Napapijri sought to address product-material impacts and broaden its sustainability program.
Action taken
The brand introduced a line of products based on circular-design principles.
Aftermath
A further circular-oriented line followed in 2021, and the Infinity Anorak received Gold-level Cradle to Cradle certification.
2015
Replace animal fur with synthetic alternativesStrategyBackground
The brand reviewed the materials used in its products amid increasing attention to animal welfare and responsible sourcing.
Action taken
Napapijri replaced animal fur with synthetic faux-fur materials during 2015–16.
Aftermath
The change became part of the brand’s broader material and sustainability positioning.
2004
Join VF CorporationM&ABackground
Napapijri had developed from a small Italian travel-goods business into an international outdoor-lifestyle label.
Action taken
VF Corporation acquired Napapijri, making it a subsidiary within the U.S.-based apparel group.
Aftermath
The brand continued to operate under its own name while benefiting from the parent company’s international platform.
Recent events
Napapijri launches early Black Friday sale[3]
Reported:
Napapijri launched an early Black Friday sale offering up to 50% off online.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Napapijri launches the Infinity recyclable jacket collection[4]
Reported:
Napapijri launched Infinity, a jacket collection described as 100% recyclable; customers can return a jacket for recycling after two years of use in exchange for a voucher toward a new Infinity item.
Sources4 sources
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