WOOLRICH, an American outdoor brand with over 180 years of tradition, is holding a pop-up event featuring WOOLRICH's down jackets, combining tradition and quality, on the second floor of the Isetan Shinjuku Main Building from the 13th to the 19th.
The event saw many women flock to the event from the very first day, hoping to get their hands on one of the down jackets. The most popular item, the "New Arctic Parka," sold 30 units on the first day, and the "Boulder Coat" sold over 10 units, exceeding expectations. The week's budget was apparently met on the first day. Dark colors like navy and black were popular, with vibrant colors like red also selling well.
The "Arctic Parka," developed by WOOLRICH in the 1970s as workwear for transporting natural gas from the frigid Alaska to the United States, became a global hit when it was used as a bench warmer for the prestigious Italian soccer team AC Milan. Woolrich, which had established a solid reputation as an outdoor brand, launched the "New Arctic Parka" in Fall/Winter 2010 to commemorate its 180th anniversary. Further refinements were made in Fall/Winter 2012, evolving the design to suit both on- and off-duty wear. Since the launch of the "New Arctic Parka," Woolrich's down jackets have become increasingly popular not only among men but also among discerning women seeking a truly exceptional piece. In addition to the casual "New Arctic Parka," Woolrich has also become a hit with an increasing number of feminine designs, including those featuring rabbit and raccoon fur and the elegantly sized "Boulder Coat." Furthermore, new colors have been added this season, increasing the number of design and color options, making the brand even more popular. Isetan Shinjuku began stocking the brand three seasons ago. "The growing popularity of outdoor activities among men has also had an impact on women, with support growing year by year. We normally launch our products in December, but this year we've brought the lineup forward to November and expanded it further. This was our first large-scale pop-up event, and we were honestly surprised by how many customers came to the store, far more than we expected. Our main target audience, women in their 30s and 40s, have a strong preference for authenticity, and we believe our products perfectly match their needs," explained Kawamura Rei, buyer at the Women's Department of Isetan Mitsukoshi.
Even after the event ends, Isetan Shinjuku will continue to stock the products in the Urban Closet corner on the second floor of the store.
