Add Down. Brand produced by the Milanese firm Comei and designed by Giovanni Chicco. It debuted in 1999 and is now specialized in down jackets.
Add Down. Brand of casual clothing produced by the Milanese firm Comei and designed by Giovanni Chicco (Biella, 1954), known as John G. Grain. It made its début in 1999, showing shoulder-padded clothes for both men and women, with an emphasis on good tailoring and innovation. It has 200 shops in Italy and 300 in France, Germany, Japan, and the U.S. The core of the Spring-Summer Collection is the Add System, focused on the alternate use of nylon, silk and cotton.
What is Add Down
Add Down was born in 1999 with the intention of transforming the vision on the down jacket. From a product aimed at responding only to practical needs to an aesthetically relevant element of the wardrobe.
Furthermore this intention led to the search for fabrics and types of down processing capable of allowing the creation of warm and comfortable garments, but at the same time super-light and with a refined design.
The men’s, women’s and children’s collections are designed to embrace different styles, from minimal moods to more conceptual forms, in the desire to develop a transversal concept of elegance.
Add Down presents itself through 4 concepts designed to define its DNA. Lightness, a tangible feature of the product that at the same time evokes an attitude towards life. Design, in which form and functionality converge, conceived from a fashion perspective but not necessarily trendy. Value, understood as a quality that can last over time, and Embracing, a metaphor to indicate comfort, a sense of belonging, an affirmation of equality. Today the brand is present in about six hundred boutiques and department stores around the world.
Learn more about Moncler, the famous Italian apparel manufacturer and lifestyle brand founded in 1952 by René Ramillon most known for its down jackets and sportswear. Moncler took its name from the abbreviation of Monestier-de-Clermont, an Alpine town near Grenoble, France.
Moncler is a French company of sportswear. The brand was founded in 1952 in Monestier de Clermont, in the French region of Isère. It was a small factory, producing equipment for mountain activities. It is depositary of dozens of patents.
The first down jackets, symbol of the brand, were born in 1954. They were intended to be worn over the workers suits. The brand name comes form the abbreviation of the location, Monestier de Clermont.
Moncler & Lionel Terray
The first to notice the down jackets and understand their potential is Lionel Terray. This world famous alpinist becomes a key figure in the history of the company. It is indeed under his pressure and advice, that the company develops ‘Moncler pour Lionel Terray’. It is the first specialized line for mountaineering at high altitude. The brand is also linked to some great expeditions like the first Italian ascent to the K2 of 1954. Even more, the French one to the conquest of Makalu in 1955. And also the one to conquer Alaska in 1964.
In 1968 the brand becomes the official supplier of the French national team of alpine skiing during the Winter Olympic Games held in Grenoble. Innovation and research lead to the creation of lighter, more aerodynamic and performing garments. They are also suitable for sports competitions. These jackets that are the precursors of contemporary down jackets.
The down jacket
In the’ 80s and ’90s Moncler down jacket makes its entrance into the city. It turn into a cult object, with its stitching and its “painted” effect. During this period also comes the symbol of the brand, the famous cock. In the eighties, the Moncler down jackets become the symbol of Paninari, the only youth culture ever produced in Italy. A symbol of fashion at the time.
In those same years, Moncler starts collaborating with the stylist Chantal Thomass. She replaces the zippers with buttons, adds fur collars and borders. She also adds embroidery and precious materials, such as silk and sable. Since then, the brand has focused on design and excellent collaborations, even coming to experience incursions into the world of couture.
For Moncler’s50th anniversary, in 2002, the book “Now and … Moncler” was published. 1952-2002. Edited by Baldini Castoldi Dalai. It shows photos, drawings and graphics depicting the history of the brand, from 1954 and the first duvet.
In 2003 Remo Ruffini, Chairman and CEO, took over the company. Ruffini designed the strategy of the global down jacket. He gave shape to a range of unexpected aesthetic, functional, technological and high quality achievements. Always in a harmonious balance between mountain and city. The Moncler jacket becomes iconic, going beyond trends, widening the boundaries of the brand up to include all the seasons of the year.
Collaboration & Advertising
Since 2004, the brand has began a strategy of identity consolidation. It started several collaborations with iconic fashion brands, including Junya Watanabe and Comme des Garçons.
Moncler’sadvertising campaigns also pursue uniqueness as a distinctive sign. During the relaunch phase with the arrival of Remo Ruffini, the adv campaigns centered on the product and the origins to transfer its heritage. Subsequently, the campaigns focused on the brand. They were photographed by famous photographers such as Bruce Weber and Annie Leibovitz. They were able to embody the brand DNA and highlight the values of the encounter between photographic art and a nature that transforms in culture.
Since December 2013, Moncler has been listed on the Milan Stock Market. The company produces directly and distributes Moncler clothing and accessories through direct boutiques. And also through the most exclusive Department Stores and international multi-brand stores.
The presence in the most important multi-brand and luxury department stores and the selective location are clear expressions of the values of the Brand. Together with a distinctive store concept that is always consistent with the brand’s DNA. Moncler has always placed in the customer the cornerstone of every strategic decision. This was further strengthened in 2016 with the launch of an important project of Retail Excellence.
At the end of 2017, the Group has a turnover of Euro 1,193.7 million. It marks a double-digit growth of all the main economic indicators. Another important milestone in the success of Moncler.
On the 20th of February 2018, Moncler presents a new creative chapter: a vision of the future. It exceeds the temporality of the season and establishes a daily dialogue with the consumer. Moncler Genius. Eight exceptional minds, working together (but individually), have interpreted the Brand. Everyone focuses on a single project that, interacting with others, defines the various aspects of Moncler’sidentity.
Company that specializes in sailing wear, and which has a shark as its logo. Paul & Shark was founded On March 4, 1957 at the Maglificio Daco mill, which was founded in 1921, and was re-opened by Gian Ludovico Dini. Then, nine years later changed its name to Dama S.p.A. The company’s products were shipped worldwide due to partnerships with Christian Dior and Balenciaga.
In 1957 the company renamed to the now known, Paul & Shark. At the start of the 1970s Paolo Dini, the eldest son of Gian Ludovico, was in a sailmaker’s workshop in Maine, where the sail from an old 18th-century clipper caught his eye. The inscription read, “Paul&Shark”. At this time, the brand launched into the sports fashion sector with a collection inspired by the world of sailing and based on elegance and performance.
In 1978 the famous C0P918 pullover was born. It is a sailing sweater that would go onto become an icon of the Paul&Shark style. The pullover is known for its special packaging, which is a metal can used on board ships as a multi-purpose container. This product was the start of a whole new water repellent knitwear collection.The brand quickly became apart of Italian fashion with high-performance technical materials, and most have been patented by Paul&Shark.
The total look of the brand includes pants, Bermuda shorts, swimsuits, and also jackets, blazers, socks, shoes, and umbrellas. Also, knitwear, using a hi-tech machine washable wool called superwash, and more recently a “total easy care” yarn that dries in a domestic spin-drier. The most recent new lines have been for golf, yachting, and items for divers to wear before and after diving.
In 2010 Paul&Shark signed a joint venture with Reliance Group to enter Indian market, later, company opened a 1,100 sq ft store in the capital city’s luxury mall DLF Emporio. Meanwhile, Andrea Dini, owner and CEO of Paul&Shark also said its biggest challenge in India is to engage with its discerning consumers.
Later, in 2013 Paul&Shark made its debut in eyewear market and launched a new sunglass collection called Floating sunglasses, made from lightweight polypropylene frames which don’t sink in water.
In 2014 the brand’s global expansion plan is continuing, several new stores were opened during this period: two stores opened in Moscow at Galereja Moskva, Paul & Shark’s largest flagship store is opened in Turkey Instanbul, several new opening in Italy for Paul & Shark include major cities and luxury tourist destiny. Alongside the store opening, Paul & Shark also set its goal to entirely renovated and redesigned existing stores following the latest retail store concept of the brand.
Paul & Shark Technology
Over the years, Paul&Shark company has put lots of efforts on its research department in order to get better technology that could be adopted for its tech wears. Result to date, Paul&Shark owns several unique technologies including the typhoon, which is a very innovative technique that was exclusively patented by Paul&Shark. They did this by adopting ultra-soft membrane and revolutionary manufacturing process, Typhoon collection provide best waterproof and windproof performance in any weather condition, and guarantee maximum comfort at all times.
The E.M.W Shield is one mobile phone pockets in garments that Paul&Shark designed for protect body from electromagnetic waves emitted by mobile devices. Paul&Shark’s latest research has brought out 3 in one compact technology which allows 3 threads twisted into one single yarn to give garments more resistance.
Events and Exhibitions
The most important event for the inauguration of Paul&Shark was the first Milanese showroom, which took place on January 16, 2015. The sportswear luxury Made in Italy brand officially opened its new space in Via Ciovassino 3, in the heart of the Brera district during Milan Men’s Fashion Week. The guests admired both the new showroom covering an area of 1,000 square metres and the Paul&Shark Autumn/Winter 15-16 collections and accessories presented thanks to the theatrical set-up inspired by the world of water.
Art and fashion blend the magic of light with water in the Blue Typhoon installation, created by the designer Moritz Waldemeyer for Paul & Shark. The brand takes inspiration from the excellence of design by presenting the artwork of the eclectic artist during Design Week 2015, with an exclusive event heldin the elegant spaces of the Milan showroom.
Paul & Shark celebrated 40 years of international success with the exclusive event Project 40. The celebratory party took place during Milan Menswear Fashion Week in the brands showroom space in the heart by Brera. Thanks to the collaboration between the fashion brand of luxury sportswear and Wallpaper, the most appreciated design magazine in the world, fashion and design were the main ingredients of the evening in pursuit of the most sophisticated luxury.
Reflecting the strong and decisive personality of the brand, the new Paul&Shark flagship store in Jakarta, which opened on November 24, 2016 already in the Christmassy mood, definitely lives up to its name. The concept is characterised by large illuminated niches that alternate with glass structures in the classic Paul&Shark colors; blue and optical white, a bold contrast between present and future. Situated inside the Pacific Place Indonesia in Jakarta, the boutique covers a surface area of 85 sqm and houses the men and women’s collections.
In January 16, 2017 Paul & Shark presented the new Autumn Winter 2017/18 collection and the special FREEZETHEMOMENT project in its showroom in Milan. An extreme adventure that marks the profound changes that are taking place today: Paul&Shark presents the new collaboration with Alex Bellini, the Italian explorer who will set off to face a new solo challenge by climbing the biggest and most impenetrable glaciers in the world.
Alex journey will be followed and recorded day by day by Paul & Shark on its social media channels (Instagram, Facebook, Twitter and Youtube) and on its dedicated website freezethemoment.it. The -40 capsule Collection (three technical jackets, a fleece and a pair of trousers designed to withstand arctic temperatures and the extreme conditions of the glacier) will dress Bellini during the expedition. The departure is set for 20 January from Jokulheimar in Iceland, and will continue on foot to Snaefelia, the last outpost west of the Vatnajökull glacier. To recreate the atmosphere of Iceland s glacier, the guests had a chance to admire the collection nestled in display cases and totems that looked like glaciers, as well as being immersed in a charming atmosphere created by a soft haze of smoke and blue lights.
At the moment, Paul & Shark is available in 73 countries with over 280 mono brand stores worldwide. The company is family-owned and now is runned by Andrea Dini, the third of his generation. The brand is specialized in luxury sportswear within numerous new and high technology garments and is considered green, as its energy is provided by solar panels.
1987 marks the beginning of Napapijri brand. The story began under the shadow of Europe’s highest peak, Mont Blanc, when Italian Manufacturer of travel bags, Green Sport Monte Bianco, founded by the Rosset family in Aosta, Italy, introduced a new meaning to outdoor apparel. The manufacturer combined innovative materials with a close attention to style. The iconic Bering Bag was the very first product created and produced by Napapijri, named after the great 18th century Danish officer in the Russian Navy, Vitus Bering, one of the first men to explore the great expanse of Arctic sea separating Russia from North America. In the course of a few years, the Aosta headquarters were flanked by new production units and numerous joint ventures with technologically advanced companies, allowing the brand to maintain its high production standards.
Napapijri means Arctic Circle in Finnish and the logo, half positive and half negative, expresses the North and South Poles in graphic form. The Norwegian flag is closely linked to the brand’s DNA, representing Europe’s northernmost country, the birthplace of some of the great explorers of the 20th century as well as a land of extreme conditions and magnificent landscapes.
Napapijri jackets, parkas and pullovers are designed in muted colors that blend right into urban landscapes, so they’re great for city wear, travel, and mountain wear. It comes in a minimalist style, with no overboard logos, patches or colors. Very easy to combine with any style you are going for and casual overall look, that goes well in most occasions.
It is a brand that mixes fashion with function. Meaning their products blur the line nicely between an afternoon hike through your nearest forest and that casual supper you will have afterwards at your local eatery. The brand represents a global mindset through the intersection of boundaries, culture, nature, and art. From the beginning, the company was committed to marrying the performance features of mountain gear with the fashion appeal of urban wear.
Iconic Skidoo Jacket
In 1990 the iconic Skidoo jacket was born. Still one of outerwear models ever made revolutionaries, the Skidoo conquered the success establishing itself as an undeniable style icon. Initially conceived as a pullover, this jacket is carefully designed in a modern technical fabric, durable and lightweight at the same time, to ensure maximum protection from the elements. Intelligent details make the difference.
Napapijri expands its product range from clothing to accessories. 1998 the company lands in Japan and opening its first store in Paris in the prestigious and picturesque Village Royal. From 2000, the Napapijri Geographic Company of sportswear, accessories and shoes for men and women, has been joined by Napapijri Kids, a collection of about 80 unisex garments for children from 2 to 16 years old. In 2003 the collaboration between Karl Lagerfeld and Napapijri for the creation of a limited edition Skidoo.
In 2004, Giuliana Rosset is the CEO of a public company when the brand is acquired by VF Corporation, a US-based leader in lifestyle apparel and owner of Lee, Wrangler, Nautica, and Eastlake, leads the brand in the direction of a more global business. This entailed a process in which all design, distribution and communication operations were centralized in headquarters in Lugano, Switzerland. Also, thanks to the investments on the international market, it is predicted by 2004 half of Napapijri’s turnover will come from abroad.
In 2005 they open a Munich store, Germany’s mecca for cultural tourism. In 2007 Napapijri launches a footwear line along with the opening of a new store in Berlin, Europe’s capital of cool. In 2007, the brand also began the production of sunglasses, and a repositioning of its identity with the inauguration on Milan of a gallery store in Via Manzoni, hosting photographic exhibitions and events on themes such as travel or the environment. The Recent opening of the own-brand store in Milan followed others in Chamonix and Paris, while the Tokyo store, in the Shibuya area, is the first step on the way to expansion in the East, a priority for the company.
Napapijri Supports the Environment
In 2008, to celebrate the opening of the Milan store, Napapijri teamed with brand’s official ambassador, photographer/adventurer Sebastian Copeland, exhibiting Copeland’s photographs entitled “Antarctica: The Global Warming” at the store. Proceeds from the sale of the photographs went to Global Green USA, the U.S. arm of Green Cross International. Napapijri continues to sponsor Copeland on expeditions to photograph and film endangered environments to support travel, research, and exploration to raise public awareness on environmental issues and eco-sustainability. The project seems a fine fit for Napapijri, with its polar heritage and environmentally friendly sportswear.
In 2009 Andrea Cannelloni became the President of Napapijri and opened its 50th store, in Lille, France. Later, in 2010 Japanese designer, Yoshinori Ono, designed a special clothing line for Napapijri which was designated as the ‘66° 33’ Special Project’ the numbers referred to the latitude of the Arctic Circle. Also at this time, the brand opened an online shop.
In 2011 Napapijri designed a jacket costing €10 for the Democratic Wear campaign launched by the Coin department store chain in Italy. A percentage of the sales went to Green Cross Italy.
Also, in summer Napapijri launches, The Denim Project, a capsule collection consisting of five jeans and a “used” denim jacket style. Each one is different from the other thanks to the various fitting and treatments. Washing in fact range from 100% indigo, the handmade mending, the technique of stone washed to give the ffect of the jacket looking dirty. Also, the denim jacket, Aijal, uses the same manufacturing processes to give a vintage vibe that men, traveler, and researcher of unknown worlds who is full strong emotions, can interpret.
The Geographic and Authentic collections are launched and Napapijri opens its doors to the world by launching its first e-commerce website. 2012 was a landmark year as Napapijri opens its 100th store, in Stockholm, Sweden, as well as a flagship store in one of Asia’s most important fashion cities, Seoul.
In 2013 stores open in two of Europe’s favorite mountain destinations: Crans Montana (Switzerland) and St Anton (Austria). Later, in 2014, the brand partnered with BMW at the 9th Annual BMW xDrive Tour in France for winter terrain test drives, providing the BMW team with the apparel they needed to withstand the elements. The Napapijri® brand expanded its global presence with a new store opening in the heart of Vienna’s main shopping area. This brought a worldly view on style and innovation.
To build the Napapijri® Spring and Summer 2014 collection, the brand traveled from the forests of the Sierra de Urbasa plateau to the desert valley of Bardenas Reales. mixing elements of its heritage with global travel insights, the brand developed an eloquent blend of cultured style and fresh fashion. In 2015 an official press release, the Napapijri brand is committed to animal welfare and stops the fur from the fall-winter 2015 collection It will use high-quality synthetic fur of the brand Kanecaron.
Napapijri embraces THERMO-FIBRE® product, an eco-friendly replacement for Fall/Winter collections. Composed of lightweight air-trapping microspheres that create a soft, quilted texture, ensuring superior, lab-tested thermal regulation and insulation also enables the new AERONS style: a versatile, attractive and easy-to-wear jacket, where softness, durability and protection meet a sleek, modern esthetic that suits urban pace just as well as life on the trail.
In 2016 Dutch artist, Heleen Blanken, collaborates with the brand to explore the tension between the urban and the wild in her new artwork. The artwork was centered around the tension between industrial destruction and the beauty of nature.
In 2017, the London designer, Martine Rose, and Napapijri together create a capsule collection on the market. For their designs, they took inspiration from the nineties hip-hop scene. The line was contemporary, intelligent, and a total must-have. Thanks to the attention to detail and oversized pieces she has managed to preserve the uniqueness of the label and at the same time pressing her own stamp by injecting a healthy dose of color in the collection. That way, they will bring a little more contrast in the Napapijri world, which is known for its eternal dark tones of the brand. The collection mixes salopettes with yellow, blue or black oversized jackets, based on Napapijri’s curly fleece. The new dimension in thermal insulation.
Currently, Mariano Rajoy is the Brand President. The company will launch the Super light Parka for the 2017 Fall/Winter season utilizing there THERMO-FIBRE® in collaboration between Freudenberg Performance Materials Apparel to give a boost to the development of the fireball padding.
The various lines combine to make up two offerings, Napapijri Geographic and Napapijri Authentic. Napapijri Geographic is based on the concept of day-to-day garments for town use and leisure. Napapijri Authentic highlights the natural origins of the brand and on high technical content and performance, developed to offer a flawless wear ability in all situations and weather conditions. The first example of this passion is the Skidoo jacket, a Napapijri icon that has been constantly revisited over the years, with new materials and colors every time in order to perpetuate the energy of an enduring style capable, above all, of telling a story.
Currently, Napapijri has has a wide distribution network with more than 600 multi-brand stores in Italy and partnerships around the world, controlled by 3 branches run from the USA, France, and Germany.