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Napapijri opens Carnaby Street pop-up to launch its "Futurewear" collection

Tom Bottomley
25 September 2019

Tomorrow (26 September) sees the launch of a Napapijri long-term pop-up shop at 3-4 Carnaby Street to launch its new sustainable "Futurewear by Napapijri" collection.

The premium Italian casualwear brand, owned by VF Corporation and highly regarded for its outerwear, bags and accessories, is also launching an experiential installation at Kings Cross to mark the new collection launch.

From the fur- and down-free "Superlight" jackets to Ze-Knit’s sustainable manufacturing and the 100% recyclable "Infinity" jacket, the "Futurewear" line aims to translate the synergy between design, sustainability and innovation.

The openings follow the brand’s Shoreditch "Tribe" store launch in August 2018, adding to its worldwide network of over 200 stores.

Napapjiri

Photographer: www.lukedyson.com

Alongside the "Futurewear" collection, the new 1,450 sq ft Carnaby Street store will stock all of the brand's collections, including "Wonder", "Tribe" and "Icons", as well as the brand’s footwear. To mark the launch, the store window features a specially commissioned illustration by London artist Margot Bowman.

The opening of the Carnaby Street store and the Kings Cross Hub are just two elements within Napapijri’s wider plans for London. Further announcements will be made for the city in the coming months.

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