Woolrich appoints Todd Snyder as Creative Director of new Black Label

American outdoor brand Woolrich has appointed Todd Snyder as Creative Director of Woolrich Black Label, a premium collection which will debut as part of Snyder’s Pitti Uomo runway show on 9 January 2024 in Florence.

Earlier this month, it was announced that Snyder would return to the runway at the invitation of the Florentine trade fair as their honoured opening day ‘Designer Showcase’.

The new AW24 collection is officially called Woolrich Black Label by Todd Snyder, and “will bring together Woolrich’s rich heritage, as a storied American brand with the contemporary and timeless aesthetic of America’s leading menswear designer”.

Todd Snyder, who remains as Executive Vice President and Chief Brand Officer of Todd Snyder New York, the eponymous brand he founded in 2011, said: “I have always had the deepest admiration for American heritage brands and consistently seek to work with the best.

“I wore Woolrich as a kid and was proud to design with their fabrics at my various jobs in the fashion world. Woolrich is a prime example of a company which has deep roots, and I'm excited to work with its vast archive - an archive that is rich in styles that have stood the test of time. My hope is to usher in the next era for Woolrich and extend its legacy well into the future.”

Stefano Saccone, CEO of Woolrich, added: “Partnering with Todd feels very natural given his unique talent in creating an aesthetic that embodies the best of modern American style.

“As a brand with nearly 200 years of heritage, Woolrich is an endless source of creative inspiration anchored in making garments with purpose, and I couldn’t be more excited to see Todd’s vision for Woolrich Black Label come to life.”

Snyder will work closely with Woolrich’s skilled teams of creative talent in Italy, Japan and the United States and provide inspiration and design direction for two newly created collections within Woolrich Black Label by Todd Snyder: ‘Heritage’ and ‘Technical’.

‘Heritage’ consists of sophisticated and luxurious takes on iconic styles from Woolrich’s 190 years history, including the classic ‘Buffalo Check Shirt’ updated in cashmere, and a refresh of the Woolrich ‘Arctic Parka’, a style once worn by Admiral Richard E. Byrd, the leader of the first American scientific missions to the Antarctic.

‘Technical’ “marries innovative design and high performance materials with sartorial flourishes”. The collection is designed to meet the quality standards and functional needs for serious outdoor use, “while chic enough for city dwellers who mix rugged field clothing into their unique personal style”.

Woolrich’s longtime Creative Director, Andrea Cané, will take on the new role of Creative Advisor to the brand. He said: “I have known Todd for years, and I believe he is one of the best American designers who understands the true meaning of authenticity in design matrices, materials, and taste.

“Throughout my journey with Woolrich, I have always found inspiration in our archive while striving to protect our values. I am confident that Todd will continue to handle Woolrich with care, as he has in his collaborations with America’s leading heritage brands throughout his career. He understands that Woolrich is 'The oldest American Outdoor Company' and will innovate it with integrity and pride.”

Todd Snyder has previously worked other heritage American brands on collections including L.L.Bean, Champion, Converse and New Balance.

Following debuting as part of Pitti Uomo, the Woolrich Black Label by Todd Snyder collection will then travel to Milan and be presented on 13 January 2024 - during men’s Milan Fashion Week.