Woolrich Enters Outdoor Retailer Winter Market with Renewed Vigor

For Fall 2011, Woolrich presents a reinvigorated Outdoor Collection that combines classic Woolrich with modern design.
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WOOLRICH, Pa., January 17, 2011 — For Fall 2011, Woolrich presents a reinvigorated Outdoor Collection that combines classic Woolrich with modern design. The new collection features expanded outerwear and sweater ranges, revised relevant fits, as well as a new label and hangtag design for the collection, which provides an immediate updated look and feel.

“We've made a substantial investment into our personnel, marketing and product development over the last year to refresh the brand and present an Outdoor Collection that truly reflects the Woolrich brand,” said Brian Mangione, Woolrich Executive Vice President.

The Fall 2011 Outdoor Collection reintroduces some classic designs like the men's Charlie Brown and reinterprets others like the women's Arctic Jacket, but with updated details, materials, and trims. The collection also features a renewed commitment to wool, which is evident in an expanded sweater and knit offering and its prevalence as a face fabric in numerous outerwear pieces.

As a result of these significant updates, the Fall 2011 Outdoor Collection incorporates a new branding label and hang tag strategy that reflects market needs while preserving the brand's legacy. Woolrich initially worked with several outside design firms to develop the branding strategy, and then turned to its in-house team who used those designs as a basis to produce the final product.

“That our team produced the final design is a true testament to our talented staff, and their commitment to the success of the brand,” added Mangione.

The new in-neck label for the Fall 2011 Collection features a stylized Woolrich script over a green background for distinctive hanger appeal. Along with the label, new hang tags feature imagery from the Woolrich archives with a weathered look to designate garments in the Heritage Collection. Learn more about the design elements of the new Woolrich Outdoor Collection label in the “Anatomy of a Label”.

Woolrich will introduce its Fall 2011 Outdoor Collection in a new tradeshow booth at the Outdoor Retailer Winter Market in Salt Lake City, UT (January 20-23, 2011). Designed by the Rapiergroup based in Savage, MD, the new Woolrich booth features private and semi-public meeting areas, bold branding and window boxes around the exterior to display the new collection. The booth will sit in the same footprint and prominent location as Woolrich's previous booth (19001-20001) at the bottom of the escalators at the East entrance of the Salt Palace Convention Center.

About Woolrich®

Woolrich Inc., the Original Outdoor Clothing Company, is an authentic American brand that embraces an outdoor lifestyle. Trusted since 1830 by generations of loyal consumers, Woolrich continues its tradition of providing quality products for today's outdoor enthusiast. A brand recognized worldwide, Woolrich product offerings include functional, comfortable and durable men's and women's sportswear and outerwear using innovative fabrications for the ultimate in performance capabilities, well-designed home and outdoor living products, and licensed accessory products. In 2010, Woolrich celebrated its 180th Anniversary. It is the original and longest continuously-operating outdoor apparel manufacturer and woolen mill in the United States. Find out more at www.woolrich.com.

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