Todd Snyder to lead Woolrich's new Black Label line as Creative director
©Photo: Todd Snyder

Todd Snyder to lead Woolrich’s new Black Label line as Creative director

Todd Snyder is named Creative director of Woolrich's Black Label line, fusing heritage with modernity, offering unique designs and global distribution beginning in Fall 2024. A fresh take on iconic American fashion.
November 20, 2023

Todd Snyder has recently embarked on a new journey with Woolrich. His role as the new Creative director for Woolrich’s Black Label line marks a pivotal moment in fashion, fusing traditional elements with contemporary style. This strategic move comes on the heels of Snyder’s selection as the inaugural “Designer Showcase” at the upcoming Pitti Uomo 105.

Snyder’s venture into the realm of Woolrich, a brand steeped in American heritage, is not just a collaboration, but a reimagining of what Woolrich can represent in the modern era. His vision for Woolrich Black Label is to infuse the brand’s classic designs with a fresh, modern aesthetic. Woolrich approached Snyder about a year ago, entrusting him with the brand’s legacy and encouraging him to redefine its future.

The first collection under the Woolrich Black Label by Todd Snyder will be unveiled at the Todd Snyder show at Pitti Uomo in January. The collection will be a blend of two distinct concepts: the Heritage line, featuring sophisticated updates of iconic Woolrich designs such as the Buffalo plaid cashmere shirt and the Arctic parka; and the Technical line, offering garments crafted from high-performance materials that are equally suited for outdoor adventures and city living.

Snyder’s admiration for American heritage brands is the driving force behind this collaboration. “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 their 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 their legacy well into the future,” he said. He also said that when he worked for Ralph Lauren early in his career, he bought fabrics from Woolrich. This deep-rooted respect for the brand’s history is a key element of Snyder’s vision for Woolrich Black Label.

Stefano Saccone, CEO of Woolrich, expressed his excitement for this partnership, which highlights Snyder’s unique talent for creating modern American style. The new line, available in Fall/Winter 2024, will feature approximately 75 styles, including a select women’s capsule. This “super specialty” line, as Snyder describes it, will be distributed globally in Europe, Japan and the United States.

Prices for Woolrich Black Label by Todd Snyder will range from $95 USD for a t-shirt to $3,000 USD for a shearling coat. Snyder’s goal is to create a collection that feels authentic and unique, blending heritage with modernity.

With the start of this new partnership, Andrea Cane, who has long served as Woolrich’s creative director, will transition to a role as creative consultant for the brand. Stefano Saccone notes that while Cane is retiring, he will remain as a consultant to Woolrich, recognizing his significant contribution to shaping the company’s direction over the past two to three decades.

Woolrich, founded in Pennsylvania in 1830, has seen a shift in ownership and market focus over the years. Now owned by L-Gam and Goldwin, Woolrich has focused primarily on the European and Asian markets. Snyder’s involvement with Woolrich is aimed at broadening the brand’s appeal while maintaining his focus on the Todd Snyder business.

Snyder’s commitment to the Todd Snyder brand and his new role at Woolrich exemplifies his ability to balance heritage with innovation. This partnership promises to usher in a new era for Woolrich, extending its legacy and appealing to a modern audience.

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