For its fall ad campaign, Woolrich John Rich & Bros., the luxury component of the 186-year-old sportswear and outerwear brand, has collaborated with conceptual photographer Jackie Nickerson for the Roadtrip project where she visited the company’s historical Woolen Mills in Woolrich, Pa.
Nickerson’s photographs focus on the relationship between individuals, communities and the landscapes that surround them. For the Woolrich campaign, her images strike a balance between documentation, environment and fashion. The elements of the Woolrich Mill in the background are as much the subject of the photographs as the figures and clothing in the forefront.
Ads feature such models as Anastasia Kolganova, Julien Remond, Ben Waddell, Corey Saucier and Mijo Mihaljcic.
According to Valeria Caffagni, marketing director for Woolrich Europe, the campaign will be appear in Europe in major print and digital media outlets throughout Italy, Germany, Switzerland, Holland, Belgium, France, the U.K., Russia, Spain and Scandinavia. In the U.S., ads will run in digital outlets beginning in September. Print ads will run in a variety of print and media including Vogue, GQ, Vanity Fair, Monocle, Wallpaper, Love, i-D and Elle. The company declined to disclose the fall budget.
As the oldest continuously operating woolen mill in the U.S., the Woolrich Mills provided blankets to Civil War soldiers and continues to produce wool blankets today.
In the late 1990s, WP Lavori in Corso obtained the license for the historic Woolrich brand, and integrated the made in Woolrich products into the Woolrich John Rich & Bros. Collection. Woolrich Inc. was founded in 1830.