Moda
Napapijri FW17 Merges Innovation and Animal Welfare
The label, which for years has been identified by the Norwegian flag, expresses its continuous commitment to animal welfare.
(Photo: http://mma.prnewswire.com/media/521829/Napapijri_FW17.jpg )
With the , a new lightweight jacket featuring both down & fur free innovations, Napapijri has taken sustainable design to the next level. The Parka is the culmination of 2 years of experience embodying the values of the " " philosophy. This mindset embraces product innovation to enable solutions that improve consumers' lives, while making a meaningful contribution to the world.
This is just additional proof that the themes of sustainability and respect for nature are, and continue to be, strategic for Napapijri, which has always distinguished itself by its projects linked to the protection of the environment.
Since its founding in 1987, Napapijri has embraced - as part of the 'Make it Better' program - product innovations which positively impact our world. This mindset is rooted in Napapijri's DNA and is at the center of everything Napapijri does.
. Napapijri first decided not to use fur in its children's garments and then decided to phase out raccoon dog fur. The "Make it Better" philosophy became an even more tangible reality, with Napapijri continuing to monitor its use of fur and looking at eco-fur alternatives which maintain a high-quality product standard and meet consumers' expectations. A key turning point in the story came with the replacement of real fur with a cutting-edge innovative Eco-Fur Kanecaron® fibers.
In 2015, implementing lessons learned from the fur free approach and remaining strongly committed to "Make it Better", . Through product innovation, Napapijri developed a down free insulation replacement called Thermo-Fibre™. This was initially introduced in Napapijri's FW15 outerwear collection before being rolled out across the FW16 collection - making 99% of Napapijri products down free. Today, the FW17 collection is 100% down free. This was not only a sustainability success story, but also a business one; delivering significant commercial impact and proving that consumers stand behind Napapijri's commitments on animal welfare and its product innovations.
These concepts find maximum expression in the Superlight Skidoo. The parka - which is 1 kilogram (or 2 pounds) lighter than Napapijri's average winter parka seeks innovation beyond aesthetic and integrates functionality.
Napapijri's strategic choice to phase out fur and down is supported by VF Corporation's (NYSE: VFC) Animal Welfare Policy recently released.
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