American designer Todd Snyder has been appointed creative director for outdoor outfitter Woolrich’s new Black Label line. The first collection is scheduled to be presented at the upcoming Pitti Uomo in January.
The product line, officially named Woolrich Black Label by Todd Snyder, will consist of two collections: Heritage, dedicated to updated Woolrich designs, and Technical, focused on high-performance outdoor materials.
The new appointment will see current Woolrich creative director Andrea Cané move into the role of creative advisor to the brand as he prepares for retirement, Woolrich CEO Stefano Saccone said.
While speaking to WWD, Saccone expressed his admiration for Cané’s work and the revival of Woolrich, emphasizing that Snyder is the right choice to further develop the brand.
Saccone added that Woolrich will focus on “recapturing the U.S. market” over the next three to five years.
“Aside from Todd’s skills and design aesthetic, this relationship is also about increasing the brand’s relevance in the U.S. and North America,” said Saccone. “And we believe Todd is the right person to do that.”
Snyder is taking part in the 105th edition of the men’s fashion trade fair Pitti Uomo as part of the Designer Showcase, where he will present a fashion show of his eponymous brand on January 9th.
The designer will then work towards a Fall 2024 launch for Black Label, when the first 75 models will appear on a global scale in Europe, Japan and the US, he told WWD.
This translated post previously appeared on FashionUnited.com