The Napapijri journey starts in 1987 in the shadow of Europe’s highest peak, the Monte Bianco, where an Italian manufacturer of travel bags introduced a new sensibility to outdoor apparel, combining innovative materials with close attention to style.
The name itself is a variation of the Finnish word "napapiiri", which means Arctic Circle and the logo, half-positive and half negative, expresses the North and South Poles in graphic form. The Norwegian flag is closely linked to the brand's DNA, representing Europe’s northernmost country, the birthplace of some of the great explorers of the 20th century as well as a land of extreme.
Originally, a producer of high-quality alpine travel bags, Napapijri now markets upscale apparel for men, women and children, as well as accessories, footwear and bags. The Napapijri brand is most widely associated with its Skidoo jacket. The Skidoo continues to be one of the most revolutionary pieces of outerwear ever designed and has earned its standing as an irrefutable icon. The first jacket created to be worn as sweater, it is ingeniously styled in durable yet lightweight state of the art technical fabrics to ensure maximum protection against the elements; with intelligent details that make all the difference.
Travel, adventure, and environmental consciousness are recurring themes in the company’s advertising and marketing. It has made partnerships with like-minded organizations and individuals to help bring awareness to environmentally compromised areas of the world.
The company’s products are crafted to appeal to customers at the higher end of the retail apparel market, with an emphasis on comfort, style, and high-tech materials. The business has developed from a single store in the Aosta Valley to a presence in 175 branded shops and more than 2,000 retail locations around the world.
Selected Brands took over the distribution of Napapijri in Sweden, Norway, Denmark and Finland in 2017.