by John Russel Jones

Italian luxury outerwear brand Parajumpers, an outdoor lifestyle staple since 2006, will open its first global flagship store in New York City’s SoHo neighborhood in the first week of December with a full range of its Fall-Winter 2022 collection.

 With its unique take on American heritage, the brand’s innovative collections feature fashionable performance garments, from outerwear to sportswear, and includes a range of functional accessories.

Parajumpers has identified the US as a key retail growth market due to its large, diverse, and sophisticated consumer base. The flagship store will also strategically complement its well-developed ecommerce and national wholesale networks. New York City sits at the confluence of fashion and commercial aesthetics, with the buzzy SoHo neighborhood providing the perfect backdrop to the Parajumpers’ mix of modern fashion and innovative utility.

The collaboration between Parajumpers and Swedish architecture firm Stamuli (Acne, Ganni) has produced a bespoke store concept that highlights essential elements of the brand. Natural elements (light-colored wood) are combined with industrial ones (sprayed concrete) mirroring the dual nature of the brand: adventure both in wilderness and urban environments. Additional brand codes are reinforced throughout the store, including an orange modular wall-to-wall grid structure, oversized nature imagery for fitting rooms, and LED screens updated with the latest brand assets. Made-in- Italy furniture, modern designed lighting, and high-quality finishes add even more sophistication to the already impactful interiors.