JDK to Design Global Brand Development Platform for Woolrich, the Original Outdoor Clothing Company®

WOOLRICH, Pa., March 29, 2011 /PRNewswire/ -- Woolrich, the Original Outdoor Clothing Company®, will partner with Jager di Paola Kemp Design (JDK) of Burlington, Vermont, to create and implement a global brand development strategy.  JDK's collaboration with Woolrich will key on the development of an international brand platform for the iconic American apparel maker.

Founded in 1988, JDK's design driven branding approach and proprietary Living Brand® strategy has garnered them international recognition as a leader in the discipline.  The Living Brand process reveals the core ideas behind a brand, while the emotional, rational, and cultural aspects of the brand are also taken under consideration. JDK's work includes development of creative and distinctive branding strategies for a wide range of brands including Burton Snowboards, Levi Strauss, Champion Paper, and Microsoft Xbox 360.

"Any brand with real substance recognizes that you become what you believe, as a brand and as a culture. Woolrich has believed in the substance and meaning of the beauty and power of wool for nearly two centuries," said Michael Jager, President/CEO at Jager Di Paola Kemp Design. "Woolrich, just hearing the name ignites memories and meaning that resonates from the past, to the present and into the future and we are honored to collaborate with the global Woolrich team."

Woolrich, founded in 1830, is surging right now with its classic designs and the popularity of the Americana and heritage trends.  Additionally, the buffalo check design, synonymous with the brand, has been a key element to the brand's recent successes thanks to the plaid trend of the past few seasons.  Building on these themes and successes, Woolrich recently introduced its Fall 2011 collections for which it received resounding approval from its retail partners and the media.

Globally, the Woolrich brand is marketed by Woolrich and its licensing partners.  The company's core apparel business is marketed under five distinct collections consisting of the Woolrich Outdoor Collection, Woolrich John Rich and Bros., Woolrich Woolen Mills, Woolrich Penn Rich, and Woolrich Elite Tactical Series.

"With increasing demand for Woolrich in a broad variety of demographics and markets, it's essential that our brand platform be clear, focused, and ready to support both current and future demand," said Brian Mangione, Woolrich Executive Vice President.

About Woolrich®

Woolrich Inc., the Original Outdoor Clothing Company, is an authentic American brand that embraces an outdoor lifestyle. Trusted since 1830 by generations of loyal consumers, Woolrich continues its tradition of providing quality products for today's outdoor enthusiast. A brand recognized worldwide, Woolrich product offerings include functional, comfortable and durable men's and women's sportswear and outerwear using innovative fabrications for the ultimate in performance capabilities, well-designed home and outdoor living products, and licensed accessory products. In 2010, Woolrich celebrated its 180th Anniversary. It is the original and longest continuously-operating outdoor apparel manufacturer and woolen mill in the United States. Find out more at www.woolrich.com.

About Jager Di Paola Kemp Design

JDK is a design-driven multi-disciplinary studio based in Burlington, Vermont, with satellite spaces in New York City and Portland, Oregon.  JDK's practice includes brand strategy, product design, identity, packaging, visual merchandising, advertising, Web sites, marketing collateral, and branded environments. JDK is the originator of Living Brand® strategy, a proprietary approach that guides brand design. Active clients include Burton Snowboards, Giant Bicycles, Intrawest's Stratton Mountain Resort, Microsoft's Xbox game console and Zune media player, Seventh Generation household products, SRAM Corporation, Virgin Mobile, and Wolverine World Wide's Merrell and licensed Patagonia brands. More information on JDK can be found at its Web site, jdk.com.

SOURCE Woolrich Inc.