Parajumpers Heritage Is One Of The Strongest Differentiators Of The Brand Identity

Parajumpers SS2018

There’s a good reason why outerwear has gone from combat in the battle trenches to becoming an everyday stealth fighter to fit our modern lifestyle. Today, the very idea of rugged outwear style is indelibly defined by technological innovations introduced and popularized by the marketplace. In fact, the founding identity within the industry lies in how the ultimate consumer perceives the product. Outwear has great history. It has survived and thrived through world wars. As changes in lifestyle and future preparations seemingly comes about, the ever-evolving fashion trends rapidly transition. Parajumpers, founded in 2006 by Massimo Rossetti,  has forged deep relationships with its customer base across the spectrum from businessmen, athletes as well s influencers. For me, the fortitude of this brand is that is has become an institution of modernity coupled with a foundation based on heritage, innovation, quality and most of  all, the voice of its customers.

Parajumpers SS2018

The brand embodies a range of tech and leather statement pieces for the Spring/Summer 2018 season. Both sophisticated and functional, the Italian luxury outerwear brand designer co-founded by Massimo Rossetti offers seven new capsule collections for him and for her that will bring some serious spring vibes to your wardrobe. I have always been intrigued by the construction of the hardware or even the seams and zippers that are internally taped and pockets that are built to protect your belongings from getting wet. The brands longtime guest designer Yoshinoro Ono introduces new styles that play with a fusion of urban style and tech-inspired elements. the models of this new take on the capsule are crafted from waterproof, laminated light poplin made of an ingenious polyester and nylon blend. they all feature nylon ripstop taffeta detail on hood, as well as laser-cut perforation on sleeves, the side panels and under the yoke which improves breathability, in addition to a concealed hood which can be zipped and hidden inside the stand collar.

 

I recently had the privilege of speaking with Christina Paulon President of Parajuumpers, about Parajumpers growth strategy for the US market, How technology played into the brand and  the timeless aesthetic with a philosophy of product quality and refinement over image

Joseph DeAcetis: When was the company founded and by whom.  

Parajumpers  was established   in 2006 in Italy, deriving from a union between Ape & Partners and designer Massimo Rossetti, who has many years of experience as a designer of outerwear, and also as an importer of American brands for the Italian market. 

Photo Courtesy of Parajumpers SS2018

JD:   What is the brands comparative advantage in the marketplace and w hat is the growth strategy for the USA market, and how has technology played into the brand with respect to fabrications and social media. 

The brand’s comparative advantage in the market place is its iconic, timeless aesthetic with a philosophy of product quality and refinement over image. Rather than following trends of the season,  Parajumpers offers classic pieces, which are  incredibly durable and promise longevity thanks to the brand regularly going back to its roots when it needs to find inspiration for creating new products. . In the USA, Parajumpers  has established itself via a strategy that is based on  prompt customer service and support, in-store activations that are very specific to the Parajumpers’ customer, as well as influencer & ad hoc fashion community initiatives and collaborations that are focused on the lifestyle of the Parajumpers’ customer. In terms of Parajumpers’ technical and technological stand point, the range has never been stronger .  It is very important to offer our customers  timeless style and great aesthetics, season after season. Not only this, we also pride ourselves on providing  the best technology available in the market for improved water and wind protection, as well as breathability for ultimate comfort. 

Social media platforms, for us, are important channels through which, not only our core values, our story and, especially, our product is able to connect with our customer in a more personal way but it also works vice versa. It allows us to have a dialogue with our customer which helps us understand them, their lifestyle and requirements. This also means the influencers we work with are always aligned with Parajumpers’ beliefs and lifestyle goals. 

JD: Where is the product made? 

       Europe and Asia  

Parajumpers SS2018

JD: Where is command central, 

Segusino, Italy