20 June 2016 19:00:00
PENFIELD: TRENDS AND EXPERIENCE
Talking about a brand successfully mixing traditions of 70’s with fresh street style
Penfield is one of the most popular American brands specializing in comfortable outdoor clothing. On the face of it, Penfield may seem to be The North Face’s arch-enemy (another American brand) because both companies focus mostly on producing cold protection clothing but it’s not quite so. Penfield doesn’t aim at trying to get foot in extreme lovers. Penfield is very good at making quality casual clothing for work and leisure. In fact, the working class was behind the company’s initial success, especially the lumberjacks who had to spend many hours in the cold woods. How did Penfield manage to do it?
PATH TO SUCCESS
The key person in the company is Harvey Gross who established it in 1975. Being keen on clothing industry in 1960’s he was quick on the uptake and saw down’s advantages even at that time. Not many then factories specialized in down products because it required expensive and proper equipment. But for Harvey it wasn’t a problem and he purchased a small factory in Hudson, Massachusetts and got down to work. The deal was to produce cold protective clothing to the best of their abilities.
The first collection included traditional quilted waistcoats and jackets filled with down. Each item was thoroughly produced and specially meant for protection from the cold climate at the coast. Shortly the brand gained such popularity that its style was associated with New England, an area that comprises Massachusetts. That allowed Penfield to be on its feet and start the expansion in Europe in 1979. During a decade many European countries appreciated Penfield’s quality, reliability and functions.
In 1990’s when the brand reached its peak in this field and stagnation was near it became clear that Penfield must extend the audience. It lasted until James Barshall became CEO and Creative Director. The new company’s policy was not only about keeping the achievements but also about their development. Bringing definitive items such as quilted waistcoats and parkas to life Penfield didn’t forget about youth. Warm sweaters, high-quality t-shirts and bomber jackets did their work.
Today Penfield is producing these very clothing – reliable and warm. That is what you will need when the weather is rainy and windy. But it still keeps you stylish. Due to a great number of collaborations with famous brands such as Wood Wood, Stussy and Maharishi, Penfield became one of the main trendsetters.
You can find all Penfield products at our store.
PenfieldMen's demi-season jacket Vassan Tan
PenfieldMen's jacket Kingman Weatherproof Navy
PenfieldMen's sweatshirt Starkville Sky
PenfieldMen's shirt Hadley Chambray Blue
PenfieldMen's T-shirt Treeline White
PenfieldMen's shorts Mackay Color Block Blue
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