Over the last few years, Filson has attracted a fashion-forward consumer. Enlisting the help of Cristina Calori, co-founder and president of WP Lavori, the Italy-based distributor and licensor that took a minority stake in Filson in 2020, the global lifestyle brand is targeting the womenswear market.
Inspired by pioneering women in history, Calori and Filson’s Chief Creative Officer Alex Carleton mined Filson’s archives to create a womenswear collection with on-trend, practical pieces that “transcend generations.”
“Quality and craftsmanship are part of Filson’s core values,” said Carleton. “As we continue to build our legacy as a leading American heritage brand, it was important for us to include women and welcome them back into the world of Filson. This debut collection was created for the woman who appreciates quality and timeless style no matter where she is or what she’s doing, and, most of all, she embodies the modern spirit of adventure and individuality that we admire and celebrate.”
While Filson has previously launched womenswear styles, this is the largest investment the brand has made to the market with an ongoing full-scale collection.
“With Filson being such an important heritage and quality brand, expanding into the American market is a logical step, given existing e-commerce and store success catering to a female clientele with specific needs. It’s a natural progression,” said Calori. “On the other hand, entering the younger Filson European market is a risk. However, I believe it could effectively enhance and promote the men’s collection, providing a strategic boost for the entire collection, its values, and its quality.”
Launching in August 2024, the size-inclusive collection features 32 styles, including outerwear, shirting, and accessories in sizes ranging from XS-2XL. Filson’s will sell the womenswear collection on Filson.com, the brand’s global stores and selected retail partners.
Image courtesy Filson
