Woolrich has partnered with Jager di Paola Kemp Design (JDK) of Burlington, VT to create and implement a global brand development strategy. 

Founded in 1988, JDK's design driven branding approach and proprietary Living Brand strategy 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, Giant Bicycles, Intrawest's Stratton Mountain Resort, SRAM Corporation and Wolverine World Wide's Merrell and licensed Patagonia brands.

“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.”

The partnership comes amid the surging demand for Woorich's classic designs, which have been fueled in recent years by the growing popularity of the Americana or heritage trends.  The buffalo check design, synonymous with Woolrich since its founding in 1830, has been a key element to the brand's recent success.

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.

JDK is a design-driven multi-disciplinary studio based in Burlington with satellite spaces in New York City and Portland, OR.  JDK's practice includes brand strategy, product design, identity, packaging, visual merchandising, advertising, Web sites, marketing collateral, and branded environments.