The nautical-inspired apparel brand, North Sails, acquired in 2014 by Oakley Capital and led by Dutchman Eric Biljsma, since last June, is now part of the North Technology Group.
As part of the takeover, the entire fall-winter 2015-2016 men's collection was completely renewed, including the brand's fundamentals. For this redesign, the brand called on Mauro Taliani, creative director who has worked for Hugo Boss, Sergio Tacchini, Jean-Paul Guatier or Calvin Klein. The new collection was presented at the Pitti Uomo show in Florence.
The new CEO took the opportunity to remind that the identity of North Sails had been reworked by the management team and that there was no typical consumer profile, that every man could come and dress with the brand.
Three new lines
The great novelty is the Blake line, which diverts the technical pieces of the nautical world to make urban clothes and plays a lot with the black color. Deep Blue is more like sportswear and plays with the codes of nautical clothing but in a preppy (classic and bourgeois) way. Ocean Blue appropriates the codes of the surfing world by proposing blue colors and materials reminiscent of the effects of salt on fabrics.
In parallel, North Sails is reinventing 23 key nautical pieces in the Icons series. These essential pieces of the men's wardrobe will be updated each season and will have their own dedicated packaging.
The women's collection, which will also be inspired by the codes of the nautical world and the marine imagination with chic connotations, will be presented next summer.
