NORTH SAILS APPAREL LAUNCHES FW23 CAMPAIGN
North Sails invites you to “Go North” with its immersive FW23 campaign
North Sails debuted its FW23 "Go North" collection at Les Voiles de Saint-Tropez, one of the Mediterranean's most extravagant regattas. The campaign's soundtrack exclusively featured the sounds of the ocean instead of instruments. The soundscape was crafted to enhance the buying experience by adding another dimension to the consumer journey. The music mirrors the same attention to detail that North Sails puts into understanding fabrics and designs that respect and evoke the essence of the ocean.
'North' is more than a name
North Sails Apparel is unique. As a company with roots in sailmaking, it embraces the spirit of the ocean - from the demands of the Southern Ocean to the joys of waterside living. It understands that the ocean isn't simply a sport or fashion. It understands that the ocean is a way of life. Instead of just presenting products, North Sails truly invites you to look beyond the horizon.
Today, the push of the wind and the pull of the ocean still power North Sails, and the brand's legacy in innovation represents features and benefits that transcend performance sailing. It is a business that charts its own course- literally and figuratively. It is a place where those who share North Sails' passion for the ocean can aspire, achieve, and 'Go North' together.
Go North for FW23
The focus of the collection is on technical gear, with the use of high-quality materials to ensure product longevity and durability. FW23 will also see the launch of North Sails' Icons Project, where the first iteration of the products are reimagined for everyday wear.
If there is one single garment that exemplifies the brand's journey, it's the classic Sailor Jacket. For FW23, North Sails has reimagined this icon with The Reversible Sailor. Based on the original sailor jacket silhouette and re-designed for everyday wear, it is the first fully reversible jacket ever constructed by North Sails.
FW23 is the least resource-intensive collection from North Sails – using recycled synthetics instead of virgin materials and plant-based fabrics grown with organic practices. The Reversible Sailor uses surplus fabrics from previous collections, resulting in the brand's first fully upcycled jacket.
Marisa Selfa, CEO North Sails Apparel says, "We're now at a point where sustainability is the minimum starting point – we aim to reduce our footprint even more with every collection. North Sails Apparel's goal is to give back and regenerate the ocean – at North Sails we call this being 'Ocean Positive.'
Selfa continues, "That's why we've developed guidelines that help steer our teams in the selection of the most responsible materials on the market. We use organic and recycled cotton to reduce the use of pesticide-heavy cotton. In this collection, we also introduced upcycled garments made from 'deadstock rolls' which has allowed us to avoid producing new materials by using fabrics from previous collections. Our new FW23 campaign shows that North is more than our name. It's more than a word - it's an intention, a destination, a call to action. If you're ever in doubt of where to go next, Go North!"
"The Sailor Jacket is the first ever clothing product North Sails launched. We developed it in the 1980s as a comfortable replacement for the usually very bulky foul weather gear of that era and have reimagined it for the modern day." Selfa concludes.
The cast members
FW23 is the first brand campaign that celebrates all aspects of the business: sailing, action sports, and apparel. North Sails fronted the campaign with cast members instead of models to highlight this. The cast all have strong ties to the ocean and authentic stories to tell. They personify the values of North Sails and represent the brand's past, present, and future.
There's Kwaku Asante, the dynamic North London singer and lyricist whose music centers around connecting people. A member of North Sails' leadership team, Max Blom, and his daughter Bobby also front the campaign. Max is the Brand Director of North Action Sports and the founder of the water sports brand Mystic (a brand acquired by North Sails in 2019).
Other cast members include the likes of Abby Ehler, professional offshore sailor, trailblazing climate activist Louis IV, professional paddle boarder Tihana Metta, stylist Isabelle Landicho, and renowned ocean photographer Clare James. Together, inspire rather than teach, showing the true breadth of the Ocean Positive universe created by North Sails.
