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V.7: MICHAEL SOUTER

COMBINING EXPERIENCED BRANDING, ARTIST COLLABORATIONS, AND A STUDIO PLAYGROUND.

Woolrich Inc., a heritage brand, undergoes a facelift for its corporate identity alongside the launch of the Todd Snyder for Woolrich collaboration.

In 2024, the Woolrich & Todd Snyder partnership reimagines luxury outdoor fashion, seamlessly blending Woolrich's 194-year heritage with Snyder's visionary approach, setting a new benchmark for the brand. Michael Souter had the distinct honor of collaborating with Todd Snyder on the branding for "Todd Snyder for Woolrich" (Black Label) and leading the redesign of Woolrich Inc.'s identity, followed by the design and development of comprehensive corporate, marketing, and packaging guidelines.

The Woolrich Black Label by Todd Snyder, launching October 1, 2024 at woolrich.com, toddsnyder.com, and select locations—including Woolrich stores in Milan, Tokyo, Munich, and Amsterdam, as well as Todd Snyder stores—elegantly merges Woolrich's storied legacy with Snyder's modern, refined aesthetic.

IN THE STUDIO

From Souter's series, “The Grammar of Ornamentation”, inspired by vintage pages from the 1910 publication of the same name. In this collection, Souter uses original chromolithographs as a foundation, repurposing them with silkscreen applications, sanding, and overlay hand-drawing techniques. For inquiries, contact Russ Steele Gallery.