Napapijri
VF Corporation · Italy
Napapijri is an outerwear and casualwear brand founded in 1987 in Aosta, Italy, by Giuliana Rosset. It has been owned by the American group VF Corporation since 2004 and is run from VF's European base in Stabio, Switzerland. The brand is best known for its Skidoo anorak.
| Founded | 1987, Aosta, Italy |
|---|---|
| Founder | Giuliana Rosset |
| Owner | VF Corporation (since 2004) |
| Headquarters | Stabio, Switzerland |
| Global president | Valentina Visconti Prasca (appointed 2025) |
| Website | napapijri.com |
What is Napapijri?
Napapijri is a European outerwear and lifestyle brand with roots in the Italian Alps. It makes jackets, apparel, footwear, accessories and travel bags, and is recognised by its Norwegian flag logo. The brand belongs to VF Corporation, the Denver-based group whose portfolio also includes The North Face, Vans and Timberland.
History
Napapijri was founded in 1987 in Aosta by entrepreneur Giuliana Rosset. It started with the Bering Bag, a waxed canvas duffel, before moving into outerwear in 1990 with the Skidoo, a lightweight, rainproof anorak. The first store opened in Chamonix in 1997. VF Corporation acquired the brand in 2004, and a first US store followed in New York's SoHo in 2006.
In June 2025 VF appointed Valentina Visconti Prasca, formerly of Yoox, as global president of Napapijri, succeeding Silvia Onofri, who had left to become chief executive of Miu Miu.
Products and positioning
Napapijri sits in the premium segment of outdoor-inspired casualwear. Its range includes:
- The Skidoo anorak and other outerwear
- Fleece, sweatshirts and knitwear
- Footwear and accessories
- Bags and luggage
Business model and distribution
The brand is focused on Europe, the Middle East and Africa. It sells through sporting goods and fashion retailers, its own stores and e-commerce. Within VF it is managed from the group's European hub in Stabio, in the Swiss canton of Ticino. Modaes reports that the 2025 leadership change is part of VF's wider transformation under chief executive Bracken Darrell, which has included cost cuts and the sale of Supreme.
Why it matters
Napapijri illustrates how a niche alpine label can become a large European outerwear brand inside a global group. Its next phase is closely tied to VF's restructuring, making it a useful case for how portfolio owners manage smaller brands alongside their biggest names.
Frequently asked questions
Who owns Napapijri?
Napapijri is owned by VF Corporation, the American group that also owns The North Face, Vans and Timberland. VF acquired the brand in 2004.
Where is Napapijri from?
Napapijri is an Italian brand founded in Aosta in 1987. Today it is run from VF's European base in Stabio, Switzerland.