Super warm. Super cool. Super super. It’s The Super Puff™ and it lives up to its super name. Back for Winter 2020 in 8 styles, 12 innovative fabrics, and over 65 colors, Aritzia’s iconic puffer is fully loaded with top-of-the-line technical details and available at all Aritzia stores and aritzia.com. Worn by the likes of Ariana Grande, Kendall Jenner, Hailey Bieber, Margot Robbie, and Hunter Schafer, The Super Puff™ has officially transcended cult-status, catapulting into a whole new world — Super World™.
Designed in collaboration with LA-based, Canadian Designer Willo Perron (Creative Director behind Drake’s flying Ferrari and Jay-Z’s 4:44 album to name a few), Aritzia’s Super World™ pop-up boutiques — launching in New York on November 6 and Los Angeles in late December — deliver a fully immersive next chapter for The Super Puff™ franchise. Super World™ invites all to explore the extraordinary world of Super Puff, where state-of-the-art, in-store technology and world-class service through the brand’s knowledgeable team of Style Advisors come together all in the name of one super puffy jacket.
Earlier this year, Aritzia announced its takeover of New York’s iconic Dean & DeLuca space at 560 Broadway. The launch of Super World™ officially kicks off their commitment to the much-loved, heart-of-SoHo address. Meanwhile, in Los Angeles, Super World™ will occupy one of fashion’s most revered spaces — the original location of Fred Segal on Melrose Avenue. Paying homage to both of the coveted addresses, certain elements will be left original, including Dean & DeLuca’s fully restored and polished, vintage marble floors.
“Our engaging service, beautiful product, and aspirational environments deliver our clients the Everyday Luxury experience they have come to love and expect from us,” said Aritzia CEO and Founder, Brian Hill. “Our world-class design team conceives unique, bespoke iterations for every boutique, capturing imaginations through rich, immersive, human experiences — something we believe people crave now more than ever.” Driven by the Aritzia team and in partnership with Willo Perron, the Super World™ pop-ups promise a distinct sensory experience. “This extraordinary partnership of our best design team along with Willo’s creative vision is like nothing we’ve ever done,” said Hill.
The Super World™ pop-ups allow enthusiasts to experience Aritzia’s full assortment of The Super Puff™ collection in a surreal habitat. Both boutiques feature Super World™-exclusive serpentine inflatables and custom furniture to offer a clean, minimalist aesthetic. Nearly 700-square-feet of 4G video wall will play virtual host to the Climate Lab, detailing the innovative materials and technical construction of The Super Puff™. Meanwhile, a wintry-wonderland diorama provides a picturesque scene so you can take your puffer on an in-store adventure. Super World™ will also be home to the Canadian retailer’s brand new, designed-to-pair Sweatfleece line, The Super Fleece™.
“Super World™ is playful and whimsical while simultaneously a polished and elegant space,” said Willo Perron of his design approach. “The super-sized inflatable, an obvious nod to The Super Puff™ and its signature super-plush comfort, is fun and a bit boisterous…makes you want to just jump into a big puffer jacket.” There’s a symbiosis in the contrasting structural elements which Perron says “create an almost calming rhythm, almost like a drum beat, perfectly in sync, almost dancing, like in a live performance.”
Almost like you need to experience it for yourself.
The Super Puff™
- 8 styles — from the Shorty to the Long, including 2 men’s styles
- 12 innovative, weatherproof fabrics
- 65 colors and counting
- 3 levels of protection, engineered to deliver warmth down to -40°C / -40°F
- 100% responsibly sourced goose down
- 700+ fill power
- Fully loaded with top-of-the-line technical details
Article Courtesy of
SOURCE Aritzia Inc.(Communications) via PR Newswire
