Napapijri x Obey | Spring/Summer '24

Napapijri and OBEY introduce the second chapter of their collaboration.  Blending outdoor aesthetics, utility details, and contemporary streetwear, the capsule presents a collection of styles that are equally suited for the outdoors and the world's most crowded cities. The campaign triggers a bitter-sweet reflection on the concept of crisis and the positive impact that can be achieved from collaborative action. Playing with a surreal imagery and with the notions of amazement and mesmerisation, the Beeman not only speaks to the very real issue of endangered species, but it also calls upon hive mentality - the collective consciousness that emerges when a group of individuals come together to share thoughts, ideas, and information. About the campaign: Shot in Los Angeles directed by British Louis Lincoln-Bottcher and Sludge Creative, the campaign triggers a bitter-sweet reflection on the concept of crisis and the positive impact that can be achieved from collaborative action. Playing with a surreal imagery and with the notions of amazement and mesmerisation, the Beeman not only speaks to the very real issue of endangered species, but it also calls upon hive mentality - the collective consciousness that emerges when a group of individuals come together to share thoughts, ideas, and information. Explore the Napapijri x OBEY Collection at Napapijri.com