Pennsylvania-based outdoor clothing giant Woolrich has dropped their Fall 2018 campaign in an exclusive collaboration with R&B legend Lauryn Hill.

‘Woolrich: American Soul Since 1830’ marks the legendary music icon’s first ever fashion campaign and features Hill in a special rendition of “Ex-Factor” performed on piano music with on-screen text detailing what American Soul means to her. The video was filmed in Washington Heights, New York and alludes to Hill’s smash hit music video for “Doo-Wop/That Thing.”

“In this epic campaign, we have recast Woolrich in the narrative of American innovation by connecting the brand to one the most meaningful and deeply iconic parts of the history of this country: music,” says Brian Phillips, Creative Director of Framework. “We chose Ms. Hill as the first collaborator for ‘Woolrich: American Soul since 1830’ because her music is one of the most important cultural exports from America in the last 30 years.”

The campaign also features a limited-edition capsule collection customized by Hill and styled by acclaimed Rihanna stylist, Mel Ottenberg.

“The opportunity to work with Ms. Hill was the perfect start to our ongoing ‘American Soul’ project, highlighting Woolrich’s American heritage. We wanted Ms. Hill to bring her unique artistic eye to the product and DNA of the brand so we invited her to put her own spin on these classic Woolrich styles, reflecting her interpretation of ‘American Soul,” explained Andrea Canè, Creative Director of Woolrich.

The customized line of products consists over 30 jacket sketches, logos, concepts, and materials.

The collection will be launched and available to shop this fall across Woolrich stores in collaboration with top retailers in North America and Europe.

www.woolrich.com