Collaboration: The Story of What Happens When Wool Meets Sail!
Co-branding is the biggest trend in consumer marketing right now. Sea Bags has been on the forefront of this unique type of collaboration. The most recent example of this type of business relationship links Sea Bags with the Woolrich Company, that is a 175 year old woolen mill and lifestyle-driven brand, to combine earthy wool accents with the maritime Dacron sail material to create a limited number of handsome totes, shaving kits and iPad cases.
Here is Q&A with Nick Brayton, president of Woolrich for an insider’s perspective on how these collaborations form.
1. What is Woolrich’s approach to collaborations?
We have been collaborating with other brands for quite some time. It stems from the days when we supplied wool and made garments for other brands. Collaborations are very powerful in that they expose both parties to new audiences through products and stories that are at the heart of both brands.
2. What aspects does Woolrich seek in a brand that they collaborate with?
The great thing about collaborations is the creative process and the amazing products that are the result. Before we get to that stage, we look for brands that use our wool in a new way and can introduce us to a new audience. That said the brand has to be a good fit and this is a qualitative assessment.
3. What was it about Sea Bags that attracted Woolrich to co-branding?
Sea Bags and its products have a great story. Woolrich products in general are very land based and to mix our wool with sail was a very interesting proposition. The result are bags unlike any other in the market.
4. What has been the feedback regarding pairing Woolrich classic wool with the texture of recycled sails?
The natural wool fiber paired with the man-made sail cloth evokes an amazing response. The first thing people want to do is touch it and feel the contrasting materials and then they immediately want to take it home with them.
5. How do both brands compliment each other?
Both brands compliment each other rather nicely. We're obviously older, there is the land verse sea aspect, but we both share a strong commitment to domestic manufacturing. It's our differences combined with our commonalities that made for such a great collaboration.