MILAN — Napapijri is making its first serious push in Latin America by entering Mexico in partnership with leading luxury department store group El Palacio de Hierro.

The Italian brand founded in 1987 and part of the VF Corp. portfolio is opening two franchised monobrand stores inside El Palacio de Hierro’s Santa Fe and Satélite units in Mexico City. It will also debut nine shop-in-shop units at other El Palacio de Hierro doors in Guadalajara, Monterrey and Mexico City, among other locations.  

“Mexico represents an exciting new chapter for Napapijri. As part of the VF portfolio, we have already seen strong affinity for the lifestyle segment in this market, supported by a consumer base closely aligned with our existing customers around the world,” said brand president Valentina Visconti Prasca. “This gives us confidence that Mexico is ready for Napapijri’s unique blend of outdoor heritage, contemporary style and cultural exploration,” she offered.

“We see significant opportunities across the region…[and] we look forward to building lasting connections with a new community of cultural adventurers and sharing our vision of contemporary exploration with Mexican consumers,” she said.

Although the Europe, Middle East and Africa region remains the core Napapijri market, Visconti Prasca described Mexico as the natural next step for its “alignment with our brand values and long-term growth ambitions.”

Founded in Aosta, Italy, at the foot of Mont Blanc in the late 1980s as a maker of technical travel bags inspired by the world of polar explorations, Napapijri conscripted “Stranger Things” star Jamie Campbell Bower as the face of its fall 2026 ad campaign.

The British actor, who plays the role of the villain Vecna in the hit Netflix series, is depicted wearing distinctive Napapijri gear, including the brand’s signature Rainforest anorak, across Stockholm; Courmayeur, Italy, and Tokyo, as part of the campaign’s “Where Next?” concept.

The full campaign, to be revealed in the fall, features other local talents, collectively depicting what Napapijri bills as a “geography of humans,” driven by the same passion for exploration and curiosity.

Named after the Finnish word associated with the Arctic Circle, Napapijri has evolved from maker of trave bags crafted from waxed cotton canvas into full-fledged premium lifestyle brand with an outdoorsy and urban bent that offers men’s, women’s and kids’ ready-to-wear, footwear and accessories.

It was acquired by VF Corp. in 2004.