The story of Napapijri, whose name is the Finnish word for the Arctic Circle, started in the early ‘90s, in Aosta. Green Sport Monte Bianco spa was set up to make innovative, technical backpacks and bags under the Napapijri label to meet the needs of demanding travellers. The experimental vocation of this family business naturally extended to apparel as well. With discreet colours and wearability more similar to that of urban clothes, the brand gradually put together an offering that definitively abandoned the brilliant colours that had been the fashion on snow till then in favour of a completely different look that was to create a powerful new trend in the sector.