Known for timeless pieces such as the G9 Harrington, the G4, and the G10, Baracuta
has achieved a loyal following. Originally created for golfers, their iconic G9 jacket has become a style staple.
For SS23, Baracuta refreshes its iconic heritage, adding new lines while staying true to its roots. With creative direction from Daiki Suzuki and accompanying illustrations by Dick Carroll, the upcoming collection updates the brand's archival energy.
We spoke to Baracuta about their new Project Room platform, collaborating with illustrator Richard Carroll, key elements of the new collection, and more.
Can you please tell us more about Baracuta’s Project Room?
It’s a new digital approach and a way to introduce new collections to our distributors. It’s a very handy tool to have in today’s world, as it’s quick and easily accessible from any device, even when on the move. It’s also a more sustainable way to get information out there, as none of it gets printed.
What made you approach Richard Carroll for the project?
We decided to go with Richard Carroll to illustrate our SS23 collection as he is extremely talented and creative and just gets our vision. We wanted Baracuta’s Project Room to show a more artistic view of the pieces through hand-drawn illustrations, which in our opinion, capture the mood of the collection perfectly. Carroll is a proper fan of Baracuta too, he’s known to wear a lot of our pieces including our iconic G9 Jacket. His artistic touch perfectly represents preppy culture and style.
The company that owns Baracuta, WP Lavori in Corso, celebrates 40 years in business this year and traditional hand-drawn illustrations have always played a part in WP’s history. We feel working with Richard brings WP and Baracuta together even more and will do wonders for their heritage.
What is the concept behind the SS23 collection?
The SS23 collection is inspired by the desire for rebirth and freedom, something which is often expressed during the summer season. Baracuta expresses this with new variations of colours, fabrics and models. It’s a perfect collection for those looking for timeless, high-quality pieces.
Can you talk us through the key colourways within the collection?
Inspired by the aesthetic of British gardens in bloom, the new collection is a kaleidoscope of colours. From turquoise to pink, to yellow and deep red, typical colours in the Tudor rose, the symbol of England. The colour palette for this season is extensive and it invites you to express yourself and your style.
What are the main pieces you are most excited about from this collection and why?
We are so excited to launch our G9 Jacket in new and completely unexpected colours. We also want to let the world know that they are totally genderless, and can be worn by anybody, no matter who they are. Something else we are looking forward to is the launch of some new styles which will be available in Suede. Lastly, we just have to mention our Polo Knitwear, high-quality garments coming in a load of colours, while also giving off pure preppy energy. What more could you need?
What key element would you like people to take from this collection?
We want people to see Baracuta for more than just our signature G9 Harrington Jacket. We get it, it’s one of the most iconic jackets out there, and we too are obsessed, but we also pride ourselves on our enormous range of products like our polo shirts, trousers, accessories, knitwear, and shirts.
What was the biggest issue that you had to face during the design process for the new collection and how did you overcome it?
It’s got to be the supply chain and maintaining the production of our G9 solely in the UK, where it’s always been since the very beginning. We also try to keep the production of other garments mainly in the EU, so we can keep prices stable while guaranteeing max possible quality.
What's next for the brand?
Daiki Suzuki is going to carry on as Creative Director for the Brand, with SS23 being his first signature collection. We’re also planning collabs with top-notch, interesting, and trendy brands. Lastly, sustainability and high-performance fabrics will become an extremely important part of the development of Baracuta’s next collections.
What are you looking forward to at PITTI?
PITTI is going to be top-class, as Baracuta will finally be able to catch up with our friends and family. We are also dying to continue to build new and exciting connections, adding to our close-knit community. We want to be able to welcome everybody to experience our world.