Belonging to the huge crowd of Finnish speaking Eyeties, I’ve always wondered why (and why just in Italy) a rather important winter clothes brand has the Norwegian flag on its clothes and the Finnish word Napapijri (Artic circle) on it.
Later on, I discovered that “Napapijri” is actually the name of that brand.
And what shocked me the most: “napapijri” is misspelled, since it should be written “napapiiri“.
What is that? Well, nothing special: just some Italian businessmen who wanted to show that a nordic flag with a strong red color (the Norwegian one suits so well!) and a strange word (what’s weirder than something in Finnish?) with maybe a foreign character (oh well, two “i”‘s together don’t look that nice, do they? Let’s do like this: let’s replace the second one with a “j”; it is such an unusual character in Italian…) would make it.
How many Italians do you think would wonder, what all those things mean? It’s just fashion, darling!
All the truth from Helsingin Sanomat: Seen one napa, seen them all…