Coogi: Timeless Brand or Tired Look?

Article written by: Angela L. Serrette
Posted on: May 9, 2009

Coogi is a designer luxury brand that has enjoyed decades of international recognition and a loyal customer base.  Established in 1969 by Jacky Taranto and purchased by new owners in 2002, their trademark look is an intricately knitted, textural sweater targeted for daywear or casual weekend wear.  In the 80’s, 90’s and in present-day, a Coogi sweater is still seen as a status symbol:  admired by many, but purchased only by the few who have the dollars to spend. The question today is: Does Coogi still have the touch?

The complexity of the knitted patterns and color combinations may remind one of a Koos Van Den Akker exotic pattern sweater or think of Missoni’s intricate colorful fine gauge knits. They are wearable works of art and can make one wonder “how long did it take to make?”

Regardless of economic conditions or financial challenges the company may have faced including ownership changes, the brand is still alive and kicking today. Originally designed as men’s sweaters, Coogi has since branched out into womenswear, kidswear and other product categories such as cargo pants, t-shirts, jackets/ outerwear, hoodies, dresses and denim.

C69 is Coogi’s new line which features relaxed weekendwear such as combo fabric t-shirts, polos and shorts. C69 is more mainstream and has a lower pricepoint, but it is merchandised so that the pieces can be coordinated with the uber-luxe Coogi sweater line.

The past decade has offered the apparel manufacturing industry tough challenges on a domestic and international level.  It’s encouraging to see “old favorites” tough out the hard times and remain competitive.  To date the Coogi sweater is unique and stands alone in distinction.  Knockoffs are easily spotted (so don’t be tempted).

Tired brand? In our view, no way. Spirals of color. Intertwining yarns. Dimensional textures. Exotic in every way. Visually exciting.  A conversation piece.  A timeless trendsetter:  Coogi.