THE NORTH FACE

The North Face, with its motto, "Never Stop Exploring", has been at the summit of technical fashion since 1966. Douglas Tompkins, a young American climber and environmental activist founded the brand in San Francisco, a major cultural hub of the time. Becoming a reference in the world of outdoor equipment for explorers around the world, the brand forged a serious reputation. Taking its name from the most arduous side of a mountain to climb, The North Face inaugurated its half-dome logo, a tribute to a granite dome in the Yosemite Valley, California. Over time, the brand infiltrated the urban market, offering technical clothes for mountain sports and everyday life, with items like its Nuptse jacket, launched in 1992 and beloved by stars like Kendall Jenner, Jennifer Aniston and Jared Leto. Young people on the East Coast fell in love with the jacket, wearing it in their day-to-day city lives. Made famous in part by the world of hip-hop in the 90s, thanks to the Notorious BIG, the Nupste became an iconic release from The North Face among other items like the Ruthsack, released in 1969: a light, practical backpack for carrying hiking gear, one of the first of its modern iterations. Then in 1977, the brand released their first GORETEX items, specially designed for amateur skiers - waterproof, breathable and adapted to various weather conditions. In 1978, the Base Camp duffel made waves as an all-terrain essential and another iconic piece. First made in a flexible, laminated vinyl, in 1986, it was released in ultra-durable ballistic and waterproof nylon. Since its founding, sustainable development has been at the brand's core, with the use of materials like recycled surplus fabric from the Vietnam War and an overall ethical, sustainable design philosophy. Proving its commitment through concrete actions, this American brand regularly collaborates with seasoned adventurers and specialised organisations. In 1972, for one of its first sponsored expeditions, Ned Gillette trekked 480 kilometres across Alaska in 30 days. And in 1989, The North Face co-founded The Conservation Alliance along with REI, Patagonia and Kelty. Their aim? To contribute annually to local organisations that protect the last wild spaces in North America. The North Face is an adventuring brand that adapts to all environments with its practical, minimalist style.