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Introducing: The North Face

18th September 2014 | Posted in Mens & Brands by Ryan Gray

 

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It’s one of the most recognizable outerwear brands on the planet, and from the heights of the Himalayas, to the lows of the city streets, The North Face has blended technical innovation with high level performance in a style that perfectly suits an outdoor inspired look.  

Despite its cold weather credentials, the decision to start The North Face was actually made on a beach in San Francisco over 40 years ago, by two friends who shared a passion for hiking and mountaineering.
1966 saw the opening of the first The North Face store- the tiny shop, not far from the same beach that the two hikers first had their business idea, specialized in mountaineering equipment and clothing.
The stores reputation grew, and soon, in 1968, it relocated to larger premises on the other side of San Francisco Bay. It was here that the two friends began to expand the possibilities of The North Face, as they began to produce their own self-titled technical mountaineering equipment and apparel.

Throughout the 60’s The North Face name continued to spread, not just in the San Francisco area, but also across America.  The brand began to supply expeditions that were taking place all over the world- providing mountaineers; climbers and outdoor athletes that set out to conquer some of the most far flung and untouched corners of the earth with equipment and clothing of an impeccable standard.
The successes of their chosen explorers gave The North Face a reliable reputation of quality and technical advancement; something that the label built on in the 80’s, when they applied their cold weather technologies to the ski industry.
It was in this era that The North Face really began to make an impact on fashion. In an age when piste style was on the slide, The North Face injected a well earned dose of colour, bringing in a fresh slope side culture that was all about being seen wearing the right kit whether you were strolling through the resort, or enjoying après ski in your favourite bar.

This fresh take on outerwear styling, that carried bold, bright colours and patterns, slowly worked its way down from the mountainside to some of the most fashionable city streets in the world. The North Face was being spotted in the towns and cities; its infusion of premium protection from the elements, mountaineering heritage and individual style proving a hit amongst the casual outwear scene.

From The North Face parka jackets, through to technical fleeces and puffer jackets, the American label that was born on the beach has provided a hugely popular and visible link between the extremes of the wilderness and the day-to-day demands of urban life.

 

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