DNA STRANDS
To support you during The North Face journey. What is NECESSARY and important for you to know?
History & heritage
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DISRUPTION FOR OVER 57 YEARS
Let’s begin with where it all started, with a small mountaineering shop born on the beaches of San Francisco. 52 years ago, when Doug and Susie Tompkins founded TNF, they wanted to do more than just give fellow outdoor enthusiasts the equipment to explore.
They wanted to share their love and passion for the outdoors with more people.
We were founded on Purpose.
They wanted to share their love and passion for the outdoors with more people.
We were founded on Purpose.
“believe, Commit and figure it out”
DOUG TOMPKINS
PHOTO OF ORIGINAL SHOP
- Let’s begin with where it all started, with a small mountaineering shop born on the beaches of San Francisco.
- 52 years ago, when Doug and Susie Tompkins founded TNF, they wanted to do more than just give fellow outdoor enthusiasts the equipment to explore.
- They wanted to share their love and passion for the outdoors with more people.
- We were founded on Purpose.
“OUR MISSION WAS NOT TO SELL ANOTHER SLEEPING BAG OR JACKET.
OUR MISSION WAS TO CHANGE THE WORLD.”
Hap Klopp
In 1968, when Hap Klopp became the CEO, he embraced this Purpose...
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He recognized that,
“Our mission was not to sell another sleeping bag or jacket. Our mission was to change the world.”
He brought in people who shared that ambition, who realized that this company was about more than the products we made; it was about the potential to change the world.
In the decades that followed, we were one of the first major companies to use our scale to bring awareness to important social issues.
In 1975, we inaugurated the Ice Nine Award, a provocative award that sparked conversations and raised environmental awareness by acknowledging the entity contributing most to ecological destruction in the world.
In 1986, we used our perception as a “macho” brand to turn the tabooed conversation around AIDS on its head—combatting misinformation that AIDS was a disease of sexual orientation.
That same year, we led the peace movement by creating “Pro Peace Tents” for the Great Peace March for Global Disarmament, all in service of standing for causes bigger than ourselves.
“Our mission was not to sell another sleeping bag or jacket. Our mission was to change the world.”
He brought in people who shared that ambition, who realized that this company was about more than the products we made; it was about the potential to change the world.
In the decades that followed, we were one of the first major companies to use our scale to bring awareness to important social issues.
In 1975, we inaugurated the Ice Nine Award, a provocative award that sparked conversations and raised environmental awareness by acknowledging the entity contributing most to ecological destruction in the world.
In 1986, we used our perception as a “macho” brand to turn the tabooed conversation around AIDS on its head—combatting misinformation that AIDS was a disease of sexual orientation.
That same year, we led the peace movement by creating “Pro Peace Tents” for the Great Peace March for Global Disarmament, all in service of standing for causes bigger than ourselves.
Be Different
Be Bold
Be Responsible
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This was the spirit of The North Face from the outset and the expectation of the brand.
Happ tells the story of DISRUPTION and being one of the first Americans into China trying to source Goose Down.
Happ tells the story of DISRUPTION and being one of the first Americans into China trying to source Goose Down.
- Poor quality coming out of China
- Got Vendor to secure them a visit to China
- Had to convince the US banks to transfer $1 million to buy down
- Great storytelling to share with the consumers
- Happ was visited by both the FBI and CIA
We have always been a leader
In the past 52 years, The North Face has established itself as the undisputed leader in the outdoor industry by always being at the cutting edge of progressWe introduced many ground-breaking innovations to help people go further and explore the remotest places on the planet, but we were also social innovators and part of a counter-culture that was looking for solutions to society’s challenges.
Revolutionary Then. Iconic Now
The North Face has produced several products that can truly be considered ICONIC.
These are the 6 products that The North Face have introduced to the market over the years and have since become true icons of the outdoor industry.
These 6 items have redefined the exploration and outdoor arena, and are now just as recognisable on the street as they are on the mountain.
These 6 items have redefined the exploration and outdoor arena, and are now just as recognisable on the street as they are on the mountain.
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Geodesic 2m Dome Tent
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Our first icon was born in 1975 – the 2m dome tent, when TNF collaborated with famous designer and architect Buckminster Fuller.
Applying the geodesic dome principle to our tents provided more space on the inside and made the tent more stable.
This is now the benchmark design for expedition tents since then. By not applying for a patent (to allow the design to be used to help tackle homelessness in the San Fransisco Bay area) this design is now utilized and can be seen across the globe.
· Expedition ready
· Geodesic dome design and pole configuration
maximises internal space
· 8 person capacity
Applying the geodesic dome principle to our tents provided more space on the inside and made the tent more stable.
This is now the benchmark design for expedition tents since then. By not applying for a patent (to allow the design to be used to help tackle homelessness in the San Fransisco Bay area) this design is now utilized and can be seen across the globe.
· Expedition ready
· Geodesic dome design and pole configuration
maximises internal space
· 8 person capacity
Mountain Jacket
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The Mountain Jacket and pant were first seen in 1985, the complete suit being the genesis of an entire expedition apparel line.
From its first design, the Mountain Jacket changed the world of mountaineering, it introduced new innovation and revolutionary materials to help explorers conquer the world’s highest peaks.
In 1986 the first Americans to scale the “classic 6 north faces of the Alps” in a single season used the Mountain Jacket and Pants suit: Matterhorn, Cima Grande di Lavaredo, Petit Dru, Piz Badile, Eiger, Grandes Jorasses.
Iconic in the city and on the mountain, it has now been reimagined with FUTURELIGHT for S20
· Advanced waterproof and breathability through FUTURELIGHT technology
· Zip in compatible
· Pack and harness friendly pock
From its first design, the Mountain Jacket changed the world of mountaineering, it introduced new innovation and revolutionary materials to help explorers conquer the world’s highest peaks.
In 1986 the first Americans to scale the “classic 6 north faces of the Alps” in a single season used the Mountain Jacket and Pants suit: Matterhorn, Cima Grande di Lavaredo, Petit Dru, Piz Badile, Eiger, Grandes Jorasses.
Iconic in the city and on the mountain, it has now been reimagined with FUTURELIGHT for S20
· Advanced waterproof and breathability through FUTURELIGHT technology
· Zip in compatible
· Pack and harness friendly pock
Basecamp Duffel
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In 1996 The North Face introduced the Basecamp duffle, quickly becoming the first product on the packing list of our athletesMade from 1000 denier ballistic nylon, thousands of these bulletproof gear-totes have circumnavigated the globe, survived the roughest baggage handlers, and been carried by porters, yaks and camels to all regions of the earthNow used as the go-to travel bag for all young travelers.
· Detachable shoulder straps
· Water resistant Basecamp ballistic nylon
· Available in 6 sizes: XS – 31L up to XXL -150L
· XS and S sizes suitable for carry-on luggage
· Detachable shoulder straps
· Water resistant Basecamp ballistic nylon
· Available in 6 sizes: XS – 31L up to XXL -150L
· XS and S sizes suitable for carry-on luggage
Denali Fleece
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The original Denali jacket made its debut on the backs of pioneers Todd Skinner and Paul Piana during their historic free ascent of Salathé Wall climb in 1988, revolutionizing technical fleece for future generations. It is now the go-to fleece for multi purpose exploration.
Denali is the highest peak in North America and the 3rd most isolated peak on Earth. Koyukon (a specific Alaskan dialect) for “the high one”, the mountain was known as Mt McKinley up until 2015 when it was renamed to its Alaskan name.
· 100% recycled fleece
· Zip in compatible
· Water repellent overlay
Denali is the highest peak in North America and the 3rd most isolated peak on Earth. Koyukon (a specific Alaskan dialect) for “the high one”, the mountain was known as Mt McKinley up until 2015 when it was renamed to its Alaskan name.
· 100% recycled fleece
· Zip in compatible
· Water repellent overlay
Nuptse Jacket
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The Nuptse jacket started life in 1992 as an integral part of our athlete's mountain clothing system.
Tibetan for “West Peak”, Nuptse lies 1 mile from Mt Everest and is considered the Western Peak of this climbing goldmine.
Every feature that makes up the Nuptse jacket serves a purpose. Most Iconic is the innovative baffle construction which minimises shifting down and maximises warmth. Born out of purpose, the Nuptse jacket is now the iconic puffer jacket with a cult following, thriving in cold weather conditions from Himalayan base camps to downtown Manhattan.
· Lightweight
· Packable
· Down filled for best warmth to weight ratio
· Short length to allow for harness compatibility
Tibetan for “West Peak”, Nuptse lies 1 mile from Mt Everest and is considered the Western Peak of this climbing goldmine.
Every feature that makes up the Nuptse jacket serves a purpose. Most Iconic is the innovative baffle construction which minimises shifting down and maximises warmth. Born out of purpose, the Nuptse jacket is now the iconic puffer jacket with a cult following, thriving in cold weather conditions from Himalayan base camps to downtown Manhattan.
· Lightweight
· Packable
· Down filled for best warmth to weight ratio
· Short length to allow for harness compatibility
Himalayan Suit
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First launched in 1994 the Himalayan suit has become one of the trueicons of highaltitudesummits around the world.
Fully baffled down suit for high altitude climbing and cold weathersurvival. This suit has supported hundreds of explorers in some of the highestand coldest places on earth, including Kit DesLauriers, thefirst person to ski all 7 summits in 2006
7 summits – highest peak in each continent - Denali (NA), Aconcagua (SA), Vinson ( Antarctica), Elbrus (EU),Kilimanjaro (Africa), Everest (Asia), Kosciuszko (Aus)
· Welded baffles
· Combination of 700 and 800 fill down
· DWR finish for added water resistance
Fully baffled down suit for high altitude climbing and cold weathersurvival. This suit has supported hundreds of explorers in some of the highestand coldest places on earth, including Kit DesLauriers, thefirst person to ski all 7 summits in 2006
7 summits – highest peak in each continent - Denali (NA), Aconcagua (SA), Vinson ( Antarctica), Elbrus (EU),Kilimanjaro (Africa), Everest (Asia), Kosciuszko (Aus)
· Welded baffles
· Combination of 700 and 800 fill down
· DWR finish for added water resistance
This training will touch on the history behind each of the icons and also highlight some of the features and benefits of the current incarnations of these iconic designs.
LOGO
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“ONE OF OUR WAYS TO DIFFERENTIATE OUR PRODUCT THAT COULDN’T BE DUPLICATED, WAS THE LOGO. IT BECAME AN ARTICLE OF FAITH.”
DAVID ALCORN
REGISTERED
TRADEMARK
®
REGISTERED TRADEMARK
SIGN SHOWS UP IN 1995
SIGN SHOWS UP IN 1995
TYPEFACE
aaAA
ELVETICA BOLD:
SANS SERIF CLASSICAL TYPEFACE, TIMELESS, MODERN AND BOLD
SANS SERIF CLASSICAL TYPEFACE, TIMELESS, MODERN AND BOLD
ICON
STYLIZED REPRESENTATION
OF THE HALF DOME
PEAK IN YOSEMITE, CA.
OF THE HALF DOME
PEAK IN YOSEMITE, CA.
First introduced in 1997 and locked up with the red box logo in 1998, never stop exploring has been a key part our marketing language and messaging for over 20 years. Its place within the messagung hierarchy has certainly shifted over that time, from campaign tagline to a sign off on a hangtag. But make no mistake about it – never stop exploring is the line of the brand. Its an impactful call to action, and perfectly articulates the brand purpose. Our intention is to position this powerful statement at the center of everything we do.
NEVER
stop
exploring™
ICONIC COLOURS
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Colour is a central part of a brand's identity.
TNF has a rich history of colour, spanning more than 50 years as a technical outdoor brand.
The North Face’s iconic colours are pulled from our design legacy and represent a powerful visual trigger, especially when paired with the black and white brand blocking.
TNF has a rich history of colour, spanning more than 50 years as a technical outdoor brand.
The North Face’s iconic colours are pulled from our design legacy and represent a powerful visual trigger, especially when paired with the black and white brand blocking.
EXPEDITIONS
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ON MOUNTAIN action:
EXPEDITIONS
The North Face has a long history of planning, funding, producing and documenting expeditions in far-flung corners of corners of the planet. Whether born of an athlete’s outrageous vision, or an opportunity to test limits of a new technology in outerwear or the equipment, the outcome is consistent: an authentic window into the elite of mountain sports. A documentary-like capturing of moments defined by the action and environment. No filter needed.
Athletes
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TNF ATHLETES
From the very beginning, Our role has been to equip those that do the most extraordinary things in the most extraordinary places.
They provide TNF with:
Credibility
Always pushing the edge of what’s possible
Always pushing the edge of what’s possible
Inspiration for our products
Their real-life experiences inspire our innovation
Their real-life experiences inspire our innovation
Stories to tell and inspire others
Every expedition is a range of challenges—feats both physical and mental
Every expedition is a range of challenges—feats both physical and mental
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They are driven by a deep sense of purpose
They have all found what sets their souls afire, and let it guide their lives
JIM MORRISON
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It's About
Nature as a way to understand and heal yourself
"The outdoors became a really big outlet for me. A place to heal.”
Christina Lusti
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It's About
Creativity and self-expression
"And I think the way that you move through the mountains is a reflection of who you are and how you feel in that moment.”
Jimmy Chin
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It's About
Exploring the limits of human potential
“Never stop is about human potential."
Emily Harrington
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It's About
Pushing your known boundaries
"Exploration is where pushing your known boun you'redaries."
Conrad Anker
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It's About
Reverence for and becoming one with the mountains
"Conrad’s motivation for climbing is altruistic and endearingly simple — he reveres the mountains.”
“This athlete team and the spirit of what this athlete team does: it’s what separates us from every other brand”
“There’s something to what our athletes are doing, which resonates more broadly than we think it does.”
We think we’re only touching the surface on what our athletes are doing.
And that there is an opportunity to go deeper into that and use that.
We think that there is something there that could resonate much more broadly. And this is again a sentiment that came across strongly not only when we talked to athletes but also to the organization.
Everyone seems to feel that what this team does is pretty special and unpacking the reasons behind it is really quite interesting
And that there is an opportunity to go deeper into that and use that.
We think that there is something there that could resonate much more broadly. And this is again a sentiment that came across strongly not only when we talked to athletes but also to the organization.
Everyone seems to feel that what this team does is pretty special and unpacking the reasons behind it is really quite interesting
“Exploration is where you’re pushing your known boundaries.
What lays ahead of us And what lays behind us are tiny matters compared to what lies within us.”
Emily Harrington
That at the end of the day all or any of the expeditions is not another first or another summit but a person changed and the growth of that person.
