Comfortable, Functional, Technical and Stylish are some of the key attributes that
immediately come to mind when considering the ideal sportswear brand. The sports apparel market is vast, and the brands are never- ending, offering a plethora of products capable to meet all needs and preferences, and even satisfy the most demanding costumers.
Nowadays, the significant demand of sportswear extends beyond their functional purpose and strives towards the rapidly evolving fashion industry.
As we explore the dynamic world of sportswear looking for a brand that embodies all these qualities, one name comes to mind, and that is none other than The North Face. A name associated with adventure and exploration, and a brand- catalyst that has played a crucial role in shaping the sportswear industry while establishing its influence in a global level.
Vision, Mission & History.
Named after the most challenging and precarious side of the mountain, with a logo of Yosemite park’s Half Dome in California, and with a mission to “Provide the best gear for athletes and the modern- day explorer, support the preservation of the outdoors and inspire a global movement of exploration.”, The North Face encourages its consumers to reach for their dreams. With a vision to “change the lives of those who inspire us to aim for extraordinary dreams” the company managed to revolutionize outdoor sportswear and has now become one of the most globally recognized and trusted brands in the sportswear industry.
Founded in 1966 by Doug Tompkins and his wife Suzie Tompkins Buell, in San Francisco California, The North Face specialized mainly in mountaineering equipment. However, two years later in 1968, the company got acquired by Kenneth Klopp and soon thereafter the brand moved to the Berkley Area and began producing apparel goods as well.
Throughout the 60s the company sponsored a noteworthy number of expeditions around the globe and therefore acquired its slogan of “Never Stop Exploring” that has remained an intact part of its identity until today.
During the 1980s the company began offering skiwear to its customers, revolutionizing the market by adding extreme colors and accessories, and laying the groundwork for mountain- wear fashion as we nowadays know it.
All though the company’s production of athletic goods was primarily addressed to outdoor enthusiast and hikers, it wasn’t long before its customer base expanded beyond those looking for comfortable and technical clothing and entered the streets of New York. By the late 1990s and after the iconic North Face jackets made their appearance in various video clips of the American hip - hop group Wu- Tang Clan, it didn’t
take long for consumers to adopt sportswear in their everyday lifestyle. This allowed the brand to cement its position in hip- hop culture and be recognized and embraced as streetwear by the urban masses of New York. A brand born in the mountains, got adopted by the streets, making the 1990s the golden age of North Face.
In the present day, The North Face brand is a proud member of VF Corporation, one of the worlds largest apparel footwear and accessories company groups. During 2021 alone the brand generated an impressive revenue of 11.8 billion dollars, solidifying its position in the sportswear market. Moreover, it has been renounced one of the most influential companies of 2023 by TIME magazine, as well as one of the best outdoor clothing brands according to Highsnobiety. With billions of loyal customers around the globe, The North Face continuous to thrive and maintains its commitment to keeps on crafting unique outdoor sportswear utilizing high quality, sustainable materials and innovating technologies, while preserving its authentic identity.
Action Projects
The North Face aspires to be more than just a brand and is dedicated to go beyond and leave a meaningful impact in the world. With this commitment in mind the company maintains a strong presence in a diversity of movements spanning from humanitarian to ecological causes.
One such attempt was the support it provided during the crisis taking place in Ukraine where The North Face donated both financial aid and products to assist the Ukrainian refugees
Environmental responsibility molds the ethos of the company. As mentioned before, a large part of the company’s mission is to preserve the outdoors. The environmental commitment of the brand takes form through an attempt to develop recyclable products by using 100% recycled fabrics or fabrics generated from renewable recourses with an eco- conscious production process, effectively minimising material waste.
Community engagement
In addition to the eco-philanthropic initiatives that the company takes, also tries to maintain active communication and engage with its consumers. To accomplish that The North Face hosts a series of events at its basecamps, spread across diverse locations worldwide and encouraging its followers to attend. These events span from trail runs to ski workshops and not only strengthens the brands community but also promote the brand’s values.
Furthermore, the brand has brought together a group of prestigious athletes specializing in a plethora of sports such as climbing, mountaineering, skiing, snowboarding and trail running. North Face supports and follows their athletic journey and expeditions creating short films and documentaries for everyone to learn their stories and witness their attempt to push the limits of human potential.
In essence, The North Face successfully manages to escape the borders that come with a company status and doesn’t waste time on promoting sportswear. On the contrary it has associated its name with the spirit of adventure, the thrill of exploration and a world without limits. This goes beyond selling products, it sells the idea behind the brand and inspires its consumers to conquer new horizons and embark on their own journey.
Sources :
コメント