We’ve all got that jacket, the one that has been on countless adventures around the world, it’s torn, patched, not the perfect fit it once was…but it’s our jacket and it’s going wherever we go.
The North Face is celebrating 55 years this winter! That’s a lot of jackets and even more stories and connections to adventure over time.
To capture the meaning behind every piece of gear, The North Face is launching its first-
ever crowdsourced digital archive, calling on explorers all over the world to submit stories
and images of their own well-loved products to potentially be included in the official archive.
“For more than 55 years, The North Face has enabled exploration and helped people strive
for greatness by providing the best gear to get them there,” said Mike Ferris, VP of Global
Brand at The North Face. “Our customers, the feats they have achieved, and the memories
they have created are such a big part of our brand’s rich DNA.”
The North Face NZ team Rider Roland Morley-Brown paid homage to his jacket full of stories saying “I got on The North Face way back in 2014 and one of the first items I received was the Thermoball Jacket and it very quickly became my favourite piece. Since then it has become so much more than just a jacket to me…its my pillow, my blanket, my sleeping bag & sometimes I even wrap it around my feet like slippers to keep my feet warm – its with me everywhere I go, it’s my travel companion and its value is priceless for the memories I’ve created wearing it“.
The campaign will come to life throughout autumn and winter as The North Face introduces
five new collections that all pay homage to the brand’s DNA, drawing inspiration from The
North Face’s rich past to inspire and enable exploration in the future. Each collection speaks
to The North Face mission to continue to inspire exploration and shows how every adventure
can live on through gear.
The campaign includes the brand’s most iconic insulation piece – the Nuptse – now offered in
a version made with 100% recycled fabrics. In the last decade alone, The North Face has
sold over 88,000 Nuptse jackets in Australia and New Zealand.
To be featured on The North Face channels in Australia & New Zealand, the brand is calling
on explorers everywhere to post to social media using the hashtag #MoreThanAJacket.
Those featured will receive a voucher for The North Face to keep the spirit of adventure
going and will also have a chance to appear in the San Francisco Museum of Modern Art
(SFMOMA). The internationally recognised art museum has partnered with The North Face to bring the global archive to life through a series of participatory programs, which will launch
later this year. The programs will feature exploration’s most historically significant designs
and the stories behind them, alongside everyday explorers’ submissions from around the
world.
Follow @thenorthface_aunz on Instagram to learn more about It’s More Than a Jacket.
