The two founders were themselves avid mountaineers and named their brand after the cold and unforgiving side of the mountain, the North Face. The company's mantra of "Never Stop Exploring" was always at the heart of TNF, and so countless expeditions to the Himalayas were sponsored. The brand enjoyed great popularity among outdoor athletes and counted as their constant companion.

The mountain calls - but so does the big city!
In the past, you were often ridiculed if you wore special outdoor clothing in the big city. Now you don't go on an extensive expedition when you take the train to the office, but even in the city it can get cold and uncomfortable. With The North Face's water-repellent jackets with GoreTex, you can stay dry and protected even without hiking in the great outdoors. TNF's products are designed by people who are active in the outdoors themselves, so they are thoughtful and useful.

From down jackets to fleece sweaters
Thanks to The North Face, the ordinary down jacket has become an important companion for fashionable people. Whether it's a winter jacket or a fleece jacket from The North Face, outdoor wear has long been part of today's streetwear.

The North Face and the fashion labels
Over the years there have been various collaborations between the outdoor outfitter The North Face and highly respected fashion labels which caused quite a stir. Collaborations with Maison Margiela or Gucci attracted a lot of attention. Especially the collections with the streetwear kings of Supreme makes it clear that The North Face not only has its loyal following among hikers and mountaineers.

The North Face Purple Label - outdoor performance meets streetwear
Particularly popular with streetwear fans is TNF's Purple Label. Nanamica designer Eiichiro Homma, who spent two decades designing for Helly Hansen and The North Face, founded the sub-label in 2003. Homma recognized the need for traditional functional clothing with a casual, streetwear twist. For example, he used new fabrics for classic TNF silhouettes, creating something new to appeal to an audience outside of outdoor activists. For a long time, The North Face Purple Label was not available outside of Japan, and only recently has it been made available to the global market.