The North Face has announced the launch of a fall brand campaign called It’s More Than A Jacket. The initiative will honour and celebrate the memories and stories of adventures created over the brand’s more than 55-year history. They’re launching their first-ever crowdsourced digital archive, calling on climbers 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. With this archive, we are memorializing the people, products and stories that continue to inspire our community and move the world forward.”
To launch It’s More Than A Jacket, The North Face is joining with cultural icons and artists RZA and HAIM alongside The North Face athlete team members Conrad Anker and Ingrid Backstrom to be the first explorers to submit to the archive this fall, drawing on connections from their past to write their stories of adventure into the brand’s history.
“As an artist, style has always been an expression of identity and a way to mark a moment in time,” said RZA. “In the 90s, not only was The North Face the rugged, stylish gear we needed on New York City’s streets, it was more than a jacket because it was a witness. It was a witness to the brotherhood that we were inspiring, and that inspired us. By entering this jacket into the archive, I get the chance to relive and preserve the memories lived in it forever.”
“For as long as we can remember, we’ve had a curiosity for the unknown and a love for the world around us,” said HAIM. “From experimenting with different rhythms and instrumentation to discovering a new style or city, exploration is a part of everything we do. Through these adventures, our jackets from The North Face have been with us along the way and have become more than a source of function; they’ve comforted us when we’re away from home and remind us of everywhere we’ve been.”
This fall, The North Face will also debut three extended films throughout the fall featuring adaptive athlete Vasu Sojitra, freestyle skier Jossi Wells and leader of the 1990 International Trans-Antarctica Expedition, Will Stegar.
To contribute to the official archive, The North Face is calling on explorers everywhere to post to social media using the hashtag #MoreThanAJacket. Additional information and official terms around how It’s More Than A Jacket will come to life will be released this fall and winter.