{"id":17855,"date":"2023-11-15T08:27:54","date_gmt":"2023-11-15T08:27:54","guid":{"rendered":"https:\/\/shoestechnologies.exum.eu\/?p=17855"},"modified":"2024-03-15T16:37:07","modified_gmt":"2024-03-15T16:37:07","slug":"north-face-breaks-down-stereotype","status":"publish","type":"post","link":"https:\/\/shoestechnologies.exum.eu\/?p=17855","title":{"rendered":"The North Face: When a brand succeeds in breaking down a stereotype"},"content":{"rendered":"\n

What is The North Face?<\/strong><\/p>\n\n\n\n

It is usually the hardest face of any mountain to climb, but at the same time, it is also the brand that helps you reach certain goals.<\/p>\n\n\n\n

In 1966 Doug Tompkins<\/strong>, a young climber, opened a small store in San Francisco that would quickly become a landmark by providing appropriate items for anyone interested in mountain sports<\/strong><\/a>. The real turning point for the brand came in 1969 with the Ruthsack<\/strong>. One of the first backpacks with an internal frame created to help climbers with their bulky gear. This type of backpack was able to revolutionize the world of hiking by making it accessible to more and more people, affirming The North Face\u2019s professionalism and attention to its products and customers.<\/p>\n\n\n\n

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Doug Tompkins, Co-Founder of The North Face
<\/strong>Credit: The North Face web site<\/figcaption><\/figure>\n\n\n\n

Over the years the brand has also sponsored expeditions of all kinds<\/strong> and to the most remote corners of our planet. One of the first expedition occurred in 1972 when a group of explorers, led by Ned Gillette, crossed two imposing rivers in Alaska covering around 480km in 30 days. The goal <\/strong>of certain event is to demonstrate both the quality and durability of the brand\u2019s products and its willingness to stand up for the support and protection of nature, in this case preventing the construction of the Alaska Pipeline<\/strong>, a pipeline the crosses the entire country.<\/p>\n\n\n\n

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By making things a lot lighter and more functional, we were freeing people up to go much farther<\/strong><\/em><\/p>\nJack Gilbert, VP of Sales and Marketing, 1966-1988<\/cite><\/blockquote>\n\n\n\n

Over the years The North Face has launched many lines of clothing and cutting-edge technologies, for example in the 1980s it added extreme skiing<\/strong> apparel to its catalog or in the following decade it debuted a collection that could help anyone who loves to explore outdoors<\/strong>; from mountaineers through trail runners to simple outdoor enthusiasts.<\/p>\n\n\n\n

In the new millennium The North Face launches its<\/strong> line of hiking and trail-running shoes<\/strong>, managing to expand its catalog again and reach an even larger audience of outdoor enthusiasts.<\/p>\n\n\n\n

The North Face: Revolution is designed\u2026 not just imagined<\/strong><\/h3>\n\n\n\n

The North Face seems to never cease to amaze and to keep working on creating garments that combine technology, comfort and multifunctionality. <\/p>\n\n\n\n

In 2019, Futurelight™<\/strong> was born, a technology that especially revolutionizes the world of waterproof clothing. Its greatest special feature is the use of a nanospinning<\/strong> process that manages to offer greater ventilation and breathability, while maintaining the product\u2019s durability and waterproofness. The North Face, with the creation of the Futurelight™<\/strong> <\/strong>membrane, has set out to dispel the myth that a waterproof garment is exclusively uncomfortable and heavy, succeeding in making a fabric that is lightweight, flexible, comfortable, durable and sustainably designed.<\/p>\n\n\n\n