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Ultimately, The North Face’s extensive portfolio of collaborations typifies the brand’s multiple identities.
It is a reference for everybody from the most directional Japanese labels to the most mainstream American brands.
For the uninitiated, it can be confusing to walk into the local The North Face retailer and not find the Purple Label bag you were hoping to get your hands on.
So, when unpacking the many identities of The North Face, where does one even start?
While collaborations, limited releases, and specialized product have all made their mark, the mainline Nuptse has arguably been the pre-eminent puffer on the market since the ’90s.
Two years later, in 1968, the fledgling company was acquired by Kenneth Klopp, who relocated The North Face to Berkeley.Thomas Gorton, Digital Editor of explained that, “In Merseyside […] if a crew of guys dressed in black North Face got on [the bus], nine times out of 10 we’re in trouble.Nine times out of 10 the lads wearing North Face are gonna win, too.” Embedded among the youth and embodying a certain status, The North Face has spawned some of streetwear’s most iconic jackets.Under Klopp, The North Face started designing and producing its own apparel and equipment.Throughout the ‘70s the brand emerged as a favorite among outdoor aficionados and introduced skiwear to its offering as the decade wore on.
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The North Face has also emerged as a favourite among high-end Japanese designers (owing, in part, to the brand’s prestige in Japan) and has led to collaborations with the likes of Junya Watanabe and Sacai in recent seasons—though, it should be noted that the Watanabe x The North Face partnership extends as far back as 2006. brand has developed a strong track record of collaborating with its stablemates.