It’s More Than a Jacket, the new project by The North Face
Together with the San Francisco Museum of Modern Art, The North Face presents the American brand’s first digital archive. The project was created with the aim of celebrating 55 years dedicated to exploration, as well as reinforcing the commitment to the protection of natural heritage.
TNF looks back on a history rich in adventure and exploration encapsulated in many memories but also concrete products. The jackets of the brand have made history, meeting people, remote and spectacular places but also the streets of the most magical cities. To collect all these memories and the people linked to them, TNF has developed a crowdsourced digital archive, inviting exploration lovers from all over the world to share their stories and images of their adventures linked to the brand’s products. The project, called “It’s More Than a Jacket“, has been developed in collaboration with SFMOMA and will feature the most representative visual works of the exploration world and contributions from enthusiasts.
The new campaign also sees the involvement of beatmaker, multi-instrumentalist, rapper, record producer RZA and the band HAIM along with TNF team athletes Conrad Anker and Ingrid Backstrom. The campaign will launch later this fall along with the launch of six new collections designed to celebrate the brand’s DNA.
