The Address Magazine Nov-Dec 2013 #92: The Winter Issue

— The North Face Himalayan Parka
From prominent American politicians to Hollywood celebrities,
the distinctive half-dome logo is a familiar sight on
parkas and backpacks, but despite its popular appeal, The
North Face has humble beginnings. Founded in 1966 by
two friends – Doug Tompkins and Kenneth ‘Hap’ Klopp –
to cater to backpackers, mountaineers, campers and other
outdoor enthusiasts, the brand has evolved into a veritable
powerhouse, one that is synonymous with high-performance
gear and apparel designed to withstand the most
brutal conditions.
Named after the coldest, most unforgiving side of most
mountains, the brand’s early years established its foothold
in the category not only by specialising in high-quality gear
but also by sponsoring athletes and expeditions to remote
locations across the world. As early as 1972, The North Face
was already well known, as the company backed climbing
legends Jim Bridwell and Kim Schmitz as they trailblazed
a new route up the biggest wall in Yosemite National Park.
At the same time, the brand was also making a name for
itself in designing lighter, more efficient gear to help explorers
reduce bulk and weight such as the Oval Intention,
the first lightweight, geodesic tent with flexible aluminium
poles, and the Back Magic pack, an innovative adaptation
to the conventional rigid frame backpack design. In 1985,
The North Face introduced its classic mountain jacket, the
foundation on which its entire clothing line is based.
But the road to success wasn’t without its ups and downs.
Although the original business soon gained a steady following,
the company’s attempt in the 1980s to manufacture all
its own products led to a host of problems, from issues with
the supply chain and delayed delivery to high amounts of
capital being invested in inventory. Furthermore, an attempt
at running their own outlet stores to sell lower-priced
products was not well received by consumers or wholesale
customers. As a result, all the outlet stores were eventually
closed, but the damage had already been done.
In an effort to turn things around, Odyssey Holdings acquired
the company in 1988 and implemented significant
changes which revived the brand’s ailing financial health.
However, in an ironic turn of events, Odyssey Holdings itself
filed for bankruptcy in 1993.
This represented yet another dramatic change for The
North Face, but fortunately one that took an upward trend,
and one which saw the transformation of The North Face
Visit The North Face flagship store at e@Curve.
Holdings into The North Face, Inc. and the continued rise
of an iconic brand. Throughout its difficulties, the brand
has remained a constant presence in stores and – most importantly
– the hearts and minds of its customers, who carry
its gear and apparel to all four corners of the globe.
GOING FURTHER, GETTING STRONGER — Be it expeditions
to the bitter heights of the Himalayas or the barren Sahara
desert, The North Face is a consistent and dependable
companion for professional athletes as well as amateur sports
fans. With its mantra ‘Never stop exploring’, the brand is
also a strong advocate for nature appreciation and preservation,
sponsoring numerous individuals and groups, as well
as funding non-profit organisations that help children reconnect
with nature via The North Face Explore Fund.
However, the brand philosophy takes on a whole new
meaning when extreme athletes looking to push the boundaries
of performance and endurance put The North Face
products to the test at events like The North Face 100, a
distance trail run which enters its fifth year in 2013. This
year’s theme is ‘Break All Boundaries’ and it has been run in
six countries so far: Thailand in February, Taiwan and the
Philippines in April, China and Australia in May and Singa-
INNOVATION MILESTONES
1969 1972 1975 1976 1978 1985
The SIERRA PARKA
is introduced,
marking the brand’s
fi rst foray into
‘classic’ apparel.
The fi rst TNF-
BACKED
EXPEDITIONS
TO YOSEMITE,
where Jim Bridwell
and Kim Schmitz
trailblazed a
new route up the
biggest wall in the
national park.
OVAL INTENTION is
the fi rst lightweight,
geodesic tent with
fl exible aluminium
poles.
BACK MAGIC
PACK offers an
alternative to the
conventional rigid
frame backpack
design.
TNF backs a
13-WOMAN
TEAM on their
ANNAPURNA
ASCENT, led by
Arlene Blum.
The MOUNTAIN
JACKET marks the
birth of the entire
The North Face
clothing line.
70 TA | NOV/DEC 2013