The North Face launches its fall brand campaign, It’s More Than A Jacket, an initiative honoring and celebrating the memories and stories of adventure created over the brand’s more than 55-year history. To capture the meaning behind every piece of gear, The North Face is launching its first-ever crowdsourced digital archive, calling on explorers worldwide to submit stories and images of their own well-loved products to potentially be included in the official archive.
As part of the campaign, The North Face is looking to its Northern California roots, partnering with fellow Bay Area icon and internationally recognized art museum the San Francisco Museum of Modern Art (SFMOMA) to bring the archive to life through a series of participatory programs at the museum in Fall 2022. The programs will feature exploration’s most historically significant designs and the stories behind them alongside everyday explorers’ submissions.
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.
The campaign will come to life throughout the fall as The North Face introduces six collections that pay homage to the brand’s DNA, drawing inspiration from The North Face past to inspire and enable exploration into the future.
Each collection speaks to The North Face mission to continue to inspire exploration and shows how every adventure can live on through gear: from bringing back the gear that outfitted the first-ever non-mechanized crossing of Antarctica in 1990 that drew global attention to the need for preservation of the continent to introducing the brand’s most iconic insulation piece – the Nuptse – now offered in a version made with 100 percent recycled fabrics.
It’s More Than A Jacket will launch with a feature anthem film that brings to life the idea that stories from the past are woven into every jacket. The brand will 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 and potentially appear in the SFMOMA experience, 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 and the partnership with SFMOMA will be available throughout the fall and into 2022.