The North Face launched its Fall 2022 brand campaign, the second iteration of It’s More Than A Jacket. This will bring an initiative that began a year ago full circle by celebrating collected stories of exploration that were submitted by athletes, consumers, brand partners and lifelong The North Face aficionados alike to life.
On Thursday, a selection of stories behind some of the most iconic jackets and designs from The North Face will be on display in a unique, larger-than-life experience at the San Francisco Museum of Modern Art’s First Thursday program.
The “It’s More Than a Jacket” experience will feature an installation comprised of used The North Face jackets and products on loan from brand partners ranging from athletes to designers, to consumers. Some of the stories within this experiential archive include those from The North Face athletes such as Alex Honnold, Jimmy Chin and Ingrid Backstrom; designers Mark Erickson and Angelo Baque; cultural icon and artist RZA, and many more.
Each piece’s unique story will showcase what these jackets have meant to the people who have worn them throughout the years. The installation, designed in collaboration with Grayscale Studio, Experience Research Lab and House of Sorcery and fabricated by Austin Custom CNC, is comprised entirely of recycled and post-consumer materials, as well as created with jackets from the brand’s upcycled clothing program, The North Face Renewed, to convey how important it is to reuse jackets for future explorations and keep them in use for as long as possible.
The event is part of the brand’s ongoing partnership with the San Francisco Museum of Modern Art, which kicked off over a year ago and currently supports SFMOMA’s First Thursdays program, offering Bay Area residents free general admission on the first Thursday of every month. Tickets for First Thursdays can be obtained through the museum’s ticketing page at sfmoma.org.
The campaign will come to life throughout the Fall, as The North Face introduces a number of new collections honoring the brand’s rich heritage – while also looking ahead toward the future. One of these collections will be The North Face first-ever circular collection. The styles in this collection feature conscious choices designed to minimize waste, while creating products that can be more easily disassembled and recycled to keep the adventures going.
The collection will feature pieces for men’s, women’s, and youth, and consists of jackets, quarter zip fleece, pants, and a unisex beanie. The all-fleece pieces are made of 100 percent recycled polyester.
Follow @thenorthface on Instagram and Twitter to learn more about It’s More Than A Jacket.
