Celebrity TikTok trend and the ‘pandemic effect’ fuel 400% rise in sales among young urbanites
Forget the camel coat or the classic trench. This winter, investment outerwear is all-weathers friendly, it’s puffy, brightly coloured and has a semi-circle logo in homage to a Californian rock formation. The North Face puffer jackets – such as the classic two-tone Nupste from 1996 – have become both the height of fashion and a familiar sight on streets nationwide. They’re worn by models ranging from Emily Ratajkowski to Kendall Jenner, as well as teenagers in parks everywhere.
These jackets – which cost around £250 new – are a popular secondhand purchase for younger consumers. They are the most searched-for item on Gen Z resale app Depop, with a rise of 500% over the past four months. On eBay, someone searched for The North Face every three seconds from July to December 2020, while vintage store Beyond Retro reported a 315% rise in sales of The North Face items. The brand is popular new, too – Asos reports a 400% rise in sales, year on year, of various exclusive styles.