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The North Face Finds Its Inner Fashion

Tim Bantle, global general manager of The North Face, described the brand’s transformation from a collection of technical clothing and gear for serious explorers to a label that’s in-demand in the fashion world and collaborating with Supreme, Junya Watanabe and Sacai.
Bantle began by showing The North Face rock, which appears on all of its products, “at the end of Yosemite Valley, there’s this beautiful, monolithic rock,” he said. “It captures our historical essence.”
Bantle is a climber who spent 12 years at Patagonia, and prior to that, worked in guiding and retail. Showing a photo of a frozen tundra, he said, “This is where the most elite climbers in the world go — to the middle of Antarctica to do new climbs.”
Likening The North Face to NASA, but for earthbound exploration, Bantle said, “We enable people to go there and do that. It’s given rise to our most important and iconic products. Those products are part of an Expedition System launched in the Nineties.…We developed these products basically to climb Mount Everest.
“These products basically have a place in our archive and have a cult following around the world,” Bantle added. “The most important iconic products include the Denali jacket Base Camp

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Via:: https://wwd.com/menswear-news/mens-fashion/the-north-face-finds-its-inner-fashion-1203099559/