The North Face today announced the launch of its Autumn/Winter brand campaign, It’s More Than A Jacket, an initiative honouring 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 all over the world to submit stories and images of their own well-loved products to potentially be included in the official archive.
“For more than 55 years, The North Face has enabled exploration and helped people strive for greatness by providing the best gear to get them there,” said Mike Ferris, VP of Global Brand at The North Face. “Our customers, the feats they have achieved, and the memories they have created are such a big part of our brand’s rich DNA.”
To launch It’s More Than A Jacket in Australia & New Zealand, The North Face is joining with artists Yo! Mafia, B.Wise and Barkaa, alongside The North Face athlete team member Janina Kuzma, drawing on connections from their past to write their stories of adventure into the brand’s history. Kuzma shares her history with The North Face and its impact on her constant pursuit to explore further and deeper.
“As an athlete, you have some pieces in your kit that you keep all the time, they are a symbol of your progression and a companion of comfort in the mountains. For me, my Belay Jacket is more than a jacket. It’s been with me on all my travels. This jacket has helped create the athlete I am today.”
The campaign will come to life throughout autumn and winter as The North Face introduces five new collections that all pay homage to the brand’s DNA, drawing inspiration from The North Face’s rich past to inspire and enable exploration in 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.
The campaign includes the brand’s most iconic insulation piece – the Nuptse – now offered in a version made with 100% recycled fabrics. In the last decade alone, The North Face has sold over 88,000 Nuptse jackets in Australia and New Zealand.
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 also debut ‘A Winter Affair’, which follows Kuzma and fellow member of The North Face athlete team, Sam Smoothy, as they redefine home-grown adventure through eternal exploration of the New Zealand backcountry.
To be featured on The North Face channels in Australia & New Zealand, the brand is calling on explorers everywhere to post to social media using the hashtag #MoreThanAJacket. Those featured will receive a voucher for The North Face to keep the spirit of adventure going and will also have a chance to appear in the San Francisco Museum of Modern Art (SFMOMA). The internationally recognised art museum has partnered with The North Face to bring the global archive to life through a series of participatory programs, which will launch later this year. The programs will feature exploration’s most historically significant designs and the stories behind them, alongside everyday explorers’ submissions from around the world.
Get on and follow @thenorthface_aunz on Instagram to learn more about It’s More Than a Jacket.