The North Face calls for your adventure stories

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Wu Tang Clan The Rza co-founder in his 1990’s The North Face-era Denali jacket.

Do you have a great adventure story? A video of you and your The North Face gear could end up at the Museum of Modern Art in San Francisco next year.

On October 12, The North Face announced its fall brand campaign, It’s more than a jacket, an initiative to honor and celebrate the company’s 55-year adventure. To capture the stories behind its durable gear, the San Francisco-based adventure company is calling on explorers from around the world to submit stories and images of beloved and well-used products. The North Face will choose the best (and most emotional) stories to include in its official archives, which will come to life in a series of fall 2022 programs at SFMOMA. The exhibits will feature the most significant designs and stories in the history of the Bay Area Exploration Company, as well as submissions from famous adventurers and cultural icons.

“Our customers, the achievements they’ve accomplished and the memories they’ve created are an integral part of the rich DNA of our brand,” said Mike Ferris, vice president of global branding for The North Face in a statement. hurry. “With these archives, we commemorate the people, products and stories that continue to inspire our community and move the world forward.”

It’s more than a jacket joins music stars like Wu co-founder Tang RZA and LA’s HAIM in tandem with The North Face explorers Conrad Anker and Ingrid Backstrom, describing their adventure stories inside the attributes and gear of the Mark.

“In the ’90s, not only was The North Face the rugged and stylish outfit we needed on the streets of New York, it was more than a jacket as it was a witness,” RZA said in a promotional video. “It was a testimony of the brotherhood that we inspired and that inspired us. By entering this jacket into the archives, I have the chance to relive and preserve the memories I have lived forever. “

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As the campaign kicks off this fall, The North Face will present six new collections that pay homage to the brand’s DNA, drawing on its rich past to inspire future getaways. This will include the Nuptse, which, after outfitting the very first non-mechanized Antarctic crossing of the 1990s, will now be offered in a 100% recycled fabric version inspired by the gear that fitted the very first non-mechanized crossing with Antarctica in the 1990s (the transantarctic capsule).

To contribute to the official archives and potentially appear in the SFMOMA experience, post on social media using the hashtag #MoreThanAJacket. Additional information on “It’s more than a jacket” can be found at www.thenorthface.com.

Read more: How to venture out solo

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