![]() ![]() ![]() The North Face, Inc., is a manufacturer and distributor of high-grade equipment and apparel used in mountaineering, skiing, and backpacking. Employees: 859 Sales: $238 million (2005 est.) NAIC: 448190 Other Clothing Stores 315999 Other Apparel Accessories and Other Apparel Manufacturing Wholly Owned Subsidiary of VF Corporation Incorporated: 1994 as The North Face, Inc. ![]() “Yeah, I know it’s quite expensive.2013 Farallon Drive San Leandro, California 94577 U.S.A. ”Mine was around $400,” 14-year-old Jeon Seo-hyun boasts in the article. The status that comes with wearing one was seductive. The LA Times then reported on bullies at schools forcing pupils to buy their discarded jackets to fund a purchase of more expensive ones, and students caught conducting a burglary to raise funds to buy North Face jackets. This reached international headlines in 2012, when a widely-circulated blog post revealed how different styles announced a pupil’s place in the high school pecking order – from loser, in the cheapest Nupste, to “the boss” in a Himalayan Down parka. Hugely popular with high school students in the noughties, The North Face items were called “spine-breakers” by parents, because the high price broke their financial backbone. Speaking to The Cut in 2018, The North Face collector Joey Ones said that young people regularly shoplifted the brand’s jackets in the 90s, sometimes reselling them.Similar crime has been reported in South Korea. The jackets became so highly prized – and are so highly priced – that they were the cause of crime. Teenagers wearing The North Face jackets means they have the potential to become a controversial item for the grown-up establishment – as happened in the US in the 90s. They are now so hard to get that they can cost over £400 on the app. Peter Semple, chief marketing officer at Depop, credits social media: “From November to December, we saw 20 times more searches for ‘Brown North Face Puffer’, coinciding with its recent popularity on TikTok.” This TikTok trend can be traced back to Jenner wearing a brown The North Face puffer in winter 2019. A recent alliance with MM6, a Martin Margiela brand, saw Bella Hadid and Hailey Bieber wear a sell-out gilet.Įndorsement from models like Hadid, Bieber and Jenner – with their huge Instagram followings – probably have more influence on young people buying The North Face than a designer collaboration. The brand, which was founded in San Francisco in 1966 and is now owned by the VF Corporation, has collaborated with streetwear giant Supreme since 2007. Photograph: is familiar to fans of The North Face – and it’s part of its crossover appeal. Kendall Jenner, ice skating with sister Kourtney Kardashian, wearing The North Face brown puffer. It has been endorsed by A$AP Rocky this week, along with Vogue staffers. ![]() The North Face Gucci-monogrammed puffer is the latest example. He says, “style fans like nothing more than to rock highly engineered gear… It’s made for the mountain but wow does it look cool on the streets”. Jeff Carvalho, the co-founder of streetwear site Highsnobiety, describes the Nupste as “the icon for the category”. It could be seen as “peak gorpcore”, the trend for young urban creative types to wear outdoorsy items. This week, the brand revealed its much-anticipated collaboration with Gucci: The North Face x Gucci monogrammed puffer, with a video featuring climbers, graffiti artists and the brand’s eccentric designer, Alessando Michele. The Nupste was relaunched in 2018 with celebrities like Kanye West wearing it. It also fits into a yearning for comfort in a year of anxiety – wearing a coat that doubles up as a duvet is reassuring.īut, in addition to those qualities, The North Face has fashion pedigree. A jacket designed for braving the elements is infinitely more desirable when leisure time is limited to outside. Some of the popularity is the pandemic effect. ![]()
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