Lesface’s brand story

Origin of the company

In 1966, Doug Tompkins founded The North Face, a small retail store specializing in snowboards, backpacks and mail order business in the North Beach area of ??San Francisco. ?, the store is located at 308 Columbus Avenue, California. The Grateful Dead even made a special trip to perform at the store on its opening day.

The image source of "The North Face?" Logo is Half Dome, a mountain in Yosemite National Park in California, USA. Its name comes from the highest point on the mountain. The cold, most difficult north slope.

In 1968, Doug Tompkins established The North Face's mission statement: "Make the best products in the world" and "Bring the custom back." and “have repeat customers”). This declaration has also become the source and motivation for everything The North Face will do in the future.

Leading Change

In 1968, the first product was the Sierra Parka jacket (in English, Sierra means tooth-shaped mountain), and the name also comes from Doug Thompkins A love for mountain climbing. The Sierra Parka jacket has also become a classic product of The North Face? Every year, Sierra Parka jackets are launched in different colors and innovative cuts.

In 1968, backpacks became the biggest innovation since the founding of The North Face? brand. The first inner-frame backpack, the Ruthsac, was launched, ushering in a new era of lightweight backpack revolution. Since then, a series of backpacks launched according to different outdoor needs have led a generation of young people to explore their dreams.

In 1975, The North Face? launched Oval InTENTion technology, an innovative multi-sided dome design that replaced the traditional A-frame tent. The design of this tent is inspired by Buckminster Foe's ("Buck") spherical theory, which uses the least amount of material to achieve maximum effectiveness. It is also the first tent to use flexible aluminum tent poles.

Introduction of new slogan

In 1997, The North Face? adopted a new slogan-"Exploration never stops", replacing the original slogan that had been used since 1977- - "Experienced the practical test of various adventures".

The expedition sets sail

In 1969, The North Face? provided its services to the Arctic Institute of North America (Arctic Institute of North America) located on Mount Logan at an altitude of 5959 meters in the Yukon Territory of Canada. Equipment needed at high altitudes. The North Face? sponsored adventure activities began.

In 1980, Pakistan’s Karakoram ski crossing expedition: Galen Rowell, Kim Schmitz, Ned Gillette and Dan Asay completed the first winter crossing with difficulty and successfully skied across the Karakoram, a total length of more than 480 kilometers. Kunlun Mountain area.

In 1983, the Extreme Gear series made of GORE-TEX? fabric became popular in the entire ski clothing market once it was launched. Product testers included Squaw Valley, California skier Scott Schmidt and the Egan brothers. The "Extreme Team" with them as the core has appeared in many ski movies shot by Warren Miller Company.

In 1987, Snowbird Everest Expedition: Sally McCoy, equipment director of The North Face?, personally participated in the mountaineering activity and received design inspiration for the Expedition System series during the expedition.

Since then, a series of timeless classic outerwear including Nuptse, Lhotse, Khumbu and Sagamartha have been named after local peaks and glaciers.