The North Face Extreme: Tapping Into The Archives
The North Face Extreme Capsule, From The ’90s To Now
The North Face may originate from humble beginnings on the west coast of America, but its ambitions – from the outset – were anything but ordinary. Born out of a passion for mountaineering, the San Fran-hailing label sought to outfit people bound for global pursuits, whether that meant those consumed by wanderlust or extreme go-getters. Their mission statement was simple.
By seeking this status and stature during their formative years, the ‘North Face’ namesake quickly grew into its own entity and was soon distinguishable through every corner of the globe. Whether it was on the slopes of the French Alps or around campfires in Norway, The North Face’s identity quickly discovered mass circulation.
From this point, the brand officially ‘began sponsoring expeditions to some of the most far-flung, still largely untouched corners of the globe’, thus making way for the iconic introduction of, Never Stop Exploring™, a company mantra that still resonates today. Bonding camaraderie with these individuals and their adventures led TNF to uncover design cues in myriads of areas, all derived from one common denominator – humanity.
More than 50 years after its inception, TNF has now delivered countless collections while positioned high on the world’s stage, and for 2020 the brand chooses to revisit its extensive archive. Comprising retro typefaces, decorative graphics and a tricolour aesthetic, the latest The North Face pieces turn back the clock on the ‘90s.
Perfectly in sync with the resurgence of the era and the industry’s grip of it, these colourful garms call on the 1992 The North Face Extreme capsule. Referencing once more the brand’s penchant for the great outdoors, each piece is emblazoned with an ‘extreme’ slogan, while clad in commanding hues of black, cherry and turquoise.
In many ways reminiscent of the brand’s Black Label ‘Rage’ capsule, that was trialled and tested by professional skiers and extreme snowboarders, this new offering has a distinctive urban edge to it. From breezy tees to rain jackets, and heavy-duty backpacks, the collection can transform from climate to climate, from purpose to purpose and from every environment.
Shop The North Face Extreme Collection at Aphrodite from 15/01/2020.