The document discusses the success of The North Face and Patagonia outdoor brands. It analyzes their marketing strategies and how they have become popular streetwear brands. Both companies target urban customers looking for thrill and adventure by selling the lifestyle of mountain exploration. Their marketing emphasizes ideals of sustainability (Patagonia) or innovation and performance (The North Face). Press coverage from 2015-2018 is presented, showing how the brands capitalized on trends like streetwear, 90s nostalgia, and collaborations to build popularity among non-outdoor urban audiences.

1. What’s behind the success of
and
Case history by Quieto Vivere

2. 2
Let’s start by defining their place in the market
(just quickly)
BRAND COMMODITY
Different value perspective
Experience
Ideas
Emotion
Confidence
Innovation
Personality
Meaning
Adding value in the mind of the consumer
Satisfying consumer wants
Function
Function
Function
Function
Function
Function
Function
Best price
Satisfying consumer needs
What’s behind the success
of The North Face and Patagonia?

3. What’s behind the success
of The North Face and Patagonia?
3
Let’s start by defining their place in the market
(just quickly)
BRAND COMMODITY
Different value perspective
Patagonia
$200 mln revenue
1000 employees
We are saving the world
The price says: you are
being conscious
Ideals
80% Brand
20% Commodity
The North Face
$ 2.3 bln revenue
We are bringing constant innovation
The price says: you are buying
performance
Function
65% Brand
35% Commodity
Quechua
150 employees
We make the best product for the
lowest price
The price says: acceptable quality
Price
20% Brand
80% Commodity

4. What’s behind the success
of The North Face and Patagonia?
4
A closer look at The North Face and
Patagonia marketing models
What do both brands have in common?
They are selling the thrill of the
mountains to the urban masses
They were born at the same
time in the same place
Both outdoor apparel
companies have become
popular street fashion brands in
recent years
Yvon Chouinard, founder of Patagonia

5. What’s behind the success
of The North Face and Patagonia?
5
Patagonia
Sustainable outdoor clothing company
founded by a legendary rock climber
TARGET
The mountaineer who cares about the
future of the planet
MARKET
Urban customers who live relatively
unadventurous lives
The North Face
Outdoor clothing manufacturer selling
garments and gear for climbing,
backpacking, running and skiing.
TARGET
The overachieving weekend warrior
MARKET
Urban customers who live relatively
unadventurous lives

6. What’s behind the success
of The North Face and Patagonia?
6
Patagonia
TARGET
Fly Fisherman New Wader - $700
The North Face
TARGET
Two Meter Dome - $5,500
*most expensive item on their website
MARKET

7. What’s behind the success
of The North Face and Patagonia?
7
But how exactly did they become cool?
They hit 3 recent trends:
Streetwear
Normcore
90s nostalgia

8. What’s behind the success
of The North Face and Patagonia?
8
Streetwear
Streetwear has gained huge popularity in fashion in the last 3-5 years,
having existed as a niche market for 15-20 years.
With this shift came big marketing and the original streetwear crowd
took a more “anti-marketing” stance. They switched their allegiance
to brands that were, in some way, “anti-marketing” too.

9. What’s behind the success
of The North Face and Patagonia?
9
Normcore
Normcore is the name given to a unisex
fashion trend born in 2013 characterised by
unpretentious, normal-looking clothing.
Normcore wearers are people who do not
wish to distinguish themselves from others
by their clothing. This is not to say that
they are unfashionable people who throw
on whatever comes to hand, but that they
consciously choose clothes that are
practical and low-profile – except perhaps
for a visible label to impart prestige.

10. What’s behind the success
of The North Face and Patagonia?
10
90s Nostalgia
The scene of the late 1990s to the early 2000s is finally back.
We all knew this was going to happen.

11. What’s behind the success
of The North Face and Patagonia?
11A 2015-2018 press study
So how did they get here?
Highsnobiety + Hypebeast

12. What’s behind the success
of The North Face and Patagonia?
12
The North Face Patagonia
2015
THE NORTH FACE PURPLE
LABEL 2015 Summer Lookbook
April
Patagonia Just Launched a Site
for Buying Repaired Clothing &
Some Pieces Are Fire
Vault by Vans x The North Face
Collection Lookbook October
Patagonia Introduces the
Sustainably Harvested “Merino
Air” Line
The North Face HyperAir GTX
Has Ultimate GORE-TEX
Breathability
Patagonia’s First Food Product
is Wild Idea Buffalo

13. What’s behind the success
of The North Face and Patagonia?
13
Patagonia
2016
Slam Jam & The North Face Red
Come Together for Spring 2016
Jacket Collection
Patagonia to Donate 100% of
Its Black Friday Sales to
Environmental Groups
Publish Brand Joins Forces With
The North Face for “Midnight in
Antarctica” Footwear Range
Patagonia’s New ReCollection
Is Made From as Many
Recycled Materials as Possible
The North Face Teams With
Slam Jam to Bring Its Layering
System to the Streets
Patagonia Makes a Strong Case
for Legalizing Industrial Hemp
Cultivation With 'Harvesting
Liberty' Documentary
The North Face

14. What’s behind the success
of The North Face and Patagonia?
14
Patagonia
2017
Paris’s Dopest Street Style at the
Supreme x The North Face SS17
Drop
Patagonia Launches New Down
Sleeping Bag 45 Years in the
Making
THE NORTH FACE PURPLE
LABEL & Nanamica Are
Dropping These Pristine Pieces
Tomorrow
Patagonia Unveils Its First-Ever
Workwear Line
Timberland & The North Face
Fully Reveal Their Boot & Jacket
Collaboration
Patagonia Takes on Trump Over
U.S. National Parks
The North Face

15. What’s behind the success
of The North Face and Patagonia?
15
Patagonia
2018
The North Face & COMME des
GARÇONS Debut
Heritage-Inspired Outerwear
Patagonia Is Giving You a Way
to Fight for the Planet
The North Face Pays Homage to
Its ’90s Roots With “Fantasy
Ridge” Collection
Kanye West Shows That
Patagonia Sweats Are a
Summer Must-Have
THE NORTH FACE PURPLE
LABEL & BEAMS Go Trench
Heavy for FW18
Patagonia Debuts Sustainable
Steel Forge Denim Jacket &
Pants
The North Face

16. What’s behind the success
of The North Face and Patagonia?
16
The North Face & Supreme
2007
2008
2010
Fall/Winter Spring/Summer

17. What’s behind the success
of The North Face and Patagonia?
17
The North Face & Supreme
2011
2012
2013
Fall/Winter Spring/Summer

18. What’s behind the success
of The North Face and Patagonia?
18
The North Face & Supreme
2014
2015
2016
Fall/Winter Spring/Summer

19. What’s behind the success
of The North Face and Patagonia?
19
The North Face & Supreme
2017
2018
Fall/Winter Spring/Summer

20. What’s behind the success
of The North Face and Patagonia?
20
Patagonia: sustainability and business are not contradictions
Patagonia, the outdoor clothing brand with an
environmental focus, was founded in 1973 by
Yvon Chouinard, who had been
manufacturing pitons (metal anchors used in
rock climbing) that would not damage the
rock since 1964. While consistently offering
the best quality, the brand has contributed to
a sustainable society by developing
eco-friendly materials and returning 1% of its
sales back to the environment. Patagonia has
redefined the role of a company and
continues to inspire the outdoor industry and
the world.
Yvon Chouinard, legendary founder of Patagonia

21. What’s behind the success
of The North Face and Patagonia?
21
“The accepted model of capitalism, which
necessitates endless growth and deserves the blame
for the destruction of nature, must be displaced.”
“At Patagonia, making a profit is not the goal
because the Zen master would say profits happen
'when you do everything else right'.”
Patagonia: sustainability and business are not contradictions

22. What’s behind the success
of The North Face and Patagonia?
22Conclusions

23. What’s behind the success
of The North Face and Patagonia?
23
Conclusions
The North Face
Leader in product innovation
The North Face marketing is 100% driven by innovation.
Performance
The best performance, both in extreme outdoor conditions
and everyday urban life.
Collabs
The North Face crossed over into the fashion market early
on by collaborating with popular streetwear or fashion
brands. This is now a very common brand marketing move
but they were way ahead of the crowd.
#1 in streetwear fashion
#1 in $100 jackets
#1 in extreme outdoor

24. What’s behind the success
of The North Face and Patagonia?
24
Conclusions
Patagonia
Leader in sustainability
Patagonia marketing is driven by the desire to save the
planet.
Ethics
Patagonia founder Yvon Chouinard is gaining increasing
popularity and legendary status for the innovative way that
he has created the most sustainable company ever.
Patagonia wants to fight against consumerism and aims to
create long-lasting products that can always be repaired.
It’s anti-fashion
Many celebrities are starting to use Patagonia to make a
statement: they care more about the future of the planet
than their outfit.
#1 in ethics
#1 in sustainability
#1 in engaged celebrities

25. What’s behind the success
of The North Face and Patagonia?
252015-2018
The North Face press coverage
Highsnobiety + Hypebeast
https://www.highsnobiety.com/
https://hypebeast.com/

26. What’s behind the success
of The North Face and Patagonia?
26
● The North Face’s “HypeAir GTX” Is the Brand’s Most Breathable Jacket Ever December
● The North Face HyperAir GTX Has Ultimate GORE-TEX Breathability December
● From Biggie To KITH: The Rise of Utilitarian Garments in Streetwear December
● The North Face Founder Douglas Tompkins, 72, Dies in Tragic Kayaking Accident December
● The North Face’s Moon Parka Is Made With Synthetic Spider Silk November
● The North Face Uses Synthetic Spider Silk for Its Moon Parka November
● Here’s How People Are Wearing the New Supreme x The North Face Collab November
● Supreme Channels Malcolm X Across Latest The North Face Collaboration November
● Supreme x The North Face 2015 Fall/Winter Collection November
● THE NORTH FACE STANDARD 2015 Fall/Winter Collection November
● J.Crew Celebrates the Legacy of The North Face Mountain Jacket November
● J.Crew x The North Face Mountain Jacket November
● Today’s Top Drops | Versace, Vans x The North Face, Hood By Air & More November
● The North Face 2015 Winter "The ɹǝɥʇO Way" Summit Series Collection November
● The North Face White Label 2015 Fall/Winter Lookbook November
● The North Face “Force of Nature” Collection Exclusively for Barneys November
● Barneys x The North Face 2015 Fall/Winter Lookbook November
● Vans Vault & The North Face Are Ready for Winter October
● Vault by Vans x The North Face Collection Lookbook October
● Monkey time x The North Face Limited Edition Jacket October
2015
The North Face press coverage
Highsnobiety
Hypebeast

27. What’s behind the success
of The North Face and Patagonia?
27
● Be Prepared for Anything With The North Face’s “Unlimited” Collection October
● The North Face 2015 Fall/Winter "Unlimited" Collection October
● Journal Standard x THE NORTH FACE PURPLE LABEL 2015 Fall/Winter Collection October
● Meet the Man Behind THE NORTH FACE PURPLE LABEL and nanamica September
● The North Face’s Premium PURPLE LABEL Drops Fall/Winter 2015 Lookbook August
● THE NORTH FACE PURPLE LABEL 2015 Fall/Winter Lookbook August
● "Down To Nothing" Short Film Captures Life at 19,000 Feet August
● The North Face Spring/Summer 2015 Denim Coach Jackets May
● The North Face 2015 Spring/Summer Denim Coach Jackets May
● Supreme x The North Face Spring/Summer 2015 Collection April
● Supreme x The North Face 2015 Spring/Summer Collection April
● THE NORTH FACE PURPLE LABEL Summer 2015 Lookbook April
● THE NORTH FACE PURPLE LABEL 2015 Summer Lookbook April
● FOTT & The North Face Moscow “City Hiking” Editorial April
● FOTT Explores the Outskirts of Moscow With The North Face April
● The North Face x FOTT "Urban Camping" March
● The North Face Spring/Summer 2015 Campaign Film March
● The North Face 2015 Spring/Summer Short Film March
● The North Face White Label 2015 Spring/Summer Collection March
2015
The North Face press coverage
Highsnobiety
Hypebeast

28. What’s behind the success
of The North Face and Patagonia?
28
● THE NORTH FACE PURPLE LABEL Spring 2015 Luggage Collection February
● The North Face Spring/Summer 2015 Mountain Jacket February
● The North Face Pays Homage to an Icon with Its 30th Anniversary Mountain Jacket Collection February
● THE NORTH FACE PURPLE LABEL Spring/Summer 2015 Lookbook January
● THE NORTH FACE PURPLE LABEL 2015 Spring Lookbook January
2015
The North Face press coverage
Highsnobiety
Hypebeast

29. What’s behind the success
of The North Face and Patagonia?
29
● The North Face’s New Made in USA Collection Will Keep Your Valuables Safe and Dry December
● The North Face and WHIZ LIMITED Release the Classic Mountain Boot December
● Here’s How the Lineup Looked at the Supreme x The North Face FW16 Drop in London November
● The North Face's Japanese Collection Launches in London With European Exclusives November
● THE NORTH FACE PURPLE LABEL 50th Anniversary Capsule Collection November
● The North Face Celebrates Its 50th Birthday With the "50th Series" November
● The North Face Celebrates Its 50th Anniversary With a Limited-Edition PURPLE LABEL Capsule November
● Supreme x The North Face 2016 Fall/Winter Collection November
● The North Face Teams With Slam Jam to Bring Its Layering System to the Streets November
● Here's a First Look at Slam Jam's Upcoming Collaboration With The North Face November
● Publish Teams With The North Face for a Set of Cozy Footwear November
● Publish Brand Joins Forces With The North Face for “Midnight in Antarctica” Footwear Range November
● The North Face Unveils New Nuptse Bootie Collection Just in Time for Winter November
● The North Face Presents a New Line of Nuptse Booties for Winter November
● Atmos Puts Its Own Spin on The North Face's Nuptse Bootie October
● The North Face Releases New "Unlimited" Collection Exclusive to Japan October
● THE NORTH FACE PURPLE LABEL x nanamica Release Rugged Outerwear for 2016 Fall/Winter October
● The North Face’s Japan Unlimited Collection Is Coming to the U.S. October
● The North Face's Latest Japan Unlimited Line Will Arrive Stateside October
● THE NORTH FACE PURPLE LABEL Unveil Cozy Basics for FW16 August
2016
The North Face press coverage
Highsnobiety
Hypebeast

30. What’s behind the success
of The North Face and Patagonia?
30
● THE NORTH FACE PURPLE LABEL Offers Cozy Outerwear Garments for the 2016 Fall/Winter Season August
● THE NORTH FACE RED 2016 Fall/Winter Collection August
● Outdoor Brands Are Turning Their Attention Towards Urban Youth June
● The North Face Launches 30th Anniversary Base Camp Duffel Bags June
● Supreme and The North Face Unveil SS16 Part 2 in Perfect Colorways for Summer May
● Supreme x The North Face 2016 Spring/Summer Collection Delivery #2 May
● THE NORTH FACE PURPLE LABEL Unveils Range of Lightweight Bags for Spring April
● The North Face’s Latest Ultra-Functional Backpack Opens at the Touch of a Button April
● The North Face Access Pack Is Engineered for Lightning Fast Unpacking April
● Supreme & The North Face Link up for Spring 2016 Collection April
● The North Face Celebrates 30th Anniversary of Base Camp Duffel With New Printed Series March
● An Immersive 3D Camouflage Overhauls The North Face Homestead Camping Collection March
● THE NORTH FACE Unlimited Spring/Summer 2016 Collection March
● The North Face 2016 Spring/Summer "Unlimited" Collection March
● ASICS Meets The North Face on “The Apex” GEL-Lyte III Custom February
● The North Face x ASICS GEL-Lyte III "The Apex" Customized Sneaker February
● Slam Jam & The North Face Red Come Together for Spring 2016 Jacket Collection February
● Slam Jam Introduces THE NORTH FACE RED February
● The North Face’s Access Pack Is Packed With Real Functionality January
● THE NORTH FACE PURPLE LABEL 2Way Camp Day Pack January
2016
The North Face press coverage
Highsnobiety
Hypebeast

31. What’s behind the success
of The North Face and Patagonia?
31
● Extra Butter x The North Face Just Dropped a Very Glitchy VHS-Inspired Collection December
● Extra Butter & The North Face Come Together for Goods & A Pop-Up Shop December
● The North Face & Timberland Redefine the Meaning Of “Cozy” With New Winter Capsule December
● Timberland & The North Face Fully Reveal Their Boot & Jacket Collaboration December
● This Week’s Supreme x The North Face Collab Is Actually a Ralph Lauren Reference November
● The North Face & Pendleton Debut Wool Essentials for Winter November
● The North Face Reworks Winter Outerwear With Pendleton Wool November
● Partying GHE20G0TH1K Style With Venus X & The North Face November
● The North Face x Supreme T-Shirt Leaks Online November
● Supreme x The North Face 2017 Winter Collection November
● Junya Watanabe MAN x The North Face Collaboration Steals the Show in 'intelligence' Editorial November
● Timberland x The North Face’s Nuptse Boot Laughs in the Face of Cold Weather November
● BEAMS Rejoins The North Face for Low-Cut Nuptse Booties November
● Publish Brand & The North Face Officially Unveil "Earth's Core" Collaboration November
● The North Face’s Iconic Expedition Jackets Find a Second Home in Berlin’s Urban Landscape November
● The North Face Spotlights Iconic '90s Outerwear Pieces in Berlin November
● BEAUTY & YOUTH & The North Face Prepare for the Cold with Nuptse Bootie & Mule November
● The North Face Just Dropped the Perfect Winter Jacket November
● The North Face Urban Exploration Tech Denim Collection November
2017
The North Face press coverage
Highsnobiety
Hypebeast

32. What’s behind the success
of The North Face and Patagonia?
32
● Vans & The North Face Unveil the Perfect Winter Collaboration October
● The North Face Continues Its High Fashion Streak With HYKE Collaboration October
● The North Face Launches “Cryos” Outerwear Designed for City Exploration October
● The North Face Launches Premium "Cryos" Collection October
● The North Face’s “International” Pack Is Straight up Fire October
● The North Face Debuts Pattern-Heavy "International" Collection October
● You Can Now Buy This Rare, Unreleased Supreme x The North Face Jacket October
● The North Face Nuptse Jacket 25th Anniversary October
● Watch How The North Face Nuptse Jacket Became an International Staple October
● Round Two Is Selling an Unreleased Supreme x The North Face Jacket October
● Here’s the Best Street Style From the Supreme x The North Face Drop in LA October
● Here’s What Went Down at London’s Supreme x The North Face Drop October
● Supreme x The North Face Fans Brought Cold Weather Heat to London October
● Here’s How Parisians Are Rocking Supreme x The North Face October
● Here’s What People Wore to Supreme’s The North Face Drop Today in NYC & Brooklyn October
● The Supreme x The North Face Leather Nuptse Jacket Was a NYC Favorite October
● The North Face x Supreme and Drop 9 Items October
● This Week’s Supreme x The North Face Nuptse Jacket Is an Homage to ’80s & ’90s Rap October
● The North Face's Former VP of Global Creative Talks Supreme, CDG and More October
2017
The North Face press coverage
Highsnobiety
Hypebeast

33. What’s behind the success
of The North Face and Patagonia?
33
● Supreme x The North Face 2017 Fall Collection & Pricing October
● Supreme & The North Face Go All-Leather for Latest Collaboration October
● The North Face Keeps Your Feet Dry This Winter With New Japanese-Designed Footwear October
● The North Face Unveils Its "NSE Japan" Collection October
● atmos LAB & The North Face Unveil the Nuptse 5" Boot for Frigid Weather October
● The sacai x The North Face Collaboration is Getting Restocked October
● Junya Watanabe x The North Face Features a Jacket Reworked From a Duffle Bag October
● Junya Watanabe MAN Collaborative Range Featuring The North Face, Carhartt and Levi’s October
● Russia’s Cool Kids Celebrate 25 Years of The North Face’s Nuptse Jacket With Photo Shoot October
● The North Face Appoints Tim Hamilton as New Global Creative Director October
● The North Face Launches the Ventrix Jacket With an Exclusive Single From Maggie Rogers September
● The North Face's New Urban Exploration Collection Is Packed With Cold-Weather Essentials September
● BEAMS x The North Face Limited Fall/Winter 2017 Capsule September
● Here’s Every Piece From the The North Face x Sacai DSM Drop August
● Sacai x The North Face Is Dropping at Dover Street Market This Week August
● BEAMS & The North Face Collab on a Cozy Winter Capsule August
● The North Face x COMME des GARÇONS Launches in London August
● The North Face’s Urban Exploration Collection Is Filled With Technical Streetwear Style August
● The North Face Urban Exploration Presents Its “Black Series” Collection August
2017
The North Face press coverage
Highsnobiety
Hypebeast

34. What’s behind the success
of The North Face and Patagonia?
34
● A First Look at the Junya Watanabe x The North Face x Karrimor 2018 Spring/Summer Collaboration August
● THE NORTH FACE PURPLE LABEL’s FW17 Lookbook Is Its Coziest Yet July
● THE NORTH FACE PURPLE LABEL Releases a 2017 Fall/Winter Unisex Collection Lookbook July
● Here’s Every Piece From the Junya Watanabe MAN x The North Face FW17 Collab July
● DSMNY Debuts Junya Watanabe MAN x The North Face FW17 Capsule & New CDG Wallets July
● Explore the Great Outdoors in The North Face Weekend Basecamp Collection June
● Junya Watanabe Delivers Paint Splattered Workwear for 2018 Spring/Summer Collection June
● Supreme & The North Face Are Dropping New Bags Tomorrow May
● Supreme Teases Upcoming Equipment Drop With The North Face May
● The North Face Announces a New Customization Service, THE NORTH FACE MARK ON May
● THE NORTH FACE PURPLE LABEL & nanamica Are Dropping These Pristine Pieces Tomorrow April
● Nanamica & THE NORTH FACE PURPLE LABEL Unveil an Exclusive Collaboration April
● The North Face 2017 Spring/Summer Collection April
● The North Face Red Takes It Back to 1966 With Its Latest Collection April
● Mastermind WORLD and THE NORTH FACE Urban Exploration Announce New Collab and Pop-Up April
● ARGO CONCEPTS x Supreme x The North Face x adidas UltraBOOST April
● Mastermind WORLD & The North Face Join For “Urban Exploration” Collaboration April
● Paris’s Dopest Street Style at the Supreme x The North Face SS17 Drop April
● Here’s the Best Street Style From Supreme x The North Face SS17 Drop in London April
2017
The North Face press coverage
Highsnobiety
Hypebeast

35. What’s behind the success
of The North Face and Patagonia?
35
● Supreme & The North Face Unveil Full SS17 Collection & Pricing March
● Supreme x The North Face 2017 Spring/Summer Collection & Pricing March
● Pledge Your Allegiance to The North Face With the ULTRA LOW II Sneaker March
● The North Face Introduce the ULTRA LOW II Ahead of the Spring/Summer Season March
● The North Face Wants to Keep You Warm & Dry This Spring March
● How The North Face and Patagonia Built Empires With Puffer Jackets March
● The North Face Drops a New Lifestyle Collection Exclusively in Its London Store March
● The North Face "Unlimited" Puts a Modern Twist on the Classic Shirt March
● The North Face Releases an Exclusive 2017 Spring/Summer Collection for Hong Kong, China and Taiwan March
● The North Face Fuses Modern Design With Vintage Silhouettes for Its New ‘Urban Exploration Icons’ February
● The North Face Upgrades Vintage Outdoor Styles for the 21st Century February
● THE NORTH FACE PURPLE LABEL Keeps 2017 Rolling With The "Purple Standard" Series February
● THE NORTH FACE PURPLE LABEL Releases Its Minimal 2017 Spring/Summer Lookbook January
● The North Face Unveils its 2017 Spring/Summer Collection January
● The North Face "Stowind Insulation Crew & Pant” Embodies Style and Substance January
● Sacai's 2017 Fall/Winter Collection Featuring The North Face Collaboration Is Full of Life January
● Pressa Wears Supreme x The North Face in "Novacane" Video January
● Watanabe Taps Into the Current ’90s Sportswear Obsession With Massive The North Face Collaboration January
2017
The North Face press coverage
Highsnobiety
Hypebeast

36. What’s behind the success
of The North Face and Patagonia?
36
● The North Face & HYKE Go All Out on Tech-Wear Winter Garments September
● The North Face Debuts Vibrant “CMYK” Collection September
● The North Face Drops a CMYK Printing Process-Inspired Capsule September
● The North Face Taps Kazuki Kuraishi for Black Series Drop September
● A Look at the Full Kazuki Kuraishi x The North Face Black Series Collection September
● Take a Closer Look at The North Face x Junya Watanabe MAN Sleeping Bag Jacket September
● Kazuki Kuraishi Announces His Collaboration With The North Face September
● THE NORTH FACE PURPLE LABEL & BEAMS Go Trench Heavy for FW18 August
● THE NORTH FACE PURPLE LABEL Drops BEAMS-Exclusive FW18 Layers August
● The North Face & COMME des GARÇONS Debut Heritage-Inspired Outerwear August
● BEAMS Rejoins The North Face for Custom Waterproof Footwear August
● The North Face Japan Embraces Individuality With "ING COACH JACKET COLLECTION" August
● The North Face Repurposes Retro Graphics for "Broken Grid" Capsule August
● The North Face Debuts Limited Nuptse Jacket for Pinnacle Project August
● Junya Watanabe Remixes Vintage The North Face Graphics for FW18 Outerwear August
● BEAMS Rejoins The North Face for "Kimono" Nuptse Shoes August
● Junya Watanabe & The North Face Drop Transforming Jackets for FW18 August
● The North Face’s Purple Label Drops a Selection of Light, Logo-Heavy Bags July
● The North Face Celebrates Its Heritage With The Pinnacle Archives July
2018
The North Face press coverage
Highsnobiety
Hypebeast

37. What’s behind the success
of The North Face and Patagonia?
37
● THE NORTH FACE PURPLE LABEL Launches Logo-Splattered Bags July
● Junya Watanabe Debuts The North Face FW18 Backpack Jacket Collab July
● The North Face Black Series Launches Seamless Collection July
● The North Face Reveals Three Striking New 1990 Mountain Jacket GTX® Colorways July
● HYKE x The North Face FW18 Defines Comfort Through Techwear July
● The North Face's GR Series Will Elevate Your Accessory Game July
● THE NORTH FACE PURPLE LABEL Reveals Its BEAUTY & YOUTH Collaboration July
● Japanese Subcultures You’ve Never Heard of: Outdoors Style July
● The North Face & BEAMS Join Forces for Summer Essentials Capsule June
● The Supreme x The North Face Tent Has Been a Long Time Coming June
● The Snake Print Supreme x The North Face Collab Just Restocked Online June
● The North Face Launches Refurbished Apparel Program June
● The Complete History of Supreme x The North Face Collabs June
● THE NORTH FACE PURPLE LABEL Unveils Leather Sandals With An “ATOP SYSTEM” Closure June
● The North Face to Begin Selling Refurbished Coats June
● 'National Geographic' & The North Face Drop Limited "Bottle Source" T-Shirts June
● Supreme x The North Face Spring 2018 Snake-Print Collection June
● The North Face & Alite Drop an Exclusive Dragonfly Camp Chair May
● The North Face's "Khumbu" Pack Is Inspired by Himalayan Prayer Flags May
2018
The North Face press coverage
Highsnobiety
Hypebeast

38. What’s behind the success
of The North Face and Patagonia?
38
● BEAMS & The North Face Reconnect for Special Summer 2018 Capsule May
● The North Face Urban Exploration Adds the "Sashiko" Capsule to the Black Series May
● Meet the Japanese Company Behind nanamica and The North Face Purple Label April
● The North Face Urban Exploration Releases Unconventional Outerwear in Latest Black Series Collection April
● Atmos & The North Face Are Dropping Camo Slides for Summer April
● Atmos Joins The North Face for Camouflage Base Camp Slide Sandals April
● The North Face Just Entered the Knit Sneaker Game April
● How Instagram Is Wearing the Latest Supreme x The North Face Collab April
● Supreme Goes Metallic With SS18 The North Face Collab April
● Supreme x The North Face Spring 2018 Metallic Collection April
● The North Face Carves up Snowy Mountains In “A Love Letter to Winter” March
● The North Face Presents 'THE LAND OF MAYBE' Documentary March
● The North Face’s New Collection Is Made From a Material That Defends Against Radiation & Contamination March
● The North Face Urban Exploration Masterfully Blends Function & Fashion With SS2018 Collection March
● The North Face Debuts New “Aluminum” Technical Jackets March
● The North Face Presents Its Innovative Black Series Aluminium Tyvek Collection March
● THE NORTH FACE PURPLE LABEL Offers up a Fresh Streetwear Aesthetic for SS18 March
● THE NORTH FACE PURPLE LABEL Unveils Camo Capsule for BEAUTY & YOUTH March
2018
The North Face press coverage
Highsnobiety
Hypebeast

39. What’s behind the success
of The North Face and Patagonia?
39
● Tyler Joe’s The North Face Two-Piece Is Peak Coziness February
● The North Face Pays Homage to Its ’90s Roots With “Fantasy Ridge” Collection February
● These GORE-TEX Jackets From The North Face x HYKE Are on Another Level February
● The North Face Retros Its Iconic 1990 Mountain Jacket February
● The North Face Refreshes Its Urban Exploration Line With Military-Inspired Gear February
● The North Face Urban Exploration Produces Military-Inspired Gear Pocket Capsule February
● ‘Garage’ Magazine Celebrates 50 Years of The North Face February
● Vintage The North Face Heat Showcased in New 'GARAGE' Editorial February
● The North Face Has Created a Tent Designed to Withstand the Harshest Elements February
● This Custom Supreme x The North Face Jacket Is One-Of-A-Kind January
● Clothsurgeon Creates Bomber Jacket From Supreme x The North Face Blanket January
● The North Face Just Dropped A “Tropical Camo” Puffer Jacket January
● The North Face Adds Tropical Camo to Its Urban Exploration Line January
● The North Face Reimagines Its Most Iconic Silhouettes for Nordstrom January
● The North Face, Junya Watanabe MAN & COMME des GARÇONS Join Forces for SS2018 January
● READYMADE Is Dropping a The North Face-Inspired Down Jacket Soon January
2018
The North Face press coverage
Highsnobiety
Hypebeast

40. What’s behind the success
of The North Face and Patagonia?
402015-2018
Patagonia press coverage
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41. What’s behind the success
of The North Face and Patagonia?
41
● Patagonia Fights to Keep the Incredible Jumbo Valley Wild October
● Patagonia's New Short Film Wants to Save British Columbia From Ski Resort Development October
● See the Evolution of Patagonia’s Iconic “Snap-T” Pullover September
● Patagonia 2015 Fall Synchilla Snap-T Fleece Pullover Collection September
● Patagonia’s First Food Product is Wild Idea Buffalo Jerky August
● Patagonia x Wild Idea Co. Buffalo Jerky August
● Patagonia Introduces the Sustainably Harvested “Merino Air” Line July
● Patagonia Introduces Its Eco-Conscious "Merino Air" Line July
● “B” Magazine Goes Behind the Patagonia Brand with Yvon Chouinard July
● Go Behind the Scenes at Patagonia With Founder Yvon Chouinard July
● Explore & Protect Bears Ears, Utah with Patagonia May
● Patagonia's New Short Film Follows Climber Josh Ewing and His Battle to Protect Climbing Paradise May
● A Surfer’s Story – “The Fisherman’s Son” by Chris Malloy & Patagonia April
● Patagonia's Worn Wear Truck Aims to Fix and Educate You on Your Patagonia Product April
● Patagonia Launch the “Worn Wear” Repair Truck Tour April
● Watch How Patagonia Use Recycled Polyester in Their Clothing March
● A Day in the Life of Patagonia Photographer Jeremy Koreski January
2015
Patagonia press coverage
Highsnobiety
Hypebeast

42. What’s behind the success
of The North Face and Patagonia?
42
● Patagonia to Donate 100% of Online and In-Store Sales From Black Friday to Environmental Causes November
● Patagonia to Donate 100% of Its Black Friday Sales to Environmental Groups November
● Patagonia's Black Friday Donations Exceeded $10 Million USD November
● Patagonia’s New ReCollection Is Made From as Many Recycled Materials as Possible November
● Patagonia Made a Film Explaining How Food Could Solve the Environmental Crisis August
● Centre Commercial & Patagonia Want You to Stop Buying New Clothes May
● Patagonia Makes a Strong Case for Legalizing Industrial Hemp Cultivation With 'Harvesting Liberty'
Documentary May
● Patagonia Celebrates 30th Anniversary of the Pataloha Shirt May
● Patagonia Pays Tribute to the "Queen of Makaha" With Latest Capsule Collection May
● Bolt Threads Is Bringing Spider Silk Fabrics to Patagonia May
● Patagonia's New "Responsibili-Tees" Will Help Reduce Your Carbon Footprint February
2016
Patagonia press coverage
Highsnobiety
Hypebeast

43. What’s behind the success
of The North Face and Patagonia?
43
● Patagonia Takes on Trump Over U.S. National Parks December
● Patagonia's Trump Lawsuit Helped Increase Sales December
● Patagonia Sues Trump Administration Over National Parks December
● Patagonia Wants You to Buy Less Clothes October
● Watch the History of Snowboarding Through the Eyes of Patagonia October
● Patagonia Teams With Hopworks Urban Brewery for the First-Ever Beer Made From Kernza Ottobe
● Patagonia Just Launched a Site for Buying Repaired Clothing & Some Pieces Are Fire September
● Patagonia Launches Permanent "Worn Wear" Program September
● Patagonia Unveils Its First-Ever Workwear Line August
● Patagonia Debuts Its First-Ever Workwear Line August
● Take a Look Inside Patagonia’s Secret Gear Archive June
● Delving Into Patagonia's Secret Gear Archive June
● Patagonia Unveils Limited Edition “Pataloha” Collection April
● Brands Should Be More Like Patagonia April
● How The North Face and Patagonia Built Empires With Puffer Jackets March
● Patagonia Launches New Down Sleeping Bag 45 Years in the Making March
2017
Patagonia press coverage
Highsnobiety
Hypebeast

44. What’s behind the success
of The North Face and Patagonia?
44
● Patagonia Debuts Sustainable Steel Forge Denim Jacket & Pants August
● Patagonia’s First-Ever Collaboration Will Be With Danner Boots July
● Patagonia Debuts “Arbor” Pack Capsule Made of Recycled Materials July
● No Vacancy Inn Previews Reworked Patagonia Shorts For Next Drop July
● Kanye West Shows That Patagonia Sweats Are a Summer Must-Have June
● Shia LaBeouf Nails Spring Layering in His Favorite Patagonia Fleece April
● Kanye West Continues to Elevate Basics by Co-signing This Classic Patagonia Jacket March
● Patagonia's New Documentary Highlights the Destruction of European Rivers March
● Patagonia Is Giving You a Way to Fight for the Planet February
● Patagonia to Launch Environmental Activism Platform February
2018
Patagonia press coverage
Highsnobiety
Hypebeast

45. Thank You