TNF Celebrates 50 Years of Outdoor Exploration

Life is an adventure. And for half a century, one brand dare to take the ruggedness of the outdoors- The North Face.

Everyone has that itch of exploring and challenging their comfort zones and not settling for what is normal. An itch that has spurred a revolution among those who choose to follow their instincts and face the deepest fears of the wilderness. This was the path of a select few who lets out what many believe is “madness.” But for those who have been caught by the mad gene, it was a way to make sense of the world.

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Exploring the outdoors is a demanding task that it requires the best equipment suited to help you battle the elements. It was this need for high quality and functional outdoor apparel that The North Face continued to supply the growing community of outdoors-men so they will never stop exploring the outside.

History of The North Face

In 1966, outdoor enthusiasts Douglas Tompkins and his then-wife Susie Tompkins knew well the demands of the people who wants to live life large by going out and going out on an adventure. They started their small climbing retail store in San Francisco. Two years after it was then acquired by Kenneth “Hap” Klopp.

The name North Face was derived from the north face of the mountain in the northern hemisphere which is considered as the iciest, coldest and most difficult route to climb. For years, it was one of the go-to shops among climbers and backpackers because of their extensive line of bags and climbing equipment. In 1980, they began selling skiwear and later added camping equipment.

In the 1990s, The North Face debuted in the sportswear market with the introduction of Tekware™, a collection designed to provide the ultimate fit and function for active outdoor enthusiasts such as trail runners, rock climbers, hikers and backpackers.

Since its inception, the outdoor brand has then been renowned for its innovation and its consistent development of its products. It continued to dominate the outdoor apparel market and continues to this day, as one of the most recognizable brands in adventure lifestyle.

Find out more about The North Face’s 50 Years

The TNF Logo

The iconic logo of The North Face, which looks like three arcs on top of each other, is the company;s interpretation of the infamous half dome found on Yosemite National Park. The rock formation stands at 8,800 feet above sea level and is one of the popular climbing spots in the United States.

Question Madness- The North Face 50th Year Anniversary

In lieu of the brand’s golden anniversary, it launched a global brand campaign called Question Madness. The new campaign is said to be “the next evolution in The North Face’s rise as a global market leader from humble beginnings as a single storefront in San Francisco in 1966.”

Question Madness is a series of digital content (complete with scenic photos and videos) of the emotional stories of athletes who never stopped exploring. Stories that many of those could relate to or learn from. Listening to these inspiring tales will surely comfort those who also thrive in the outdoors and gives you a sense that you’re not alone in this crazy lifestyle you dare step into.

For fifty years, The North Face continues to trumpet its motto- “to inspire and enable athletes to push their limits – to seek new routes, new lines or new distances and to Never Stop Exploring.”

Sharing a Passion For “Madness” with Explorers around the World

The North Face® eagerly awaits every amazing challenge that happens. In 1969, The North Face® provided the Arctic Institute of North America with the high altitude gear and equipment needed for its location on the 5959 m Mount Logan in Yukon Territory, Canada. The brand’s sponsorship for exploration expeditions began here. Behind almost every milestone exploration expedition, The North Face® was present: In 1972, Ned Gillette and his teammates completed a 30 day ski expedition across a distance of 480 km over the Brooks Range, in the harsh conditions of Alaska. In 1978, the American Women’s Himalayan Expedition ascended one of the top ten tallest peaks in the world: Annapurna in Nepal. They were also the first all-women’s team to conquer the summit. In 2006, Kit DesLauriers completed the astounding feat of skiing down Mount Everest, becoming the first person in the world to ski from the summit of the all seven continents’ highest mountains. What’s more, the fist human overland expedition across Antarctica on foot was accompanied by The North Face®. From 1989 to 1990, an international Antarctic expedition team made up of six members, one each from China, France, US, Scotland, England, and Japan, spent 219 days on this expedition that started from the Antarctic peninsula. They went on foot, through the South Pole and past Vostok Station. Finally, they arrived at Mirny Station and completed their long journey that had covered 5986 km. It became an international sensation.

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Every success has numerous failures and uncountable moments of breathtaking danger behind it. The North Face® was there to witness it all. This is the price we pay for being “mad”. But it’s also the kind of life experience few can ever imagine. In 1992, when Greg Child and Mark Wilford were scaling Pakistan’s Trango Tower, a giant rock suddenly fell past, missing them by mere centimeters. In 2011, Jimmy Chin, Conrad Anker and Renan Ozturk successfully reached the summit of Meru Peak in India. Their first attempt had been in 2008, but due to the abominable conditions, they were forced to abandon their climb when they were only 100 m away from the summit. It was a regrettable decision. But it only strengthened their resolve, and resulted in their success, three years later.
The ones most would call “mad”, these are people who are accustomed to walking the edge between life and death.

But precisely because of this, they have to keep their cool, and never leave so much as a millimeter of room for error. They continue to break through, while understanding where their limits are. They respect life and follow their instincts. This is how they get to gaze upon views that most will never get to see. This is how they get to lead a completely different kind of life. The North Face® admires these people who possess the same spirit as the brand. Regardless of age, gender, or nationality, these brave people are the true treasures of the brand’s fifty years of experience. These treasures include: Alex Honnold, a champion free solo climber — the most difficult kind of rock climbing. He also holds numerous rock climbing world records. Jimmy Chin, one of the top explorers and photographers in the world. Rory Bosio, a famous trail runner who won the Ultra-Trail du Mont-Blanc, two years running, in the women’s section. These outdoor champion athletes have also broadcast this mad courage, which they share with The North Face®, around the world.

Featured/ Lead Image Photo Credit: The North Face PH