For the first time ever, The North Face Purple has landed in Europe. 

The North Face Purple Label achieved cult status through its delivery casualwear with heightened technicality, through both fabrication and function. Many fans of the Nanamica design-led range have found great difficulty in purchasing product as Purple label had previously never made it to Europe. 

Available exclusively at The North Face’s Urban Exploration store on Carnaby Street, the collection is taking centre stage in a big way as the store's basement has been specially curated to celebrate the occasion. Those new for Purple Label will find a familiar DNA within the collection while finding an appreciation for the Japanese sensibilities interwoven into each piece. 

Take a closer look at the standouts from the16 piece apparel and accessory collection below that has been resized to fit a western audience. Shop the range now at The North Face Urban Exploration store on Carnaby Street, London. 

All Images via The North Face