The North Face has announced a partnership with the San Francisco Museum of Modern Art in commemoration of 55 years of exploration-inspiring design.
Joining up with this digital archive effort are RZA and Haim, who will help “preserve the legacy of the outdoors and call on explorers everywhere to submit their own stories of adventure,” per a press release. The brand’s It’s More Than a Jacket campaign, meanwhile, further drives home the message by honoring and celebrating the decades of history at the heart of the North Face name.
“For more than 55 years, The North Face has enabled exploration and helped people strive for greatness by providing the best gear to get them there,” Mike Ferris, VP of Global Brand at The North Face, says of this legacy-reinforcing endeavor. “Our customers, the feats they have achieved, and the memories they have created are such a big part of our brand’s rich DNA. With this archive, alongside SFMOMA, we are memorializing the people, products and stories that continue to inspire our community and move the world forward.”
The archive will be brought to life by way of a series of participatory programs at the San Francisco Museum of Modern Art next fall. Visitors can expect a closer look at everything from the brand’s most historically impactful designs, to the stories behind their significance. These features will appear alongside submissions from “everyday explorers.”
Joining RZA and Hair for the It’s More Than a Jacket campaign are North Face athlete team members Conrad Anker and Ingrid Backstrom.
Throughout the fall, six new collections will be rolled out, each paying homage to legacy while drawing inspiration from the brand’s extended history. Everyday explorers are asked to join in on the celebration using the hashtag #MoreThanAJacket.
See a range of campaign films below starring RZA, Haim, Conrad Anker, and Ingrid Backstrom.
