The North Face announced that it has launched a crowdsourced digital archive with the San Francisco Museum of Modern Art in collaboration with its fall campaign “It’s More than a Jacket.”
The official archive will be able to include the stories and photos of explorers around the world who submit their own images and stories about North Face products. The campaign celebrates The North Face’s fifty-five-year history. The archive is located in San Francisco as a tribute to its Northern California roots.
The archive will be opened to the public by the San Francisco Museum of Modern Art in Fall 2022. It will feature some of the most important designs in the history of exploration. These designs will be accompanied by the submissions of day-to-day explorers.
The North Face uses social media to encourage submissions using the hashtag #MoreThanAJacket. RZA, HAIM and North Face athletes team members Conrad Anker (and Ingrid Backstrom) will be involved in the campaign. They will be the first to submit to the archive their personal adventures in fall.
Mike Ferris, vice president of global brand, The North Face, stated that “The North Face has enabled exploration for more than 55 years and helped people strive to be greatness by providing the best equipment to get them there. We are preserving the stories, products, and people that have inspired our community with this archive.”
Six collections will be featured in the exhibition. Each collection draws on the brand’s history to inspire future exploration. The brand’s past will be covered, from the return of gear used in the first non-mechanized Antarctic crossing in the 1990s to the introduction of the Nuptse – the most iconic piece of insulation. Each product’s story will be told in It’s More Than a Jacket.
RZA said that style is an expression of identity. “The North Face was not only the stylish, rugged gear we needed to navigate New York City’s streets. It was also a witness. It was a witness of the brotherhood we were instilling, and that has inspired us.”
The campaign’s initial launch will include a feature anthem movie, as well three additional films throughout the fall. These will feature Vasu Sojitra (adaptive athlete), JossiWells (freestyle skier), and Will Stegar, the leader of 1990 International Trans-Antarctica Expedition.
“Our jackets from The North Face have been there with us through these adventures and have become more that a source for function,” stated HAIM. “They’ve helped us to feel at home, and reminded us of all the places we’ve been.”