The North Face has chosen to celebrate the great adventures and explorations that have made the brand’s 55-year history with the “It’s More Than A Jacket”.
The American company has launched its first crowdsourced digital archive, asking all lovers of the outdoors and exploration around the world to share stories and images of their adventures faced with a The North Face garment.
All these contributions will be evaluated and may become part of this new digital archive.
The project is implemented and promoted in partnership with the San Francisco Museum of Modern Art (SFMOMA).
“This partnership promotes exploration, creative expression and innovation that are fundamental to both of our organizations”, said Neal Benezra, director of SFMOMA.
To contribute to the archive, The North Face invites all fans to post their photos and stories on social media using the hashtag #MoreThanAJacket.
This celebration of the brand’s history is accompanied by the “It’s More Than A Jacket”, campaign, featuring beatmaker, multi-instrumentalist, rapper and record producer RZA and the HAIM brand, as well as The North Face team athletes Conrad Anker and Ingrid Backstrom.
“As an artist, I’ve always considered style a way to express one’s identity and the moment one is living in. In the 90’s, The North Face was not only the trendy brand to show off on the streets of New York, it was much more than a jacket, it was a testimony to the sense of brotherhood that inspired us and that we wanted to communicate. Making that jacket an integral part of this archive has given me the chance to relive those moments, preserving the memory forever”, stated RZA.
“For as long as we can remember, we’ve been very curious about the unknown and the world around us”, HAIM added. “From experimenting with new rhythms and tools to discovering new styles or new cities, exploration has always been an integral part of everything we do.Through these adventures, our The North Face jackets have accompanied us by becoming so much more than a functional piece of clothing – they’ve been a hug to take refuge in when we’ve been far from home, and a lasting reminder of the places we’ve visited”.
f you feel like trying to be a part of The North Face and SFMOMA’s “It’s More Than A Jacket” project, all you have to do is post your story and photos with the hashtag #MoreThanAJacket.
