From summits to sidewalks, The North Face protects pioneers from any landscape; and it is quickly becoming one of the most influential clothing brands in consumer culture today. The North Face is one of those unique brands that both equip people to safely climb the highest mountains, run the steepest peaks, hike the most unforgiving landscape, all while being the brand of choice for many hip-hop & grime stars, celebrities and urban explorers alike – making it one of the most recognisable street fashion brands out there.

For The North Face, this wide appeal isn’t particularly new. It’s been this way since the 1990s, when East Coast rappers like LL Cool J, Method Man, Notorious B.I.G and other city folk sought out high performance apparel, like the iconic Nupste insulated jacket, for use beyond extreme sports.

Fans of The North Face grew beyond the professional climbers, trail runners, and outdoor explorers: We now see micro The North Face brand tribes — from camping dads, to hip-hop stars, to gym moms, to TikTok stars, to techwear enthusiasts, to your grandmother’s weekly walking club — all making the brand theirs.

It’s the most accessible lifestyle brand in the market. Everyone can wear it, but they can make it their own. There aren’t many brands that can do that.

“We’re used to serving different communities. The snowboarder versus a climber, a skier, or a hiker. They have different needs and rhythms to their season,” says Steve Lesnard (Global VP of Marketing at The North Face). “So we’ve been trained over the years to think about our communities very specifically, who they are, what they need, and what the best way for us is to empower and enable them.”

“If you’re able to be relevant at the top of a mountain, but also to people who are shaping culture, that’s what speaking to everyone looks like, and what I love the most,” says Jean-Marc Djian (The North Face VP of Global Footwear). Just like the Nuptse jacket, every piece is made on purpose. It’s always been embedded in the brand.”  Not only on are the technical items made ‘on purpose’, but even The North Face leisure wear styles (or ‘Off Mountain’ items in the North Face-speak) is rooted in nature, but crafted for the city.

For The North Face, the mission is to democratise the outdoors, wherever outdoors may be. The outdoors is for everyone, so #NeverStopExploring – wherever and whatever that might mean to you!

Shop The North Face Leisurewear (Off Mountain range) from The North Face Canal Walk store or on TheDrop and some the widest ranges online and in store at sportscene and Archive.

Follow The North Face South Africa on Instagram & Facebook @thenorthfacesouthafrica #NeverStopExploring