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Update: 00th July 2021
The curated magazine
by
THE NORTH FACE:
window

THE NORTH FACE, no longer just limited to the outdoor scene, has now become a part of many people’s lifestyles, and is a brand trusted by a wide range of people. You may have visited their official site, but have you ever taken a look at the media window on the site? The curated media space, window is where they broadcast their endeavors thus far to actualize a sustainable society, and also archive discussions and challenges made for the sake of the future.

Going back fifty-six years, THE NORTH FACE has taken “throughout various communication, spread the importance of nature conservation to the world” as one of the brand’s directions from its foundation in 1966; and even from their beginnings, they have enacted a lifetime guarantee for their products, for the reason that reducing the amount of gear consumed will connect with protection of the environment. This was enacted more than twenty years before the climate summit in which the foundation of climate change action, the United Nations Framework Convention on Climate Change, had been signed. As an outdoor brand dedicated to the natural field, one may think that this would be the instinctive choice. However, when considering of how many enterprises were environmentally conscious at that time, it’s easy to imagine that there were very few. Nevertheless, thirty years have passed since the aforementioned climate summit and we are finally seeing awareness at the individual level that the problems of environmental destruction and climate change are not other people’s problems, but are global issues that affect all of us on Earth.
1966 / The North Face legend begins
 
1968 / LIFETIME WARRANTY
 

Ever since, THE NORTH FACE has continued to seek out ways to be involved with nature. From repair services to assure that product is used for the long term, improving their production process to alleviate the pressures they place on the environment, developing new materials by latest technology, supporting activities that protect the natural environment, to establishing projects to experience and enjoy nature and more, their efforts to pass on abundant nature to the future generations have been continuously built upon each other, and are inspirationally broad-ranged. Through window, along with introducing the background and message behind each direction they take, they frequently share dialogues about nature from individuals who are involved in various fields, and provide an opportunity to think about the environment from a multifaceted point of view.

Even if you are familiar with a brand, its project names and products, it’s not common to have a chance to know their core philosophy and the direction. However, as current society has begun to think more about sustainability, the act of purchasing does not simply connect to mere consumption. I think that the act of purchasing could possibly become the way in which the consumer gives their opinion and their approval to the producers. In other words, choosing to purchase a product after knowing the background and the production philosophy reflects one’s own opinion in this consumerist society.




Nevertheless, window has a vast amount of content, and when you have the time I think it would be best to take in the content from the topics which interest you, instead of attempting to read it all immediately. Not only to learn more about the perception of THE NORTH FACE as a brand, but it can be enjoyed very much on its own as a good read.




All images © of their respective owners.




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