‘SEED OF MADNESS’: THE NORTH FACE 50 YEARS OF EXPLORING
Everyone has a “seed of madness.” They are the fearless challengers: they are not content with the comforts and trivia of life. Their incomparable passion is what helps them achieve their “mad” ambitions.
The North Face is one of these “mad challengers,” too. For 50 years, we have endlessly sought the utmost in outdoor activities. We want to help outdoor lovers worldwide continue chasing their dreams, and become their most reliable partner in the process. Due to this dedication, The North Face has grown from a little retail store offering rock climbing, hiking, and skiing equipment, to today's leading global brand in outdoor sports.
Our passion for outdoor sports and our extreme devotion to the spirit of exploration keeps The North Face continuing to develop new and innovative products.
That's why the brand is named The North Face “Never Stop Exploring” is also the brand's long-lasting slogan.
In 1976, the brand established a quality control lab to conduct materials testing. We also wanted to collaborate with our peers in creating materials and fabrics suitable for different outdoor environments, able to satisfy many different needs.
Each and every product of The North Face undergoes strict field testing by athletes. The North Face has formed agreements with the most outstanding athletes in the world, so that when they’re out adventuring, they use and experience the gear, and give us feedback to improve the products even more. After such testing at the limits of human endurance, The North Face products aren't just equipment — they are trusted partners that people can entrust with their lives.
The North Face eagerly awaits every amazing challenge that happens. In 1969, The North Face provided the Arctic Institute of North America with the high altitude gear and equipment needed for its location on the 5959m Mount Logan in Yukon Territory, Canada. The brand's sponsorship for exploration expeditions began here. Behind almost every milestone exploration expedition, The North Face was present: In 1972, Ned Gillette and his teammates completed a 30-day ski expedition across a distance of 480 km over the Brooks Range, in the harsh conditions of Alaska. In 1978, the American Women's Himalayan Expedition ascended one of the top ten tallest peaks in the world: Annapurna in Nepal. They were also the first all-women's team to conquer the summit.
In 2006, Kit DesLauriers completed the astounding feat of skiing down Mount Everest, becoming the first person in the world to ski from the summit of the all seven continents' highest mountains. What's more, the first human overland expedition across Antarctica on foot was accompanied by The North Face. From 1989 to 1990, an international Antarctic expedition team made up of six members, one each from China, France, US, Scotland, England, and Japan, spent 219 days on this expedition that started from the Antarctic peninsula. They went on foot, through the South Pole and past Vostok Station. Finally, they arrived at Mirny Station and completed their long journey that had covered 5986 km. It became an international sensation.
Every success has numerous failures and uncountable moments of breathtaking danger behind it. The North Face was there to witness it all. This is the price we pay for being "mad". But it's also the kind of life experience few can ever imagine. In 1992, when Greg Child and Mark Wilford were scaling Pakistan's Trango Tower, a giant rock suddenly fell past, missing them by mere centimeters. In 2011, Jimmy Chin, Conrad Anker and Renan Ozturk successfully reached the summit of Meru Peak in India. Their first attempt had been in 2008, but due to the abominable conditions, they were forced to abandon their climb when they were only 100 m away from the summit. It was a regrettable decision. But it only strengthened their resolve, and resulted in their success, three years later.
The ones most would call “mad,” these are people who are accustomed to walking the edge between life and death. But precisely because of this, they have to keep their cool, and never leave so much as a millimeter of room for error. This is how they get to gaze upon views that most will never get to see. The North Face admires these people who possess the same spirit as the brand. These brave people are the true treasures of the brand’s 50 years of experience. These treasures include--Alex Honnold, a champion free solo climber--the most difficult kind of rock climbing. He also holds numerous rock climbing world records. Jimmy Chin, one of the top explorers and photographers in the world. Rory Bosio, a famous trail runner who won the Ultra-Trail du Mont-Blanc, two years running, in the women's section. These outdoor champion athletes have also broadcast this mad courage, which they share with The North Face, around the world.