THE NORTH FACE is a brand that goes beyond the boundaries of a simple outdoor brand and engages in a variety of activities. Recently, the brand has been making efforts that are characteristic of a brand that considers the earth and nature as its "playground," such as the installation of recycling bins and the development of clothing made from the artificial protein material "Spiber.
This time, we focused on TENCEL™ Modal fiber, an environmentally friendly material. This material, developed by Austria-based Lenzing, is a naturally derived fiber made from thinned beech wood, and is said to be characterized by its silky softness and high moisture absorbency.
The integrated production management from wood to raw cotton reduces industrial waste by recovering and reusing chemicals and wastewater, and the efficient production process also takes energy usage into consideration.
The Flower Logo" uses such fibers for the body. As the name suggests, this epoch-making series combines the half dome logo with embroidery inspired by the California poppy, the state flower of California, where The North Face was founded.
FLOWER LOGO CREW ¥11,000
The above four colors are available. The same goes for the following items.
FLOWR LOGO HOODIE ¥12,100
L/S FLOWER LOGO TEE ¥7,480
L/S FLOWER LOGO ONEPIECE ¥10,780
In addition, launched in conjunction with the launch of this productCampaign Siteis a sight to behold.
The site, titled "VOTE for LOVE.", features eight expressive individuals.
Ayako Suwa (artist, leader of FOOD CREATION) @Doshimura, Yamanashi
Tadashi Higashino & Kanako Kanako (REBUILDING CENTER JAPAN) at Suwa City, Nagano, Japan
Kenji Kono (skier) at Nozawa Onsen, Nagano
Moe Nakase (Artist) @ Kanagawa, Japan
The genres and occupations are disparate: artists and creators, hair and makeup artists, a gardener based in Chuo City, Yamanashi Prefecture, and a couple who run a recycling center in Suwa City, Nagano Prefecture, to name a few. Yet, strangely enough, why is there a certain sense of unity?
Ishihara Genta & Ariyuki (Ishihara Engei) at Chuo City, Yamanashi, Japan
KENSHIN (Hair Stylist, EPO LABO Founder) @ Shibuya-ku, Tokyo
Makoto Segawa (SEEALL Designer) at Kamakura, Kanagawa, Japan
Jyunmi Ando (Model) at Azumino City, Nagano, Japan
In addition, noting that the use of TENCEL™ Modal fiber reduces approximately 2,000 grams of carbon dioxide in the process of producing the fabric used in one garment, the site attempts to visualize how much carbon dioxide has been reduced through this series.
I think this is a wonderful initiative filled with warmth that will greatly expand the framework of The North Face brand.
