Outerwear brand The North Face joined forces with Japanese brand Sacai
back in January, working together on a capsule collection with the aim of
attracting new audiences.
The 17 piece capsule collection was previewed at Sacai’s Autumn/Winter
2017 menswear show in Paris. Featuring oversized parkas and coats which
build on The North Face’s signature Mountain and Nuptse jackets as well as
fur-trimmed caps.
The capsule collection will launch from September 2 at Dover Street
Market, cementing The North Face’s streetwear appeal, as well as at
selected Sacai and North Face stores worldwide.
The collaboration with Sacai benefits The North Face, who have been
attempting to grow in the Asian market. “Partnerships certainly help
attract new audiences to our brand, and we are developing this line because
we believe that “outdoor” as a category is bigger than “the mountains”,
vice president and managing director of The North Face Asia Pacific Eric
Tosello told Business of Fashion.
The North Face also built on their Asian presence with the launch of
their ‘Urban Exploration’ line recently, marketed as a “downtown
expression” of the brand. The design team is based in Japan and targets the
Asian fashion industry by exclusively using Asian models in their
lookbooks.
Sacai, known for interesting hybrid designs, too benefits from the
collaboration, not only from The North Face’s brand name, but their
expertise in outerwear. “I’ve always been inspired by the idea of
performance brands,” Sacai founder and designer Chitose Abe told Business
of Fashion.
The North Face brand is known for creating products that focus on
function and utility. Their simplistic designs have allowed brands such as
Supreme to add their signature aesthetic, and in doing so The North Face
has grown into a desirable, outerwear brand.
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Photos courtesy of Sacai