Technology Hits The Slopes This Winter
While we often think of technology as external devices, that is all about to change with the advent of The North Face's new high-end FutureLight line. The legendary outerwear company is leading as an innovator to give consumers new options as they hit the slopes and mountains this winter from Aspen to Megeve.
This new addition of jackets, pants and bibs to The North Face's Summit, Sleep and Flight series are stunning. Collaborating with professional mountain climbers, The North Face dedicated several years to creating clothes that now function as the company’s first technical outerwear. Dedicated to innovation, the company actually had to begin with a prototype since it said no such tech infusion into outwear had ever been developed before. The task at The North Face was to make certain that the product was a breathable, light, waterproof protective garment for the harshest skiing or climbing scenarios. The North Face also had to make certain the product was not too noisy. The result is a technology-based textile with a foundation membrane created out of nontoxic inert polymer and outerwear that breathes yet is windproof.
The brand describes its innovative adaptation as “nanospinning”. The North Face says it’s offering an unprecedented apparel line whose fabric content will later be applied to the company’s equipment and accessories as well.
“Product innovation, pushing the boundaries and having the courage to disrupt have been a part of The North Face DNA since our company was founded over 50 years ago,” said Scott Mellin, global general manager of Mountain Sports at The North Face. “For far too long, we have been forced to adapt to our clothing and environment. With the introduction of FutureLight, we are finally offering clothing that adapts to our needs. The introduction of this fabric is a pivotal moment for our brand, for the future of the apparel industry, and for consumers who will no longer need to sacrifice comfort or air permeability for waterproof protection.”
This is about wearing the future. And the products are sleek and modern in appeal boasting vivid colors of cherry red and banana yellow, among others with the rich quality for which the outdoor brand is known.
“The launch of FutureLight is about more than a fabric technology or a single jacket. It is about a new paradigm in clothing and protection,” said Steve Lesnard, vice president of marketing at The North Face. “We are redefining the expectations around weather protection and our campaign is designed to demonstrate the benefits and new possibilities that this technology will enable.”