The North Face is named for the coldest, iciest, most unforgiving side of a mountain (in the northern hemisphere). Behind this name lies the tenacity it takes to summit Everest, K2, El Cap.
Behind this name lies also warmth, resilience, and trust.
Apart from a very few brand enthusiasts,
the meaning behind the name of The North Face remains pretty unknown, especially here in China.

Now, it is no secret that in today’s China, Winter is here; with country’s economic chill, marked by a real estate downturn and rising youth unemployment, amid other global uncertainties.

Winter is here; it is cold, tough, unforgiving sometimes, but it's also an opportunity for The North Face to extend its narrative beyond the rugged terrains, to inspire not just outdoor enthusiasts but a much broader audience to face this winter, this cold, these hard times, together, with tenacity and resilience.

Face The North Face (直面北面)

Never stop exploring

The North Face