The North Face is an American outdoor recreation products company. The North Face produces outdoor clothing, footwear, and related equipment. Founded in 1968 to supply climbers, the company’s logo draws inspiration from Half Dome, a distinct rock formation rising over 8,700 feet (2,700 m) above sea level in Yosemite National Park. By the late 1990s, the label had expanded beyond outdoor enthusiasts by focusing on street couture and since the 2000s it is regarded as a streetwear style symbol label. In 2000, it was bought by VF Corporation.
In March 2024, The North Face began offering a 20% discount to customers who watch a four-part, one-hour „racial inclusion” course, titled the „Allyship in the Outdoors” programme which aims to „foster a deeper understanding of the unique challenges that people of colour face when accessing the outdoors”. The questionnaire covers topics such as white privilege, acknowledging „lived experiences”, and different types of racism. The course begins by asking the customer „How many people of color do you see on the slopes, on the hills, or on the trails?”, and at the end asks the customer to become an ally to their cause. The company faced a backlash from right-wing commentators who accused the program of being „woke capitalism at its worst”.
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