The opening night of the very first The North Face® store was one to remember. On 26th October 1966, a humble outdoor goods store on San Francisco’s North Beach was packed with an eclectic crowd of punk climbers, fashionistas, activists, fancy socialites and local beatniks. A few friendly bikers manned the doors while the crowd swayed to an impromptu set from legendary band, the Grateful Dead. The true spirit of The North Face® was born that night.
More than 50 years later, in homage to that night, we are proud to push the boundaries of exploration even further by opening our most iconic mountain pop-up ever, set at 2100 m in the heart of the Dolomites.
The iconic opening kicks off our Pinnacle Project: inviting rebellious spirits to unite in exploration through outdoors, fashion, design and music. Following the event in Italy, the project will travel to Berlin and Manchester in the fall, with coveted limited-edition collections available.