The North Face Loves New York

Vivian Hendriksz for Fashion United:

Outdoor brand The North Face has opened its newest flagship store at 511 Fifth Avenue in Manhattan, New York City. The flagship store spans 21,000 square feet across two floors and sees the brand make its biggest investment in retail to date.

Introducing a new store concept that looks to elevate the traditional shopping experience into a journey of discovery, the format centers on immersive exploration around the outdoor world.

No other “classical” (and American) outdoor brand has made as aggressive of a move into streetwear and fashion as The North Face. Born in Yosemite Valley now increasingly found on “high street”. And to be honest, I don’t mind them straddling both worlds – as long as function and quality of the “real stuff, still made for the outdoors” doesn’t suffer. I don’t care if they sell hoodies to high schoolers.

The only thing I gripe about is that after looking at the official press photos I was a bit disappointed that what was touted as “new store concept that looks to elevate the traditional shopping experience” in reality just looks like any other The North Face store I have stepped foot in over the past 10 years. Maybe in person it feels a bit more exceptional, but from the pics it looks like a normal store with North Face duffels.