The North Face is one of fashion’s most peculiar brands. On the one hand it is one of the most widely accessible brands in the world, available in malls, second-hand shops and outdoor speciality retailers on every continent. There’s a good chance that your unapologetically uncool aunt or uncle would name it as their favorite brand—there’s a reason it sits at the top of the norm-core hierarchy. But, on the other hand, there are countless niche geographically-licensed sub-brands and aesthetically-distinct labels that exist under the umbrella of The North Face. For the uninitiated, it can be confusing to walk into the local The North Face retailer and not find the Purple Label bag you were hoping to get your hands on. So, when unpacking the many identities of The North Face, where does one even start?

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Tags: nanamica, purple-label, supreme, the-north-face