The North Face Standard Collection Defies Expectations with Fashion-Forward Designs
Tokyo, Japan – The north Face’s Standard collection, operated by outdoor giant Goldwin in Japan, is gaining international recognition for its unexpectedly stylish designs, blurring the lines between high-performance outdoor gear and contemporary menswear. While competitors like Patagonia and Arc’teryx have recently found streetwear appeal, the North Face has consistently maintained fashionable inclinations, particularly within its Japan-exclusive standard and Purple Label lines.
The latest collection features olive green quilted liner jackets and long fishtail parkas, integrating modern technology like GORE-TEX linings with retro-inspired military aesthetics. One parka boasts a cinched hood designed to fully cover the wearer’s face. these garments, showcased in editorially-styled shoots against scenic backdrops, demonstrate a level of design sophistication rarely associated with a brand primarily known for climbing equipment.
The North Face’s approach differs from other outdoor brands that “accidentally” attracted a streetwear audience. The brand has always explicitly cultivated a fashion sensibility,especially in Japan,where the Standard and Purple Label collections have amassed a “considerable worldwide following.” According to Highsnobiety, this strength makes the “standard” designation ironic, as the collection consistently delivers designs exceeding typical expectations.
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