The North Face is bringing the technology and performance it’s known for to a new denim capsule based on premium streetwear built for protection against the natural elements.
The outdoor performance brand launched The North Face Black Series, a collection of men’s and women’s denim that combines the technical and performance know-how of The North Face with the denim and fit knowledge of fellow VF Corp.-owned brands, including Wrangler, Lee and Rock & Republic.
Each piece in The North Face Black Series is made with Coolmax moisture-management technology that wicks away moisture while maintaining breathability.
Women’s pieces include wide-leg overalls, a zip front capelet and a short-sleeve button down shirt. Men’s styles include dark rinse jeans and a lightweight jacket.
The garments bear patches with The North Face’s signature half dome logo and are tricked out with hidden functional details like zip front pockets on jacket sleeves and on the bib of overalls. The collection is available now at select The North Face stores in San Francisco, London and Berlin.
The capsule taps into the growing demand for smart and functional products in denim and streetwear.
Levi’s has so far been leading the way in blending denim with technology with the launch of its Levi’s Commuter x Jacquard By Google jean jacket. But the denim supply chain is ramping up investments in denim fabrics that offer moisture and temperature regulating, waterproof properties and better durability. And expect to see more designer brands implementing ideas born in the outdoor and athletic apparel space. Italian streetwear label Palm Angels recently teamed with Under Armour to launch co-branded hoodies and bottoms made with the performance brand’s recovery technology.