The North Face Mission Statement Analysis

The North Face Mission Statement

The story of the North Face started in 1966 when two mountaineering geeks Douglas Tompkins and Susie Tompkins Buell planned to start a mountaineering retail store. The aim was to establish a store that provides all the gears and accessories to help the outdoor enthusiasts fulfill their expectations to the core. Its mission revolves around providing the best gears to help the explorer reach the zenith of their expeditions. Also, they wanted to provide explorers with what is needed to explore some natural wildlands and preserve them.  The company gained popularity from the Berkeley area and moved to the other side of San Francisco Bay. They have launched their premium quality manufacturing brand of technical mountaineering apparel and equipment. 

The North Face Mission Statement 

The North Face mission statement is to “Provide the best gear for our athletes and the modern-day explorer, support the preservation of the outdoors, and inspire a global movement of exploration.”

On delving deep into The North Face mission statement mentioned above, it can be understood that the company aims at quality gear for athletes, keeping the environment intact, and keeping the spirit of curiosity alive. The company strongly believes in innovating its product line to ensure that its patrons get the best products.

Manufacturing clothes and gear to explore the world is not the only mission of The North Face. In addition, the company also aims at establishing environmental sustainability. In tune with this, they have taken the initiative to give used gears a second life in keeping with its sustainability initiative.

Tons of garbage is being produced by the textiles, which are burned or disposed of in landfills. So, 87% of materials used in textiles end up as waste. The North Face focuses on the sustainability and recyclability of such materials to conserve recyclable resources. 

By 2030, the company can launch its footwear and equipment manufactured with fabrics derived from its old gears and products. The company is also working with its suppliers to reduce its environmental footprint. In addition, they are also planning to make a switch to sustainable packaging by 2025

The North Face Vision Statement

The North Face Vision Statement is “Our passion is beyond setting records and achieving fame. For us, it’s all about changing lives, not just our lives, but also. the lives of those who inspire us to aim for extraordinary dreams.”

The company envisions to go beyond its own passion and make a difference in the lives of athletes and outdoor enthusiasts. The success of The North Face is based on world-class athletes. They also value the suggestions, recommendations, and ideas provided by them.  The company believes that it is their customers who inspire them to achieve new heights of success.

They have their research, design, and development team, which is unique in the apparel industry. Their team constantly develops their products based on the feedback from the athletes; because they believe that people can face different challenges during their adventures, and only they can give honest suggestions to make the necessary changes in the gears.  

The North Face Core Values 

The North  Face core values are Authenticity, Empowerment, Perseverance,  Environment Responsibility, and Technology and Innovation.

  • Authenticity: The company wants to be unique, which is reflected in its actions, initiatives, and products.
  • Empowerment: It states that its brand is empowered by its people and customers.
  • Perseverance: The company is undeterred and moves towards its mission with complete strength.
  • Environment Responsibility: The North Face values the environmental impact, and this is why they have launched their renewable and recyclable gear and clothes in the global market. Their main aim is to protect the wildlands by exploring them through the uninterrupted adventure with the best gears for athletes and enthusiasts. 
  • Technology & Innovation: “Disruption is in our DNA” – following this, The North Face often launches some innovative products in the market, such as FUTUREBRIGHT fabric, Thermal insulation, THERMOBALL, GORE-TEX, and FUSEFORM.


With a clear The North Face mission and vision the company has come this far and is going strong.

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