UNSOLICITED: The North Face & NFT Fashion

Updated: Apr 1


Original photograph by Thomas Lipke


Glossary

  • The North Face - an environmentally conscious outdoor fashion company that makes beautiful, lasting products and attracts a vastly diverse following.

  • A Non-Fungible Token (NFT) - simply put, a line in a digital ledger that forever, and incorruptibly, identifies a specific item - digital or physical.

Goals

  • To nudge consumers towards ecologically conscious consumption

  • To reward adventurous fans and inspire more people to go on adventures

  • To demonstrate the lasting value of well made products

  • To extend the definition of art, inviting people, who’d traditionally be excluded from artistic endeavours, to participate

As a byproduct, NFTs would allow a new form of art, where canvases are products and colours are added through stains, stitches and stories of authentic adventures. It could be the next level of product personalisation ⏤ to buy not just a parka, but a parka that’s seen the summit of Everest.

How it could work

Original photograph by Ben Den Engelsen


  • The North Face jackets could come with (98% more efficient, Eth 2.0) NFTs.

  • Each NFT owner would be invited to activate a digital log, where she could add notes, pictures and videos of the adventures the jacket was a part of.

  • The log would be publicly available - anyone would be able to follow logs and make offers on items featured (or easily find relevant new products).

  • Should a log owner accept an offer, and sell the garment and its blockchain-verified history, the buyer would be added to product NFT, becoming part of the narrative.

  • Product handover could take place remotely or be organised in a North Face store for additional benefits (e.g. garment mending).

  • NFT would also allow creation of a uniquely identifiable digital version of the item, which owners could use in a myriad ways in the digital realm.

Benefits

Original photograph by Taylor Leopold


To all consumers

  • Access to authentic North Face products with rich history.

  • An easy and exciting path to ecologically conscious consumption.

  • A way to become part of a unique narrative (by owning a jacket that climbed Kilimanjaro) and expand the narrative by adding own experiences.


To adventurers

  • A way to monetise adventures, get rid of superfluous gear and make space for new one. The premise is that a jacket that participated in a sled dog race across Alaska would cost more to the race fans than a new one.

  • An opportunity to develop personal brands and following, in a focused environment, not competing for likes with general interest social media content.

  • An opportunity to create a new form of art, combining physical objects (a jacket), with unique multimedia narrative.


To The North Face

  • A way to promote products through authentic stories and diverse field testing.

  • Elevation of garments from functional items to original storytelling devices.

  • Opportunity to expand the modern definitions of art and artists.

  • Support of conscious consumption by offering new motivation for purchasing second hand products.

Coda - Adventure Art

The North Face produces beautiful, lasting products. NFTs would distinguish individual pieces and allow brand fans to take the public on adventures — wild and urban, highlighting the lasting quality of the gear and inspiring future explorers.

As a byproduct, NFTs would allow a new form of art, where canvases are products and colours are added through stains, stitches and stories of authentic adventures. It could be the next level of product personalisation ⏤ to buy not just a parka, but a parka that’s seen the summit of Everest.

Can life get any better?