Your Grandma Wears The North Face
March 31st, 2008 Wade
The following does not reflect the opinion of Outdoorzy, just this one, strange blogger…
Let’s set the record straight here. I own a The North Face jacket, gloves, sleeping bag, and a pair of convertible pants. I love each one of those things. They are well made technical clothing items. They keep me warm and dry and looking good while I do it. Can’t ask for more than that.
But, as we all know, The North Face has entered the mainstream. It’s rough when you see your grandmother wearing The North Face, when yesterday it was “your” style. And I’m not talking about your grandmother that climbs 5.9s. I’m talking about your grandmother that drives a Lincoln and eats at The Cracker Barrel. I don’t think the issue many of us Outdoorsy types have with this is unfounded either. Some say, “Anyone can buy any piece of clothing they want.” And this is true. But when everyone is wearing your brand, it suddenly looses its individuality. Mountain Hardwear is getting a following in the Bingo-playing crowd as well, which is also disturbing. TNF and MH both make fantastic clothing, no doubt about it. But I hate going to the mall and my wife can’t find me because everyone has the same jacket on.
Well folks, at least we still have Sierra Designs, Patagonia, and Marmot.
8 Comments Add your own
1. iMULTISPORT | March 31st, 2008
we second that emotion…can we please have a little exclusivity again?
2. Steve Sergeant | March 31st, 2008
I used to identify as a member of a class of cyclists who deliberately went retro to revolt against the spandex and advertising-covered-jersey wearing, expensive european bike riding, racing-poser set. We fed plenty of sand and dust from our rear wheels to said posers, wearing leather street shoes, denim cut-offs, and button-down “dress” shirts and riding cheesy department store road-bike frames hopped-up with a few carefully chosen high-end wheels and other quality components. The lesson to be learned is not to worry about what toys you have, but what you can do in spite of them.
When VF Corporation bought TNF, a company who made their fortune on fashion items, they knew what they were doing. They knew there was more money to be made in serving the people who wanted to look like they got outdoors, than in serving the people who actually do. And VFC has plenty of experience in fashion: http://www.vfc.com/sub_pages/our_brands.php
Still, TNF still has to keep up their image by making stuff that a few high-profile expedition types will use. So they continue to make some good stuff.
But I suggest that you might want to contemplate a deeper issue. In Kurt Vonnegut’s novel, Sirens of Titan, he put it quite well. He illustrated the difference between two characters, one who lived “in-style”, and another who lived “with-style”. Someone who lives in-style is always trying to be “with it” by making sure they have the hip gear and do the cool things so that others will think they’re cool. Someone who lives with-style is always looking to do their own thing, follow their own dream, push their own personal envelope, often in unconventional and usually unfashionable ways. In the end, it’s the people who live with-style who wind up creating the trends in the first place.
3. The Brandon | March 31st, 2008
Your grandma climbs Everest.
4. P | March 31st, 2008
What is the big deal? My grandmother gave me her old oldsmobile and I drove that thing to every trail head, every river put-in, take-out, off-road, on-road, every high pass, every snow storm I could in the american west. Point is, getting outside has nothing to do with looking like a grandma, or not looking like a grandma. So who cares if your grandma looks like she’s getting outside? Relax dude.
5. wade | March 31st, 2008
Living “with-style”… I love it!
6. endercore | April 1st, 2008
i think you ment to say at least we still have “pata-gucci”
7. Your Grandma Wears The No&hellip | April 1st, 2008
[...] Lincoln vs Cadillac Forums has something worth reading today (Your Grandma Wears The North Face)Here’s a brief bit, but follow the link for the rest.And I’m not talking about your grandmother that climbs 5.9s. I’m talking about your grandmother that drives a Lincoln and eats at The Cracker… [...]
8. cheflovesbeer | April 2nd, 2008
Those grandmothers and other posers help bring the price of gear down. The manufactures can save money on economies of scale. On the other hand some manufacturers have found out the gear never really gets used so they can make crap. Then replace it for the people that actually use it.
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