I’ve lived near the Peak District for a lot of my life. It is renowned for attracting walkers, hikers, climbers, cyclists and pretty much any outdoor activity you can think of. I also lived in South London for four years out of the 10 I lived in the capital. While the comparisons aren’t exactly easy to come by or particularly obvious, I know there’s one thing that brings the two places together: The North Face. Outdoor sports enthusiasts wear the label on Stanage Edge, as do teenagers in Brixton.
Believe it or not but the brand has become the ultimate fashion status symbol. This is probably news to your dad and anyone else who wouldn’t consider themselves to be bothered about fashion (no disrespect to the dads who are super stylish). I’m not completely surprised by this turn of events. The fashion industry has been repackaging outdoor items for years and making them “cool.” Hiking boots, checked lumberjack-style jackets (aka, the shacket), fleeces and waterproofs have been recreated by some of the biggest power fashion houses—from Prada to Balenciaga. It was only a matter of time before the traditional outdoor brands, such as The North Face and Patagonia, got a slice of the action, especially as street wear began its rise a few years ago.
