The mountain itself may not be obsolete, but the brand named after it soon will be

Back when I was active in mountaineering and backpacking expeditions in the early 70s-80s, North Face was a manufacturer of very solid, well-made outdoor equipment. It then moved into fashion, and their puffy down parkas became an inner-city and suburban white kids’ fad; the quality of what was being sold plummeted, and I stopped buying anything with a North Face label. Later, I read that they’d resumed making good stuff, but, like Bud Light, there are so many other manufacturers out there, I never returned to the brand.

no mas

Now, possibly because too many serious outdoorsmen shared my sentiments and sales declined, or a new generation of woke children has taken over the company, North Face is back in the fashion business, but with a twist: it wants to sell outdoorsy-looking garments to the transgender crowd, and hip high school and college kids. Nothing goes into and out of fashion quicker than high school fads, so see ya, North Face.

Breaking: In a new ad, with clothing and apparel targeted to adults and kids, clothing company The North Face has a man in drag with a full mustache and mini dress promoting pride and telling viewers to “Come Out.”

This is the new normal. Every company will push this and… pic.twitter.com/pTtQrTxB0e

— 🇺🇸Travis🇺🇸 (@Travis_in_Flint) May 24, 2023