It’s been a busy two years for Tim Hamilton since he joined The North Face as global creative director in October 2017.
He’s quietly been assembling a team, poring through the brand’s archives for inspiration and applying what he’s learned to put a fresh stamp on all aspects of the product line.
On Thursday night in New York, Hamilton introduced the key players in The North Face’s creative office and gave a preview of the pinnacle product that will hit the market for spring, the first season when the fruits of their designs will be revealed.
“I’ve always had a fondness for this brand,” Hamilton said. “It’s so recognizable, has a global reach and hits all generations. But there were a lot of diamonds to unearth.”
His mission is to elevate the design ethos of The North Face while ensuring that the product still delivers on its performance mission.
So his first order of business was to research the brand’s heritage since it was founded in 1966, and the innovations it has created for the past 50-plus years. The color palette, the high-tech fabrics and the details that have defined the brand are being used as “the guardrails for what we do,” he said.
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