the north face begins a small retail and mail order operation in San Francisco’s North Beach area. The Grateful Dead play at the store during celebrations.

1968

The North Face dream begins, with a few sewing machines manufacturing the first gear in the back of the store.

1969

The Sierra parka hits the market and becomes a classic in down outerwear.

1970

The North Face factory opens in Berkeley, CA. Credence Clearwater Revival serenade while rehearsing next door.

1972

Brooks Range Ski Traverse Expedition in Alaska
In the era before the Alaska Pipeline, Ned Gillette and team make a 30-day traverse following 300 miles of the Koyukuk and Itkillik Rivers.

Aquarian Wall Expedition in El Capitan, Yosemite
Yosemite legends Jim Bridwell and Kim Schmitz nail a new route up the biggest wall in Yosemite. This becomes the first of many The North Face-backed firsts on the Californian monolith regarded as the finest big wall on earth.

1974

Morning Glory tent is introduced.

1975

Geodesic dome tent designing replaces the traditional A-shaped tent, with introduction of the Oval Intention.

Ice Nine Award
Presaging the Al Gore era, The North Face clothing inaugurates this award for the entity contributing most to ecological destruction. Atomic Energy Commission wins. Ice Nine is an end-of-the-world science-fiction concept in a Kurt Vonnegut novel.

1976

Mt Hayes Expedition in West Face, Alaska
First ascent of this 14,704 foot peak by a team including the veteran alpine legend Fred Beckey

1978

The VE-24 tent unleashed! Embodying R. Buckminster Fuller’s theory of sphericity incorporating maximum efficiency with minimum materials, this design remains little changed after 30 years.

Annapurna (25,504′) Expedition in Nepal
Touting the t-shirt slogan “A woman’s Place is on top”, a 13-woman American team make an ascent. Leader Arlene Blum writes the classic expedition book “Annapurna: A woman’s Place.”

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