Projet exécuté pour: Altitude-blog / Altitude Sports
Sujet: relancement de la collection haute performance « Summit Series » par The North Face
Mandat: faire connaître la marque, la collection et les spécificités qui s’y rattachent, de façon à éduquer les lecteurs. Le but était également d’amener les gens vers le site Web d’Altitude Sports, vers la page des produits de la collection
Date: novembre 2015
« The North Face: a reference, a pillar, a brand we can trust. The legendary Half Dome logo keeps on leaving its mark all around the globe. Wheter it be for technical gear of every level or urban clothing, they have everything.
Originally launched in 2000, the Summit Series collection was made for a clear reason: offer the best gear possible to resist the harshest climates in the world. Over the years, the line expanded a lot and lost a bit of its essence and purpose.
Over the past 15 years, The North Face innovated and developed high-performance new technologies, like ThermoBall, DryVent and FuseForm.
Re-thinking and re-designing the collection while using these technologies only seemed like the right thing to do – not only for the company, but for the whole technical clothing industry. The solution: take a year off; think about the accumulated knowledge and expertise; concentrate everything around the collection’s main mission; and finally relaunch it the right way.
After a year of brainstorming and collaborating with high-level athletes and mountaineers, here it is: The North Face’s Summit Series F15.
Ultra-performant, ultra-niche. A total of six products – for men and women – representing the essential and top-of-the-line quality in terms of equipment. Everything was design and crafted in the simplest ways, making every inch of fabric count.
The concept: 6 layers that complete each other, for the summum regarding versatility and practicality – 100% designed for moments spent on the mountain.
The L1, the base-layer that will keep you comfy and warm; the L2 Jacket, the mid-layer that will regulate your body temperature and protect you from the cold; the L3 Summit Jacket, ultra-light and down insulated; the L4 Jacket, made from high-performance ThermoBall (25% more insulated than regular ThermoBall jackets); the L5 Shell (jacket + pants), that will keep you dry and protect you from the intense winds with the FuseForm and DryVent technologies; and finally – the L6 jacket, made from 100% nylon, that will assure a great protection, once you reach the peak of the mountain.
For every Summit Series product, The North Face replaced the GORE-TEX membrane with its own high-performance waterproof and breathable technologie, the DryVent 3L.
The collection’s motto: Respect, Inspire, Evolve.
This vision transports itself from the design part, into the manufacturing process of the clothing – and finally, in the look of the products. Summit Series isn’t only about high-performance equipment: it is also a symbol of understanding and solidarity for the ones who dedicate their lives in trying to reach the summit – the ones who live ”The Other Way”. »
Photos: The North Face
L’article original
Marie-Christine Lessard 