The North Face is named for the coldest, most unforgiving side of a mountain. The North Face legend being on San Francisco’s North Beach neighborhood, at an altitude of only 150 feet above sea leave. In 1966, two hiking enthusiasts decided to follow their passions and found a small mountaineering retail store. The goal: deliver top-grade items to all those who desired to explore and serve our natural wild lands by helping to conserve them. The North Face believes exploration creates an indelible bond with the outdoors, inspiring people to protect our land and pass these beliefs down to the next generation.