The North Face has partnered with the San Francisco Museum of Modern Art to launch its first-ever digital archive, celebrating more than 55 years of enabling exploration. The North Face is also partnering with artists RZA and HAIM to preserve the legacy of the outdoors and call on explorers everywhere to submit their own stories of adventure. 

The North Face has named the campaign It's More Than a Jacket, and is launching its first-ever crowdsourced digital archive, calling on explorers all over the world to submit stories and images of their own well-loved products to potentially be included in the official archive. With the San Francisco Museum of Modern Art, The North Face will bring the archive to life through a series of participatory programmes at the museum in the Autumn of 2022.