ICONS
Legacy is not static, it’s living.
The North Face Icons were born to serve the world of expeditions in the harshest regions of the world, these products have taken on lives of their own as cultural staples. Beloved by explorers of all kinds for over 40 years.
Leading our Icon’s category I partnered with our merchandising leads to create a 5-year strategy to protect our most iconic product, meanwhile using this powerful platform to introduce new innovations and refreshed designs for the next era of Icons
By creating three distinct lanes for our Icon products we could strategize where to protect and where to innovate. This created clarity for our teams and consumers alike.
My team then worked on defining “what makes an Icon, an Icon.” Creating a guide for cross functional alignment to establish a shared understanding of what we are protecting.
Once we defined what to protect we worked over the last three seasons to create an evolution. We redefined our Icons with modern updates to style lines and material platforms. Introducing materials like Pertex, 3L Gore-Tex and features focused on building both style and versatility into our Icons Evolved.
Launching in Fall 2026 our Evolved Icons will bring renewed energy and increased hype in this essential group of products for the North Face.