The North Face Says to Foul Weather: "Bring it On"

New The North Face FlashDry™ Technology Keeps Wearers Cool, Dry, Warm and Protected in the Harshest Winter Weather

Jan 19, 2012, 10:20 ET from The North Face

SAN LEANDRO, Calif., Jan. 19, 2012 /PRNewswire/ -- The North Face today unveiled its Fall 2012 collection of equipment, apparel and footwear at Outdoor Retailer Winter Market in Salt Lake City, calling attention to the science behind new products that solve the problems, like cold and wet, that athletes have been facing for generations.

FlashDry™, a technology innovation proprietary and exclusive to The North Face, made its industry debut as a major focus for the company products moving forward. FlashDry utilizes a particle technology that has been used in garments for the Fall 2012 collection in everything from waterproof, breathable laminates to knits in jackets, baselayers, hats and gloves throughout the line. The porous particles of FlashDry work with your body to regulate temperature by accelerating moisture removal and dramatically improving dry time. Individually, articles with FlashDry outperform anything available on the market, but when worn together in a layering system with a baselayer, mid-layer and jacket, the dry time is even faster than when wearing alone.

The North Face developed FlashDry as part of the Physiologic® process, an ongoing loop of communication between The North Face athletes who test product and the designers and researchers who are developing the product. Physiologic helps to ensure there is constant innovation within gear, apparel and footwear, while remaining true to the physiological needs of the athletes and consumers who are using the product to push their personal limits in the outdoors.

"Moisture is a problem for every consumer and every athlete, particularly in the cold, rainy fall and winter months," said Vice President of Product for The North Face Philip Hamilton. "We developed FlashDry to solve that problem and to help eliminate dangerous distractions whether you're running, climbing or riding this winter."

The North Face runner Kami Semick's dramatic experience at the 2010 Courmayeur Champex Chamonix, a sister race of the famed 166K Ultra-Trail du Mont Blanc, directly inspired FlashDry and the creation of the Fall 2012 Running Collection. Taking place high in the French Alps, variable weather at the event's start quickly turned severe as winter-like rain and snow battered the runners on high passes. In an effort to only carry lightweight apparel and gear, Semick lacked the proper protection for such extreme conditions and was nearly hypothermic when she crossed the finish line after 57 grueling miles.

"We're able to combine FlashDry with our highest-performing fabrics and advanced construction techniques to deliver a system of comprehensive protection from the most difficult conditions in any season," said Hamilton.

The North Face introduced close to 100 new pieces into Fall '12 collection featuring FlashDry technology across all activity categories, including:

  • Stormy Trail Jacket ($165 USD MSRP) The most breathable waterproof running jacket available featuring a windproof, fully seam sealed FlashDry shell.
  • Warm L/S/ Zip Neck Wool Baselayer ($90 USD MSRP) Warm provides maximum thermal protection and moisture management for low- to medium-intensity activities in cold weather; constructed with strategically located flat-locked seams and an innovative polyester blend featuring The North Face FlashDry technology that dramatically improves dry time and breathability.

"There is an old Scandinavian proverb that says, 'There is no bad weather, just bad clothing'," said Hamilton. "Armed with FlashDry, we say: Bring on the bad weather. We're ready for it."

About The North Face
The North Face, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in San Leandro, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snowsport athletes, endurance athletes, and explorers. The company's products are sold in specialty mountaineering, backpacking, running, and snowsport retailers, premium-sporting goods retailers and major outdoor specialty retail chains.


Press Contacts:
Jessica B. Lange
The North Face

Lindsey Sine
The North Face


SOURCE The North Face