The North Face: over 50 years of exploration and innovation so that inner-city kids can scale their peer group social ladder while pretending they need the Gore-Tex lining and down-fill for the harsh metropolitan weather. After all, the brand is named after the generalisation that the North face of the city centre is generally the most inhospitable, and so the most difficult to master. Wrap up against the harsh winds of the ever-shifting fashion zeitgeist with functional, modern classics from the American outdoor gurus.