The North Face began as a small mountaineering store in San Francisco in 1966. The Couple who opened the store were hiking enthusiasts, brand committed to serving all those who desired to explore and to serving our natural wild lands by helping to conserve them. At TFN's core, they believe exploration creates an indelible bond with the outdoors, inspiring people to protect our land and pass these beliefs down to the next generation, something the brand sticks to today. In the Northern Hemisphere, the north face of a mountain is generally the coldest, iciest and most formidable route to climb. TFN's founders thought this name reflected their mission and dedication to the extreme.