The North Face has proclaimed, “The Future Is Coming,” and that future is breathable.
While waterproof fabric is good at keeping you dry, it’s also pretty good at making you hot. Which is why The North Face has developed its own fabric called Futurelight, describing it as “the world’s most advanced breathable-waterproof outerwear technology.” Futurelight is made through a nanospinning process that creates miniscule holes in the fabric that allows air to flow while maintaining complete waterproofness.
Futurelight is set to revolutionize not only North Face’s own business, but the way all companies further design waterproof products.
“With Futurelight, we can theoretically use the technology to make anything breathable, waterproof and for the first time, comfortable, said Scott Mellin, Global General Manager of Mountain Sports at The North Face and the man who came up with the idea for Futurelight. “Imagine a waterproof T-shirt, sweater or even denim that you actually want to wear. Today we start with jackets, tents and gloves, but the possibilities could be endless.”
You won’t be able to cop any Futurelight items until next fall, but in the meantime you can check out the coveted North Face Purple Label, which until Wednesday the 23rd, could only be found in Japan. Launched in 2003 by Nanamica designer Eiichiro Homma, the sixteen style collection gives a fresh look to 70s and 80s outwear. And while the collection has ventured out of Japan, it has found a single home at the North Face store in Williamsburg, Brooklyn, where you’ll have to travel to get the elusive looks.
This article was featured in the InsideHook newsletter. Sign up now.
