The North Face
Unlocking Growth Through the Circular Economy
For over 50 years, The North Face has inspired people to live a life of exploration. At the same time, the apparel industry is infamous for impacts on the environment, with 85% of textiles produced every year ending up in landfills. The North Face turned to BBMG to help develop a refurbished product line and marketing campaign that could extend the life of its products, deepen its relationship with a new generation of consumers and position the brand as a leader of a new recommerce movement that inspires more adventures with less waste.
Our research revealed that young millennial women in particular were primed and ready for a new kind of recommerce. A shopping experience that flips expectations of remade clothing on its head. For her, it’s not about sustainability, it’s about style and adventure. It’s about making more exploration, more accessible.
Together with The North Face teams, we brought this badass mindset to life with a bold brand experience and go to market strategy for a new, younger consumer.
In 2019 The North Face Renewed was recognized as a finalist in the Fast Company World Changing Ideas Awards. It has also been listed as a best in package design from Design Rush.
Since then, The North Face Renewed has expanded to include 20 circular styles designed to be easily disassembled and recycled. In 2024 the program expanded once again to allow customers to return used items online and in-store in exchange for credit.
Audience Research
Personas & Segmentation
Brand Strategy
Brand Design
Brand Campaign
Growth Strategy
“Not only did the BBMG process help us define our target consumer and create a breakthrough brand, we also just really enjoyed working with them.”