We recently covered the ideological downfall of Patagonia (with its Patagonia Holdfast Collective). Some of every dollar they make now goes to DEI efforts, the ridiculous and counterproductive rewilding effort, and other silly things unassociated with simply providing good outdoor gear. Besides, do you really want to support something called the “collective?”
North Face appears to have joined Patagonia, albeit a bit late.
To keep flourishing, retail brands need to invite new customers in, try their wares and build goodwill so that they keep coming back. Discount promotions are a proven way do that.
However, The North Face — a global leader in outdoor gear and ranked No. 1 in U.S. brand awareness in its class, according to Statista — has just launched a limited discount promotion that could knock it off its pedestal.
The North Face is offering a 20% discount certificate to U.K. customers who complete an online diversity, equity and inclusion course entitled “Allyship in the Outdoors.” The discount is redeemable through The North Face website and currently is not available to customers in North America, though they can still take the course.
The North Face designed the hour-long course “to foster a deeper understanding of the unique challenges people of colour face when accessing the outdoors,” it stated. The participation invitation promised to “provide training and resources to help you be a better ally and to make the outdoors a safer and more welcoming place for everyone.”
Some recent graduate of an Ivy League college hired as director of diversity, equity and inclusion dreamed up this genius idea. Hey, let’s not focus on making the very best outdoor apparel we can make, investing all of our dollars into research to stay better than the next company. Let’s focus on something completely different. It will help the company, I promise.
And company COOs, CFOs and CEOs are so stupid and gullible that they believe them. All of the time, in every instance.
I have a better option. When you need to purchase outdoor gear and apparel, go to the hunting companies. I have three suggestions: (1) Badlands, (2) Sitka, and (3) Kuiu.
In addition to being hypocrites (North Face just shut down their only store in downtown San Francisco – how’s that for helping the underprivileged?), they appear to be going the way of L.L. Bean, who once made good outdoor gear and switched over to making regular, ordinary apparel when they got big enough.
The hunting gear and apparel manufacturers, on the other hand, know what’s what. One bad review of a product can send it into the tank. There are so many hunter forums and discussion threads on various topics that you wouldn’t be able to read them all in a lifetime. But the well-visited sites have so much power over the hunting gear and apparel manufacturers that virtual instantaneous changes have been made because of complaints.
Their gear works, or it gets phased out very quickly in favor of something that does. They invest magnificent amounts of money into research of relevant topics. For example, how do we know that deer can’t distinguish between red and orange versus grey? And that they see blue very well, so that all blue threading and dyes must be removed from deer hunting apparel? We know it because Sitka sponsored a student doing a PhD at the University of Georgia to study that very thing.
Their GoreTex fabric works, and you can get one, two or three layer fabric (the three layer being just right for awful conditions). You know those hunting shirts that use silver to do built-in odor management for your hunts? I have several. They really work.
Do you want similar apparel without the camouflage patterns? They all have that too. Do you want backpacks? There are so many that it would take weeks to go through them all – or go to Mystery Ranch and get one, or one of the many makers of tactical packpacks (like TRU-SPEC, Condor, 5.11, etc., etc.). I have a TRU-SPEC and it works great.
You know one cold weather garment that you won’t find that much (if at all) at ordinary outdoor apparel makers? Neck gaiters. It literally changed my hunting when I found the right one.
Do you want really cold weather gear? They all have that sort of thing too. And it works. And they focus on one thing: making better gear than their competitors. That’s all.
Dump North Face and Patagonia. You don’t need them.
Full disclosure: I haven’t been paid a single penny by any hunting gear and apparel manufacturer for saying these things. I have to buy everything with my hard-earned money.
