When The North Face was looking for an industry leader that could explain in a compelling narrative about their existing and new product lines, they chose Steve Lesnard. Lesnard has two decades of leadership in the industry, working on state-of-the-art innovations in backcountry apparel, including leading drives where apparel and technology were married. The North Face chose Lesnard to be their new Vice President of Global Marketing. Lesnard listens to his backcountry product evangelists – that include trail runners, mountaineers, climbers, skiers and backcountry snowboarders. That is how The North Face keeps churning out state-of-the-art backcountry apparel.
The athletes explained they needed waterproof/breathable gear to breathe better, be less constrictive and firm, all the while taking up a bit less room in their packs. This set The North Face into a three-year cycle of research and development as well as extensive, third-party product testing through Underwriter’s Laboratory. They developed a product they call “FutureLight” that is made with 90 percent recycled content that is nanospun. The nanospinning technology creates minute holes in the product that help moisture move to the outside of the product, rather than be on the inside.
When athletes are in rain or snow and sweat, they risk hypothermia in cold temperatures when their skin gets wet and clammy. FutureLight is lighter, softer and more breathable than competing waterproof/breathable products on the market. Like all North Face products, it has a lifetime warranty. The North Face has been committed to sustainable products since 1996, when they produced the first Denali jacket made up of recycled fleece. Because FutureLight is almost entirely made up of recycled materials and it has a lifetime warranty, it is sustainably produced, which will preserve the ability to “Never Stop Exploring” for everyone on the planet.