The North Face Urban Exploration range is a stab by the adventure-focused company to infiltrate the hyper-popular world of streetwear and it has been quite successful, allowing the brand to feature diverse and chic silhouettes that ensure aesthetic appeal and functional comfort.
For Spring/Summer 2020, The North Face Urban Exploration returns with the 'Lemon' line. Emphasis is put on a few pieces, including the DWR-treated Bravo Long Coat, Tibetan prayer flag-inspired T-shirts and the Cordura-equipped Utility Shirt that is also water-resistant.
Lemon is considered to be the third release of The North Face's Spring/Summer 2020 capsule. The range is developed in collaboration with Kazuki Kuraishi who is a "long-time guest designer."
Image Credit: The North Face
What's Driving This Trend
- Streetwear-ready High-performance Wear
- Disruptive innovation opportunity: Combine high-performance materials with streetwear aesthetics for functional and fashionable clothing.
- Dwr-treated Apparel
- Disruptive innovation opportunity: Develop innovative waterproofing treatments for clothing to enhance durability and functionality.
- Collaborative Designer Capsules
- Disruptive innovation opportunity: Partner with guest designers to create limited edition collections that merge unique styles with established brands.
Who This Affects Most
- Outdoor Apparel
- Disruptive innovation opportunity: Integrate fashion-forward designs with advanced outdoor performance features to attract style-conscious outdoor enthusiasts.
- Streetwear
- Disruptive innovation opportunity: Merge streetwear aesthetics with technical fabrics and functionality to cater to the growing demand for fashionable activewear.
- Fashion Collaborations
- Disruptive innovation opportunity: Forge partnerships between fashion brands and guest designers to create exclusive collections that appeal to both brand loyalists and fashion enthusiasts.
