Home → Blog → Company News → Innovating for the Great Outdoors – The North Face Japan and Polygiene
In recent years, Japan’s outdoor community has boomed, and participation in outdoor hobbies, activities, and sports has grown significantly. Sports, fitness, and lifestyle brands catering to this market are riding the wave and seeing their best-ever financial results in the process.
However, some brands have done much more than ride the wave. Some brands have been instrumental in helping to grow the country’s outdoor scene by providing support, equipping participants with high-quality gear, and building a sense of community via clubs and competitions. The North Face Japan stands at the forefront of this group of industry-leading brands.
In a fascinating and insightful conversation, Andrea Salazar, Brand Strategy Manager APAC for Polygiene, sat down with Kohei Yamashita (山下 浩平), General Manager of The North Face Japan Marketing at Goldwin Inc., to discuss the pivotal role the brand has played in growing the community, its aims for the future, and its partnership with Polygiene.
As in many countries, the COVID pandemic saw Japanese consumers embrace outdoor pursuits in a big way. “People wanted to clear their minds and reset outdoors, and we saw a significant increase in camping and trail running,” said Yamashita. The North Face Japan (TNF Japan) was able to meet this rise in demand and saw its products penetrate to consumer groups that had previously never engaged with TNF Japan.
However, as much as the pandemic resulted in a significant uptick in interest in outdoor activities and products, it was not a trend-bucking event or a reversal of fortunes. The Japanese outdoor community has been growing steadily but surely for more than a decade. “Since the 1990s, we have pioneered outdoor fashion, offering lifestyle wear that resonates with both outdoor enthusiasts and city dwellers,” Yamashita explained. TNF Japan’s ability to merge outdoor functionality and urban aesthetics – perhaps best showcased by the introduction of the much-hyped and Japan-exclusive Purple Label collection – appeals to Japanese consumers in a way few outdoor brands can. And it has done so since long before the global pandemic.
TNF Japan would not have been in a position to take advantage of the sudden explosion of interest in outdoor pursuits had it not spent many years developing and supporting the outdoor community itself. Yamashita pointed out that TNF Japan has been at the heart of several successful community initiatives.
Also central to its success is the brand’s focus on delivering unique products for the Japanese market and consumers. “We tailor our products by designing apparel suited to the physique of Japanese people and aligning them with Japan’s four seasons,” Yamashita noted. “Our goal is to provide comfort and functionality year-round.” In a fashion-forward nation, the importance of analyzing market dynamics and ensuring content resonates with Japanese sensibilities cannot be underestimated. “We strive to stay in sync with trends and behaviors,” Yamashita added. “It’s about delivering what our customers truly value.”
TNF Japan acknowledges the importance of aligning its brands and products with Japanese cultural values. In some instances, this presents exciting opportunities to innovate and introduce new designs and technologies. This is particularly true of sustainable textile solutions like Polygiene. “In Japan, cleanliness and functionality are highly valued,” Yamashita noted. “We see this as an opportunity to promote sustainability by emphasizing convenience and practicality.”
Yamashita was highly enthusiastic about TNF Japan’s use of Polygiene technology. “Partnering with Polygiene has enhanced our sustainability efforts by adding antibacterial and anti-odor properties to our products. Polygiene helps reduce odors during extended activities, allowing adventurers to pack fewer garments. This means less washing and a smaller environmental footprint,” he explained. “It’s ideal for 100-mile trail runs, multi-day mountain traverses, or extended business trips. Polygiene not only provides practical benefits but also aligns with our commitment to reducing environmental impact.”
By positioning products with Polygiene as adaptive wear for changing climates and active lifestyles, TNF Japan is finding innovative ways to engage consumers. “We’re excited to communicate these benefits more effectively,” he says. “It’s about enhancing the user experience while contributing positively to the environment.”
One of TNF Japan’s standout sustainability efforts is the GREEN BATON initiative. Launched under the slogan, “From hand to hand. Let’s pass it on for the future,” this initiative aims to:
Both Andrea and Yamashita are extremely excited about the Polygiene x TNF Japan partnership and what the brands can achieve together over the coming years. TNF Japan is confidently and successfully navigating the intersection of tradition and innovation, embracing opportunities to promote sustainability while honoring cultural values. “Our efforts highlight the importance of understanding our customers and crafting strategies that resonate,” Yamashita remarked. “We’re optimistic about the future and our ability to make a meaningful impact.” Andrea echoed the sentiment: “It’s inspiring to see how TNF Japan is leading the way in fostering outdoor culture and sustainability. Collaboration and innovation are key.”
Learn more about TNF Japan or explore the power of Polygiene solutions.
