Since its launch in 1966, The North Face has held a secure place at the intersection of practical design and street culture. Its iconic jackets made a seamless transition from mountain gear to urban wear, becoming a fixture from the 90s hip-hop scene right up to today.

Last summer, The North Face launched its ‘Red Box’ line. Intended to bring a different energy than the outerwear the brand is most known for, the line channels the same approach as the usual brand DNA but for a lifestyle collection built for quotidian life in the city. On Saturday in London, the brand brought that energy to life with a city-wide activation alongside longtime collaborator and ambassador Loyle Carner.

IT STARTED WITH A SECRET SET

The day started at a secret first location, revealed only to those following closely online. DJ AG, known for his eclectic mix of Afrobeats and R&B, opened the day with a live set. Backdropped with the view of Tower Bridge, the opening event was a celebration of The North Face’s impact in the city.

THEN GUESTS HEADED TO THE FLAGSHIP STORE

The journey continued to The North Face Regent Street store, where the focus shifted to shareable moments. Guests were able to immediately browse and shop the latest Red Box collection in-store, providing a tangible, real-life experience of the product as the event unfolded across the city, while experiencing a tele-disco phone booth and immersive recording session.

LOYLE CARNER HEADLINED THE MAIN EVENT

The final location, Leake Street, was revealed by evening to the lucky ticket winners, who were treated to a surprise live performance by Loyle Carner, a British rapper and The North Face ambassador. The intimate set was filled with a packed crowd, concluding the city-wide journey with a moment that rewarded the participants.

AND WE SENT A DAZED CLUB PHOTOGRAPHER TO CAPTURE ALL OF IT

To give you an insight look, we commissioned Dazed Club photographer Courtney Frisby to document the activation as it unfolded. 

Head to the gallery above to check out all her images.