The North Face – Pinnacle Project

On 26th October 1966, an outdoor goods store in San Francisco was packed with punk climbers, fashionistas, activists and local beatniks. The eclectic crowd swayed to an impromptu set from the legendary band The Grateful Dead. The true spirit of The North Face was born that night. In homage to that moment The North Face started The Pinnacle Project. It was launched this summer with a mountain popup at 2100m in the heart of the Dolomites, moved onto an exclusive event of style and culture in Berlin and culminated in a one-off night of music, celebration, and special collections in Manchester’s Boiler Room. A cool activation by a cool brand!