“Never Just a Hike”: A New Vision of Hiking
The North Face launches the new Hike SS26 collection, accompanied by the global campaign “Never Just a Hike”: a manifesto that goes beyond the product and aims to redefine the very meaning of hiking for a new generation of explorers.
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For the brand, hiking is no longer just a codified outdoor activity, but a universal language of energy, identity, and freedom. The campaign breaks down stereotypes associated with “simply walking” and offers a more authentic, visceral, and contemporary narrative of mountaineering—now and in the future.
A campaign in three acts: Rain, Wind, Sun
During the SS26 season, the collection will be unveiled through three distinct chapters—Rain, Wind, and Sun—each dedicated to the natural elements that accompany every outdoor experience.
Each chapter is not just a product release, but a story: conditions, sensations, and challenges that define the journey, translated into technical solutions and advanced design.
The Manifesto: Beyond the Path
“Never Just a Hike” is also a cultural statement.
Hiking today risks being trivialized: reduced to social media content, glossy aesthetics, or simple performance. The North Face overturns this vision and brings the real, raw, and personal experience back to the center.
Walking thus becomes an instinctive and identifying act.
It doesn’t matter where: on an alpine trail, on urban asphalt, or in the most remote backcountry.
It’s challenge, discovery, chaos.
It’s getting lost in order to find yourself again.
It’s something that can’t be standardized.
Because, after all, there isn’t just one way to experience hiking.
Chapter 1: Rain — Protection Without Compromise
Kicking off the season is the Rain chapter, which introduces a range of waterproof garments designed to tackle variable conditions and routes of any length.
At its core, DRYVENT™ technology, a multi-layer system with a semi-permeable polyurethane coating, blocks out water while promoting internal breathability. The DWR (durable water-repellent) finish and fully taped seams ensure complete protection and long-lasting comfort, even in the wettest conditions.
The star of the line is the Valley View Jacket, a waterproof and breathable DRYVENT™ 3L shell designed for dynamic and versatile use. This technical piece perfectly reflects the spirit of the collection: high-performance, essential, ready to push the limits of traditional hiking. (Approximate price: €300)
Availability
The Hike SS26 collection will be available in three phases:
- Rain: from March 3rd
- Wind: from April 9th
- Sun: from May 5th
Discover the collection on thenorthface.it and in selected stores
