{"title":"The North Face","description":"\u003cp\u003eNamed for the most challenging side of the mountain, The North Face has equipped explorers since 1966 to reach their dreams. Driven by the mantra of Never Stop Exploring™, our expeditions inspire us to test the outer limits of performance and possibility. In 1966, a young climber named Doug Tompkins used his savings to start a revolution. A humble shop in San Francisco soon became a cultural trading post where the Grateful Dead played live, the Beat Generation shared new ideas and a who’s who of American climbers stopped in after traversing Yosemite. Developed as a practical solution for bulky gear, the Ruthsack was one of the first internal frame packs ever created. Lightweight and ultra-functional, the pack revolutionized hiking by making it accessible to all. “Backpacking,” as we know it, was born. Since day one, we’ve done business differently. From repurposing surplus Vietnam-era materials, to advocating for wilderness preservation, our choices are aimed at protecting the places that we love. This commitment drives us forward.\u003c\/p\u003e","products":[],"url":"https:\/\/shopcanoeclub.sbs\/collections\/the-north-face.oembed","provider":"Canoe Club","version":"1.0","type":"link"}