The North Face started a three-day pop-up activation on Wednesday, distributing winter coats and accessories in New York City from a truck shaped like a Nuptse.
With a focus on their attention-grabbing yellow garments, the custom truck, resembling a puffer coat, makes daily stops in SoHo, Bushwick, and Fordham Heights in Manhattan, Brooklyn, and the Bronx, respectively.
Jackets are showcased in glass cases, described by Mikey Phelps, an outdoor influencer and designer with over 300,000 Instagram followers, as resembling the “Batman cave.”
Attendees, after touring the display, have the chance to pick color-coded cards from a bag. Those who draw yellow cards receive a jacket, black cards lead to a free choice of accessories, and white cards result in a yellow Nuptse sticker.
The available jackets include the women’s 2000 Retro Nuptse, men’s Build Up, and men’s Gore-Tex Mountain. Accessories feature a Base Camp duffel, Explore Hip Pack, and Wawona Blanket.
Mikey Phelps, decked out in a full-body puffer Himalayan suit, expressed, “[The North Face] has the best coat in the world. The big Nuptse truck, they’ve never seen that before. We’re giving back to the community. Everybody’s winning, everybody’s happy,” to Footwear News.
Other participants include content creator Emma Rogue, designer Raul Lopez, and DJ Levar McDonald in Bushwick on Thursday. FNAA Collaboration of the Year winner Jae Tips and designer JJ Grant will be in The Bronx on Friday.
The Manhattan event began at 10 a.m. today and will continue until 3 p.m. at the intersection of Broadway and Houston Street. Thursday’s event will run from 11 a.m. to 2 p.m. at the intersection of Myrtle Avenue and Knickerbocker Avenue, followed by Friday’s event at the same time at East Fordham Road and East Kingsbridge Road.
READ MORE
Significant Arrests: Disruption of Narcotics Trade Impacting Seattle Neighborhoods’ Safety