If you’re out in the elements, the goal is to stay warm and dry. North Face, undoubtedly, the most popular outerwear company on the plane, recently introduced the revolutionary Futurelight material. This breathable, waterproof fabric is considered the “Holy Grail” of protection. The one of a kind material is designed to keep wearers warm and dry while not interfering with the body’s ability to regulate temperature. The evaporation of sweat off the skin is what helps the body cool off. Unlike most outerwear, Futurelight is breathable and allows air to circulate so the body stays dry and cool.
According to North Face VP of Global Marketing Steve Lesnard, there is a huge push behind the “nanospinning” process that creates Futurlight. “Everything is going well ahead of expectations. The future is looking bright and we are excited about turning the entire outerwear industry on its head,” says Lesnard. North Face is also working on environmental advertising. Lesnard says the company’s focus will be at a global level which gives them more a platform to tell North Face’s story.
In an interview with “Drum,” Lesnard stressed that all companies must have a clear point of view and a means to keep their product sustainable. In addition, the environmental approach only boosts the company’s marketing credentials. North Face VP of Marketing Steve Lesnard has helped the company achieve holdings of $5.3 billion. He has led a number of highly-successful marketing campaigns and billion-dollar marketing business models for women. He currently makes his home in Denver with his wife and three children.