The opening night of the very first The North Face store was one to remember. On 26th October 1966, a humble outdoor goods store on San Francisco’s North Beach was packed with an eclectic crowd of punk climbers, fashionistas, activists, fancy socialites and local beatniks. A few friendly bikers manned the doors while the crowd swayed to an impromptu set from legendary band, the Grateful Dead. The true spirit of The North Face was born that night.

More than 50 years later, in homage to that night, The North Face is proud to push the boundaries of exploration even further by opening its most iconic mountain pop up store ever, set at 2100m in the heart of the Dolomites.

Located in Val San Nicolò, in the Italian Alps, the pop up is reachable only on foot. A 2-hour hike awaits those who want to get their hands on iconic collectors pieces, worn by some of the most impressive explorers of our time, from Alex Honnold and Conrad Anker, to Simone Moro and Caroline Ciavaldini. 8 key collector’s items, bags and jackets, worn by The North Face athletes during their pinnacle moments have been restored and labelled with a personal message from each athlete to inspire the new owner to Never Stop Exploring.

The pop up will be open for 10 days, giving fearless explorers the chance to see and feel the athlete archives before they go to auction, with all proceeds going back to the mountains. The project is a true testament to The North Face roots, built to transform into an everlasting bivouac, enabling exploration for years to come.

The iconic opening kicks off the Pinnacle Project by The North Face: inviting rebellious spirits to unite in exploration, through a unique collection of live experiences combining outdoor, fashion, design and music. The Pinnacle Project will later be accessible in Berlin and Manchester in the fall, for fellow Urban Explorers, with coveted limited-edition collections available.

Bid on athlete archives and hear their stories at, or you can keep up-to-date by following @thenorthface on Facebook and and @thenorthface / @thenorthfaceuk / @thenorthfacede on Instagram #NeverStopExploring.