Distributor of Ideas

The Inertia

We know you usually can’t watch a love letter. Ya gotta read one. But in this case, North Face put together some eye candy with an ode to one of our favorite seasons. It isn’t new. The NF team produced this piece in 2018 put it’s as poignant today as ever, what with the hottest summer on record in the West that most of us just endured. We endured because we knew what was coming. Powder days. Park laps. Apres sessions with good friends. Sweat-soaked undergarments and a fire to dry them out. All after an insane day on the hill. It’s coming friends.


Only the best. We promise.


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