Trixie Garcia with The North Face product team.
What a long, strange trip it’s been since 1966. That’s the year we were founded by two outdoor enthusiasts in North Beach, San Francisco. Some might say they were 'dirtbag climbers' but whatever you want to call them, they knew how to throw a party. Jerry Garcia, Bob Weir and the Grateful Dead™ jammed at the first store opening and the Hells Angels provided security.
Fifty years later at our anniversary bash, we reminisced with Jerry’s daughter, Trixie Garcia about our counter-culture legacy. “The outdoor lifestyle and exploration that it entailed were not that dissimilar to how the Grateful Dead approached music. As a result of that exploration, The North Face and the Grateful Dead both grew to find success through a willingness to take risks and think outside the box,” said Trixie.
In honor of our long history together, we decided to collaborate on a sixties-inspired collection and pledge a donation to the Rex Foundation, a nonprofit founded by the Grateful Dead in 1984. We're happy to support a foundation that shares our values of securing a healthy environment, building strong communities, and educating children and adults everywhere.
Not only was our Cali Roots Collection created here, it was also constructed in California. Stay connected to the adventurous spirit of our founders in gear that reflects an unforgettable part of our heritage.