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News May 9, 2022

Barkaa, B Wise and Yo! Mafia Front Campaign for North Face

Senior Journalist, B2B
Barkaa, B Wise and Yo! Mafia Front Campaign for North Face

Barkaa, B Wise (pictured above) and Yo! Mafia have been recruited by outdoor clothing brand The North Face for its autumn/ winter campaign.

The campaign will centre around the Nuptse jacket, which has already been sold over 88,000 times across Australia and New Zealand.

Malyangapa Barkindji rapper Barkaa said the Nuptse jacket represents a sense of community, coming together and hip hop.

“As a First Nations female rapper, I feel like The North Face Nuptse jacket is relatable to me, seeing as we hold our communities close, and at the same time paying homage to hip hop that releases to us as Black First Nations people in a colony we now call so-called ‘Australia’,” Barkaa said.

The campaign is titled ‘It’s More Than A Jacket’, and the artists’ content will reveal what the jacket says about them. They will take audiences back to a place or an adventure where their North Face apparel was ‘more than just a jacket’.

The North Face will also call on consumers to submit their stories and images of their own well-loved products to potentially be included in The North Face’s crowd-sourced archive.

Mike Ferris, vice president of global brand at The North Face, said the campaign tapped into the brand’s DNA.

“For more than 55 years, The North Face has enabled exploration and helped people strive for greatness by providing the best gear to get them there,” Ferris said.

“Our customers, the feats they have achieved, and the memories they have created are such a big part of our brand’s rich DNA.”

The Barkaa and Yo! Mafia content will go live in the coming weeks.

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A post shared by B WISE (@ugottabwise)


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