How VF Brands Are Bringing Inclusivity to Life Through Product and Partnerships
Infusing inclusivity is a fundamental part of our passion for consumers and each of our brands continue to bring that to life in unique ways. Take a look at some examples of how our brands have done this through product development and key partnerships in recent years.
THIS IS A RUNNERS BODY
Altra® is using its platforms to embrace women athletes of all body types and abilities and increase representation of the female road audience.
Recent examples can be seen in the brand’s #ThisIsARunnersBody campaign on Instagram, including highlights like Run Crew ambassador, Tanisha Crichlow, and her quest to finish the six World Majors marathons as an underrepresented, previously overweight female runner. Tanisha recently completed the Boston Marathon (#6 in her quest!) in her Altra Vanish Carbon shoe.
HELPING MORE WOMEN GO FAR AND FEEL GOOD DOING IT
Recent data from Statistica reports that in 2021, plus-size women’s apparel made up 19% of the apparel market. Smartwool® has been invested in becoming a leader in the outdoor arena for size inclusivity. Smartwool recently launched merino base layers in women’s plus sizes that extend up to 4x. After three years of design and development, these new products have been created and marketed with the help of experts like Summer Michaud-Skog, founder of Fat Girls Hiking.
MAKING THE OUTDOORS MORE ACCESSIBLE AND EQUITABLE
The North Face® has been addressing inclusivity with a multitude of initiatives that are central to making the outdoors more accessible and equitable. They introduced their first true plus-size offering in Spring of 2022 followed by a broad offering of technical Snow apparel this past winter, earning recognition as a Top 10 Plus-Size Ski Jacket. The North Face Plus Size collection now includes hoodies, jackets, shorts and more.
The North Face continues to activate representation and inclusivity through product design and collaboration with partners like Native Women Running, Memphis Rox, XPLR Pass Trail Days that include Explore Fund Partners like Black Outside, as well as support for Brave Trails, an organization inspiring LGBTQIA youth outdoors.
INVESTING IN YOUTH TO BUILD A DIVERSE PIPELINE OF TALENT
Timberland®, together with CNSTNT:DVLPMNT, is helping to empower the next generation of Black, Indigenous and People of Color (BIPOC) designers. Founded by Timberland footwear designer, Christopher Dixon, CNSTNT:DVLPMNT challenges BIPOC students to not only think of themselves as consumers, but also as creatives.