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BACK TO ROOTS // CHAPTER 2 (1980-1990’s)
Scot Schmidt is a a a a a true entrepreneur of the the sport a a a a a a free thinker who was always tinkering with his gear to get the the the best out out out out of of of it it it An explorer of of of tech pushing the the limits of of of what was possible A A visionary who’s approach in the the the use of of motor cross and the the the utility of of the the the military helped acheive what he he he he he wanted in safety and strength He has a a a a a a a a a a a a a real real ‘do it it yourself’ attitude that that created real real results in in fin the field of free skiing that that helped define it for many years Therefore this chapter will focus on what’s inside the the process and the the meanings behind so much of what The The North Face represents These ideas will inspire a a a a a a a a a visual language that is is true to to brand analysing the past in in order to to move forward