For The North Face, Futurelight represents a major investment. This collection offers clothing made with the technology of nano spinning, in order to create, thanks to holes of one nanometer in the fabric, breathable and waterproof products. An internal development for the American group which benefited from a global launch supported by millions of euros in marketing investments. Until the quack of January 2021.
The brand belonging to the VF Corporation group (Vans, Timberland, Supreme …) was sued by the famous street artist Futura before the central district court of California. The cause: the designer accuses the brand of having violated copyright law, in a lawsuit filed last January.
Futura claims that the outdoor activities brand has taken over the graphic design of its atom that has appeared in its artwork for years to promote Futurelight. The two protagonists have worked together in the past, but Futura claims to have never given permission to use his atom motif. Also, there are some obvious similarities between his own artist name and the Futurelight brand.
While The North Face and its parent company filed a motion in April to dismiss the complaint, Futura has since taken its fight to the public in an open letter on Instagram, which caused the company to react. Despite the lawsuit and the new deal, The North Face continues to deny the infringement allegations.
“Our Futurelight apparel technology was launched on October 1, 2019, and its logo was designed and drawn by our in-house creative team to represent the technology used to make Futurelight products. The logo was also inspired by the shape of the tent geodesic dome, which has been an icon of The North Face brand for nearly 50 years. Any resemblance to the design of Futura’s signature atomic element was entirely coincidental and was not part of the inspiration of our design team internal, “the company wrote in a statement.
“While The North Face believes there was no violation, we are committed to supporting artists and their communities. As a sign of that commitment and in a sincere gesture of goodwill and out of deep respect for Futura and his work, we’re going to start to gradually do away with and stop using this design from Futurelight. “
The management of The North Face had highlighted a link between the increase in its sales in 2019 and the launch of its Futurelight proposal.
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