Youn Outdoor's outdoor brand The North Face has appointed the mixed group All Day Project as the new face of its lifestyle collection, White Label.
On September 28, Youn Outdoor announced that All Day Project has been selected as the new ambassador for The North Face White Label and unveiled the fall and winter season lookbook for 2026.
All Day Project consists of five members: Annie, Tarzan, Bailey, Woochan, and Youngseo.
The new lookbook is themed "Limitless, Movement Beyond Boundaries." The members are seen wearing the signature product of White Label, the Project Down Jacket, along with the new lightweight down product, the Calyx Light Down Jacket.
The Project Down Jacket combines outdoor functionality with a design suitable for everyday use. According to the company, some popular colors sold for nearly double their retail price on resale platforms last winter.
Currently, the Project Down Jacket is classified as a popular item in the White Label collection on The North Face's official online store.
Recently, the brand has also expanded its reach to foreign tourists. It operates exclusive White Label stores in popular areas for foreigners, such as Seongsu and Myeongdong, emphasizing that these products can only be purchased in Korea.
In Seongsu, the first flagship store for White Label opened in November of last year. The North Face has also been engaging in K-content marketing aimed at younger audiences, such as supporting the Mnet dance program "Street World Fighter: Director's War" with White Label last month.
Sung Ga-eun, CEO of Youn Outdoor, stated, "The All Day Project's journey of continuous challenges across music, fashion, and various genres resonates deeply with The North Face's brand slogan, 'Endless Exploration,' which is why they were selected as our new ambassadors."
* This article has been translated by AI.
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