After reporting better than expected results in its first quarter this week, global apparel giant VF Corporation — parent company of 20 outdoor, active and work brands, including The North Face, Timberland, Vans, Eagle Creek, Icebreaker, Dickies and more — announced that it will put a $20 million marketing push behind The North Face’s FutureLight™ material, launching this fall. FutureLight, which won the Top Emerging Tech Award at CES 2019 in January, is what The North Face is calling the most advanced breathable-waterproof outerwear material available, set to revolutionize the future of technical fabrics.

"Right now, the expectation from a waterproof product is something loud, crunchy, muggy and unpackable. With FutureLight, we can theoretically use the technology to make anything breathable, waterproof and for the first time, comfortable," Scott Mellin, Global General Manager of Mountain Sports at The North Face, said at the launch in January. "Imagine a waterproof t-shirt, sweater or even denim that you actually want to wear. Today, we start with jackets, tents and gloves, but the possibilities could be endless." Read More