Japanese Breakfast Covers Brandi Carlile’s ‘The Story’ in New North Face Campaign Video – Rolling Stone

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Japanese Breakfast’s Michelle Zauner has teamed up with The North Face to launch the model’s new fall marketing campaign, dubbed “It’s Extra Than a Jacket.”

The outside gear firm launched a video to kick off the upcoming line, available in shops and on-line later this month, which incorporates Zauner’s acoustic cowl of Brandi Carlile’s beloved ballad “The Story,” from the songwriter’s 2007 album of the identical title.

“It was a pleasure to tackle the long-lasting ballad, ‘The Story,’” Zauner, who launched the bestselling memoir Crying in H Mart and her critically-acclaimed third LP Jubilee in 2021, says in a press launch.

“I believe the music captures the depths of human tenacity and the spirit of the journey so nicely,” the singer continues. “We wished to maintain our rendition sparse and acoustic. A ravishing string association written by Craig Hendrix and carried out by our violinist, Molly Germer, and Quartet 121 soars in to brush you as much as the mountains.”

You possibly can watch the model’s new marketing campaign spot, above, and listen to Zauner’s glorious recording all through the video. The industrial celebrates all the adventures that occur after you zip up your North Face gear, and ends with the becoming line, “I used to be made for you.”

Purchase The North Face Assortment at Numerous Costs

The North Face’s new fall assortment, out on October 6, would be the model’s “first-ever round assortment,” and contains a vast mixture of sustainably-made attire and equipment for adults and youngsters. In response to the model, the gathering options fleece gear, together with quarter-zip fleece layers, unisex beanies, and, after all, jackets.

The corporate says it used fully recycled polyester supplies to create the brand new items, which, per a launch, “function acutely aware decisions designed to reduce waste, whereas creating merchandise that may be extra simply disassembled and recycled to maintain the adventures going.”

The North Face acquired its rock and roll begin in San Francisco again in 1966, changing into the place to buy climbers who might additionally catch stay exhibits within the North Face retailer by a bit of band referred to as the Grateful Useless on the time. And together with the brand new marketing campaign video, the corporate introduced it’s returning to its Bay Space roots once more for a short stint to rejoice the brand new line with the “It’s Extra Than a Jacket” set up on the San Francisco Museum of Trendy Artwork this week.

Along with upcycled gear from The North Face Renewed, the pop-up expertise will function used The North Face gear and its tales on show from the likes of athletes together with Alex Honnold to icons like RZA. The one-day occasion is a part of the museum’s First Thursdays program, which incorporates free entry on the primary Thursday of every month for native residents.

Purchase The North Face Assortment at Numerous Costs

“The tales, anecdotes, and submissions we’ve collected over the previous yr as a part of It’s Extra Than a Jacket have proven the deep connection and intense sense of nostalgia our neighborhood has for his or her The North Face gear,” says Mike Ferris, vice chairman of world model administration for The North Face, in a press launch. “Bringing a sampling of those tales to life in an experiential means at SFMOMA will permit them to stay on, and hopefully encourage the following technology to make use of our gear for extra unforgettable explorations.”

The most recent North Face assortment drops in shops and on-line beginning on Thursday, Oct. 6, 2022. Japanese Breakfast followers can catch the band on tour all through the autumn, together with upcoming exhibits on the Hollywood Bowl with the Yeah Yeah Yeahs and at Austin Metropolis Limits, which you’ll livestream on Sunday, October free of charge on Hulu.