The North Face brand still epitomizes the quality, durability and aesthetic that an outdoor gear should be.  Last year, they celebrated their 40th milestone.  It only goes to show that they have become the authority on the said niche.  Their new releases this year only proves to show that North Face is still ahead.  The North Face Plaid Gore-Tex jacket they released features a full gore-tex exterior.  This  means that it is fully waterproof and moisture permeable.  It also uses top of the line cotton will ensure a great insulation.  The reason North Face is probably ahead of its competition is because despite being a 40 year old company, they deliver quality, innovation and style to their products.  Now that’s a product that markets itself.