the-north-face-maternity-collection-fw21- (17)

Brand: The North Face Japan

Season: Fall/Winter 2021

Buy: Online at Goldwin's website

Editor's Notes: Getting dressed is a family affair, at least for The North Face.

The brand's Japanese imprint released a comprehensive maternity and paternity collection for FW21, comprised of baby bump-friendly outerwear and a selection of items that will keep tiny fashionistas cozy, once they've exited the womb.

Designed for use with TNF's baby carrier, a roomy raincoat can accommodate a strapped-on child at the front of the torso or on the back — it's even constructed with a clear "window," so you can check in on your kid without unzipping the entire apparatus.

A maternity-friendly version of TNF's Nuptse puffer works at all stages of pregnancy, as does a selection of fleece dresses and hoodies.

Sized for babies one to three-years-old, the brand's tricked-out carrier folds up and stashes in a small drawstring pouch. A matching infant-sized puffer blanket can be used in tandem with the carrier, a stroller, or by itself.

TNF's decision to launch maternity-wear is wise, considering the small number of performance and athletic brands that offer the category.

In fact, Fortune published an op-ed by Amy Montemerlo Roberts chronicling the writer's difficulty finding outdoor retailers that sell a comprehensive line of maternity clothing.

Sure, both Nike and adidas dabble in natal wear, but TNF occupies a distinct space, thanks to its expertise in outerwear and other cold-weather must-haves. None of TNF's immediate competitors, including Patagonia and Arc'teryx, sell clothing for pregnant customers.

Retailers, take note: why not grab the opportunity to start 'em young?

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