The North Face has trolled President Donald Trump in a tweet taking aim at his plans to build a wall along the US-Mexican border. As part of the brand’s ongoing “Walls Are Meant for Climbing” campaign, The North Face announced its plans to build free public climbing walls in Atlanta, Brooklyn, Chicago, and Denver “as places to unite us.”
The tweet was accompanied by a video featuring inspiring quotes about overcoming walls from Maya Angelou, Monserrat Matehuala, Conrad Anker, and Trump himself.
“Never ever give up… If there is a concrete wall in front of you, go through it, go over it, go around it. But get to the other side of that wall,” Trump said in a college commencement speech in 2004.
The United States is 25 days into a partial government shutdown, the longest in history, as the president fights for funding to build the border wall in the face of opposition from House and Senate Democrats.
This isn’t the first time The North Face has got political. Most recently, the company has been involved in the fight to protect America’s national parks. Last week, the company urged people to donate to the National Park Foundation to help protect the parks during the shutdown.
And back in December 2017, The North Face donated $100,000 to fund an education center at the Bears Ears National Monument after the site lost protections when President Trump ordered the protected site’s size reduced by 85 percent.
“We’ve been running the Walls are Meant for Climbing campaign for two years now, as a way to shift the conversation around walls and build community around Global Climbing Day.” The North Face’s Global Vice President of Marketing, Tom Herbst’ said in a statement.
“For over 50 years, we’ve seen walls as an opportunity to unite people through climbing – a sport that requires trust and partnership. We want to remind people that there is power in coming together and overcoming obstacles by working towards the greater good.”
In other style news, Virgil Abloh’s new jewelry line is inspired by the humble paper clip.