Hamilton, who has most recently been consulting for outdoor brands, established his own men’s sportswear label in 2006 which was sold through high-end department stores. He will oversee TNF’s creative direction in all categories and report directly to Arne Arens. His influence is likely to take the brand in a more fashion-forward direction, perhaps with more emphasis on streetwear, which is the end use of most North Face apparel in any case. Before going out on his own, he worked for Polo Ralph Lauren, Gap and J. Crew, and has won several prestigious design awards.

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