Inside The North Face’s Red Box Party in Los Angeles

On January 27 in Los Angeles, The North Face unveiled their Red Box Spring/Summer ’26 collection in the same manner you’d expect a nostalgic legend’s return to unfold—in a rush of recognition, like a logo you’ve had in the back of your mind snapping back into focus, right on time.

 

 

Held at one of the city’s leading art havens, The Hole became less “gallery” and more full throttle fashion set with a style presentation, a lighting installation that shifted the mood as you moved through the space, a bespoke mural portrait studio, and the Red Box collection on display like a centerpiece—staging the collection in a vast world. 

 

 

Red Box, established in the ’90s, is the brand’s shorthand for freedom and experimentation. SS26 keeps that lineage, but sharpens it with a clear, fashion-forward point of view. The brand frames the 25-piece collection as “reborn for our time,” built with technical fabrics and modern silhouettes that nods to the North Face’s legacy while leaving room for personal narrative. And at The Hole unveiling, the collection was contextualized as a marker of culture beyond the label. 

 

 

The Hole held the night like an exhibition you could walk through, with red light washing over the space, portraits getting made in real time, and the collection on display. Then the night turned up its volume. Guests caught a set by DJ Kennedy, followed by a surprise performance from French Police—a move that made for a proper celebration. The crowd was a deliberate mix of culture and sport, spanning The North Face athletes Nathaniel Coleman and Allison West, model Winnie Harlow, actress Ashley Benson, and Tell Me Lies star Grace Van Patten, among others.

 

 

By late night, the room had that particular L.A. charge where everyone looks slightly backlit and transcendently cool. Conversations stitched together and broke apart as people floated from one corner to the next—scanning the room the way you scan a playlist for the next perfect track.

 

The red-lit ambience made strangers feel familiar, turning the whole space into a set without anyone having to perform for it. There was this easy rhythm to it; half social, half observational, where everyone was both in the moment and collecting it.

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The Spring/Summer’ 26 Red Box collection features 25 pieces, priced from $50 to $400, available February 3 through The North Face and select retail locations, including Extra Butter and Bloomingdale’s.