The North Face have just opened a new pop-up store where they're selling some very special items. You may not think that's too unusual until you discover that the store itself is perched 2100 metres above sea level, right in the heart of the Dolomites.
In Val San Nicolo, high in the Italian Alps, the North Face pop-up is only reachable by foot, along a two hour hike. However, all that effort is not without its reward.
Waiting at the end of the hike is the opportunity to get your hands on some of the most iconic bits of gear worn by some of the most incredible adventurers, explorers, and athletes of our time.
These include jackets and bags actually used by big wall climbing specialist Alex Honnold, Conrad Anker (who, of course, located the body of George Mallory on Mt Everest) mountaineer Simone Moro, multi-discipline climber Caroline Ciavaldini, and snowboarding freeride wizard Xavier de le Rue.
All of the items on sale have been used by the athletes during the pinnacle moments during their career. Now, fully restored by The North Face, they even come with a message from the athlete which will hopefully inspire the new owner to get out their and push themselves towards their very own pinnacle achievement.
Naturally, The North Face know that not everybody is going to be able to get up a mountain in Northern Italy, so they've also made the items available via an auction on the Pinnacle Project website. From there, you can bid on your favourite item, read the athletes' stories, and find out more about the project. The North Face say that all proceeds will go back to the mountains. Nice.
Being a pop-up, the Pinnacle Project store isn't open very long – closing this Sunday (5th August 2018) so you've got to be quick. But fear not. The North Face are spreading the love, and taking the show on the road. Later in the year, they'll have a similar project in Berlin before heading to the UK and setting up shop in Manchester.
Details on these two extra events are a little hazy at the moment, but given the lack of mountains in either the German capital or Manchester, expect a bit of an urban twist on adventures proceedings.