Supercilious North Face Gets Its Classic 'Woke' Comeuppance

Supercilious North Face Gets Its Classic 'Woke' Comeuppance
AP Photo/The North Face

It’s fashionable to slam fossil fuels these days. But the oil and gas industry just had a last laugh of sorts.

At the end of 2020, the CEO of the Texas-based oil services company Innovex Downhole Solutions wanted to buy his employees a Christmas present. So he tried to buy 400 jackets with the Innovex logo from outdoor apparel maker North Face.

North Face refused the order, saying selling jackets to Innovex was “not consistent with its brand standards” because Innovex is an oil and gas company.

 

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