As The North Face battles Patagonia in outdoors market, it bets tackling climate change will pay off

The North Face is associated with the great outdoors, but historically was not as transparent or vocal about environmental activism as its closest competitor Patagonia. That's changing.

Sheep on a Modoc County, California ranch that supplies climate beneficial wool to The North Face. The ranch's efforts offset about 800 passenger vehicle emissions per year, according to nonprofit Fibershed.The sheep grazing lazily on a ranch in the northeastern-most corner of California probably don't know it, but they're endorsed by The North Face for their role in mitigating climate change.

Today Patagonia, a B Corp. that for more than 30 years has donated 1% of its annual sales to grassroots environmental groups, is winning. It holds the No. 1 spot in the $12 billion outdoor apparel market, according to NPD. The North Face, with its history of marketing more toward technical textile-minded athletes and global ubiquity, is No 2.

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