Peter Valles likes to fly under the radar.The vice president of global creative for The North Face is so reluctant to be in the limelight that his LinkedIn photo shows a picture of a caveman. "Yeah," he said with a chuckle. "It's my way of staying incognito."But while his persona may be relatively anonymous, his work is very much in the spotlight.Since joining The North Face three years ago, Valles has spearheaded a number of buzzworthy collaborations including the Comme des Garçons-backed Junya Watanabe Man and Sacai. And while the brand's uber-popular Supreme partnership predated his arrival, he has built on the ongoing popularity of that initiative.A graduate of the Fashion Institute of Technology with a degree in men's wear design and illustration, Valles started his career at Fila as an outerwear design. He then joined Abercrombie & Fitch before heading to Nike, where he spent a decade, working primarily on the ACG brand. "It was pretty awesome," he said of his time at the Oregon-based active brand.He left to join Spyder as creative director before launching his own agency in Boulder, Colo., where he consulted for brands including Apple, Red Bull, Woolrich and The North Face. It took a while, but eventually The North Face managed to lure him to join the company on a full-time basis.Valles attributes his success to his ability to see brands in a different way. "With a lot of the projects, I had to get intimate with the brand and absorb the DNA, but keep an outside perspective," he said.So while the VF Corp.-owned The North Face has built its reputation on providing technically advanced apparel, footwear and accessories for the outdoor enthusiast for over 40 years, Valles was convinced it could also make a mark in more urban lifestyle products.His first project was with Barneys New York, for which the brand reimagined some of its popular jackets. And last season, Junya Watanabe Man's collection featured the brand's jackets prominently on the runway in a collection centered around protective wear where The North Face jackets were used as a foundation.Other popular collaborations include a capsule from Sacai that was shown at the Japanese designer's recent fall men's show in Paris, and one with Mastermind that will only be available in Japan, he said. Another, with Olivia Kim, Nordstrom's director of creative projects, is in the cards for later this year.Valles said The North Face is approached constantly by brands seeking partnerships, but "the ones we work with need to have similar interests." Each project is evaluated individually to determine its longevity, so some are quick while others are long-lasting. The Supreme partnership has been going on for years, but it remains one of The North Face's most successful. "Every piece sells out in 15 minutes," he said. "It's nuts."It has also attracted a whole new customer to The North Face. But once these shoppers get a taste of the outdoor brand, Valles seeks to retain them with its own urban-skewed collection. "We're building product for the lifestyle consumer," he said.So what else does Valles have up his sleeve? "We'll continue to push the collaboration aspects with people and places in art and fashion design that have a mutual interest. The consumer has accepted us in the urban space and given us permission to compete," he said.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion