VENTRIX - Launched September 20, 2017
The North Face hired Igor to create a name with a high-tech personality, that works as an ingredient brand, and implies the benefit of their new technology. And of course, it had to be available to trademark worldwide.
Ventrix is a contraction of Vent Matrix. ‘Vent’ was chosen to describe the thousands of dynamic, laser-cut slits that open and close automatically based upon your level of activity. ‘Vent’ as a noun describes the openings, while ‘Vent’ as a verb describes what they do. ‘Matrix’ was chosen as the best way to describe the array of vents, depicted in this video:
"Tackle the challenges of rapid elevation gain and loss with this new, lightly insulated jacket that features our state-of-the-art Ventrix™ ventilation for balanced warmth and breathability. Perforations in key areas are designed to expand and dump heat or contract and retain as you move, so you won't overheat or sweat out."
To celebrate the launch of Ventrix, The North Face partnered with Maggie Rogers on this music video:
Via Feed The Habit, a cutaway image showing the Ventrix insulation:
"The North Face is taking things one step further by introducing Ventrix, which makes their active insulation even more breathable. They do this by cutting vertical slits into the insulation. When sitting still, these slits are essentially closed off, but when active, these slits open up to allow more moisture to escape. The design makes complete sense and should take their active insulation to another level of breathability. Ventrix will be available in the Summit L3 Ventrix Hoodie in fall 2017 which features 80g insulation combined with dynamic venting."
Described as: "A synthetic insulated mid layer that features a dynamic venting insulation layer that activates with movement and works in tandem with highly wind-permeable fabrics."