Here's a little rock-climbing trivia: Whoever climbs a new route first gets to name it.
Here's another: Across the U.S. and Canada, you’ll find climbing routes called Panty Wall, Tits Up for the Lads, and Pocket Pussy. No prizes for guessing, these names were obviously given by men.
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So, The North Face set out to make the outdoors a feel less like a boys' club and more like a space where everyone feels safe, seen and strong. By Changing The Face Of It.
(This idea was created as a student submission for The One Show Awards 2020.)