The Rebellious Beginnings of “The North Face”
When The North Face opened its first ski shop in San Francisco in 1966, it didn’t just host a ribbon-cutting ceremony. Instead, Doug Tompkins, the brand’s founder, opted for an opening night that encapsulated the rebellious spirit of the era—featuring a live set by the Grateful Dead and security provided by the Hells Angels. What unfolded that night was a wild convergence of outdoor adventure, countercultural ideals, and underground notoriety.
In 1966, the Grateful Dead had yet to release any recordings but were already cornerstones of the Haight-Ashbury community. Across the street from the band’s house sat the San Francisco Hells Angels chapter, and their relationship quickly evolved from neighbors to friends. Both groups—despite vastly different aesthetics—embodied key aspects of counterculture: rejection of mainstream society, commitment to community, and a love of altered states.
The Grateful Dead didn’t just hang out with the Angels—they relied on them. The Angels provided security during early shows and major gatherings like the Human Be-In in Golden Gate Park, where the Dead performed alongside poets and activists. Angels like Allen “Gut” Terk even dabbled in music management and poster art, further blurring the line between these worlds.
The North Face’s decision to feature the Grateful Dead and welcome the Angels at its opening wasn’t just about throwing a good party—it was a statement. Tompkins’ brand stood for more than just climbing gear; it represented freedom, exploration, and defiance, values that ran parallel to the fledgling anti-establishment movement of the Dead. This event set the tone for The North Face’s early identity, intertwining it with the cultural experiment unfolding in San Francisco at the time.
The first year of The North Face was steeped in the rebellious ethos of 1960s San Francisco. The storefront became more than a shop—it was a hub for countercultural icons. It attracted figures like Allen Ginsberg and other Beats, whose restless search for meaning beyond mainstream American values aligned with Tompkins’ vision.
Some of these Beat ideals must have resonated with Tompkins because just 12 months after The North Face opened its doors, he sold the business and hit the road. He and his friend Yvon Chouinard, the future founder of Patagonia, embarked on a legendary expedition in South America, climbing Cerro Fitz Roy. This journey was more than just another summit for them; it was transformative, shaping both men’s philosophies on business and life.
While Tompkins and Chouinard were in South America, the idyllic camaraderie between the Grateful Dead and the Hells Angels hit a wall at the infamous Altamont Free Concert in 1969. What was intended to be the Woodstock of the West Coast descended into chaos when the Rolling Stones hired the Angels—reportedly on the recommendation of the Dead’s manager—to handle security. The Angels’ security tactics proved disastrous, culminating in the tragic stabbing of Meredith Hunter, a young Black man in the crowd. Sensing trouble, the Dead opted not to perform, but they couldn’t avoid being linked to the catastrophe.
While some accounts blame the Rolling Stones for hiring the Angels, others suggest the Dead’s close ties to the club made them complicit, even if unintentionally. The Altamont disaster became a cultural watershed, souring public perception of the Hells Angels and a tragic punctuation to the Summer of Love.
Despite the fallout from Altamont, the Dead and the Angels maintained their friendship. Jerry Garcia viewed the Angels philosophically, noting that good and evil are intertwined. The Angels embodied a form of brutal honesty that appealed to him. This duality—embracing both light and shadow—reflected the Dead’s approach to life and music, keeping the Angels in their orbit.
The Angels remained a presence at Dead shows, and friendships deepened, especially among crew members like Steve Parish. When Dead keyboardist Ron “Pigpen” McKernan, who was close to many Angels, passed away in 1973, they attended his funeral in full regalia to pay their respects. Decades later, Angels would also attend Garcia’s funeral, riding their Harleys to the service before changing into suits to serve as ushers.
Today, The North Face is a global brand, far removed from its bohemian beginnings. Its opening, however, offers a snapshot of a moment of experimentation and rebellion just before the tide turned. Unfortunately, no shirts were printed for the event—they would have been some of the most iconic of all time.
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