North x North Improves Upon One of the Oldest Apparel Accessories in Human History; Retains Formidable Media as Agency of Record


A micro-brand focused on elevating outdoor experiences at the most basic level, North x North is taking on some industry giants while at the same time providing a product that many have never experienced.

Boulder, Colo. (For Immediate Release): Back in July 2016, a completely unknown startup launched a  successful $30K Kickstarter campaign and brought widespread awareness to some important issues that many in the outdoor industry take for granted. Now, Formidable Media is announcing a new growth phase and a full-service partnership with North x North. 

Company founder Chad North has  been working in the outdoor industry as a marketer, product, and apparel designer since 2012. An avid backpacker, motorcyclist and outdoorsman, like all great entrepreneurs, he set out to solve a problem, in this case to “build a better buff”. Realizing that the kerchief, worn by millions globally, was one of the oldest apparel accessories known to man, he decided to not reinvent the wheel, but to improve upon it by making it out of premium merino wool: a first. North x North is now the only brand producing a 100% merino wool kerchief.

Humans have been wearing kerchiefs for thousands of years. Combined with the insulating, regulating and regenerative powers of merino wool, North x North has quietly reinvented one of the most practical and purposeful apparel accessories in the world. 

“For me, it’s always been that people are not staying warm enough, cool enough, or are carrying too much gear to do so when they’re outside,” said North x North founder and inventor, Chad North. “Our Merino Kerchief helps solve this problem.” 

The ultimate in versatility and comfort, the flagship North x North Merino Wool Kerchief can be worn or used in over 100 ways by men and women everywhere. The Kerchief ($75) is a 42-by-42 inch square of superfine Australian merino wool that can be worn or used in town, on the trail, in camp, along the open road, and in every season and climate. Popular uses include applications as headwear, neckwear, apparel, bag or carrier, first aid, cordage, insulation in the heat or cold, protection from sun, wind, insects, and fire. The full-sized kerchief is extremely popular with hikers, travelers, and outdoor adventurers in the U.S. and globally.

All North x North products are crafted from certified muesling-free Australian Merino wool. Products are also sustainably dyed using 40% less water than conventional fabric dyeing. Merino wool has proven itself as one of the best performing renewable fabrics of all time, and its 18.5-micron superfine fiber means it is not scratchy against the skin. 

North x North works closely with a second-generation, family-owned sewing factory in the U.S. to cut and sew each product that has done nothing but that for more than 25 years; and so the purchase of NxN products helps support American manufacturing jobs at the ground level.

Additional products in the line include a 25-by-25 inch Merino Wool Handkerchief ($35) and a Merino Wool Hooded Neck Gaiter ($30). All three products are also available in a double-weight version. 

The brand will be announcing its Carbon Neutral status later this spring. Free returns and a lifetime guarantee are included with each product.

About North X North

Launched on Kickstarter in 2016, North x North (NxN) specializes in multifunctional merino wool apparel. By pairing timeless designs with modern day merino, our apparel helps keep wearers comfortable regardless of the climate or weather. With over a 100 different ways to use or wear, from in town to on the trail, we keep comfort light and right on hand. Each of our products are made from 100% premium, ethically-sourced Australian merino wool and masterfully sewn in our home state of Pennsylvania.

About Formidable Media

Formidable is a new media agency based in Boulder, Colorado, born from two outdoor industry veterans helping a select group of clients achieve new heights in consumer reach, earned media exposure, trade show impact, event execution, social media strategy, content marketing, and creative services. With nearly 50 years of combined experience in public relations, print and digital media, and outdoor industry brand building, Formidable brings the best of both sides of the communications world together in a new agency concept laser focused on elevating great brands in every way. www.formidable-media.com