CEO of Liberty Oil Field Services Chris Wright is leading an effort to thank North Face for being a true partner of oil and gas.

PeakNation™ will recall this fight originated with North Face denying an order of branded apparel last year from the oil services firm Innovex solely because the firm was associated with fossil fuels.

The irony, of course, as Innovex CEO Adam Anderson pointed out in a viral letter is the vast majority of North Face’s products are made of petroleum.

Wright took things to another level recently launching a #THANKYOUNORTHFACE campaign that includes billboards near the apparel company’s headquarters in Denver, along with a new website

Wright told Fox Business he is fed up with the company’s woke hypocrisy.

Fossil fuels are needed to make the petrochemicals that are used in the plastics, nylon, climbing ropes and more that North Face sells, Wright says. Oil and gas products fuel the factories that manufacture the goods. And fossil fuels are the backbone for shipping North Face products around the world.


So when North Face apparently shunned the oil and gas industry by reportedly refusing to fulfill the jacket order for Texas-based Innovex, Wright said the move was the height of “crazy hypocrisy.”


“It’s like bees shunning honey,” Wright said.

North Face responded to Wright’s campaign in a press release and argued they are just trying to “protect the integrity” of their band.

Apparently “protecting the integrity” of the North Face brand means concealing what their products are actually made of.

The Colorado Oil and Gas Association honored North Face with an “Extraordinary Customer” award earlier this year.