To highlight the company's continuous failure to eliminate hazardous chemicals like PFCs (poly- and per-fluorinated compounds) from their weatherproof products, GP Italy conduct an action at The North Face store in Milan.

PFCs are hazardous and persistent chemicals, dangerous to human health and the environment, and they have been found in the products of leading outdoor brands including The North Face. These brands keep using PFCs to make their gear waterproof despite their claims of sustainability and love for nature.