23/07/2026
As the tide turns, we move with it.
Over the past few weeks, some of you may have noticed a new name quietly appearing on your orders. Today, we're proud to introduce it.
NORTHI.
The North has always been more than a place to us. It's where it all began. It's home. It's the pull of the outdoors, the coastline that clears our minds, the mountains that call us to wander, and the steady sense of direction that guides everything we do.
That's why North remains at the heart of our name.
NORTHI feels like a natural step forward. Aligned with where we're heading, while still rooted in everything that's shaped us. A name that carries our beginnings, as we continue to move ahead.
While the name is changing, everything that truly matters is staying the same.
Our compass remains. Our values and love of the outdoors remains. Every product will continue to be thoughtfully designed with the same purpose and the same feeling behind it.
Over the coming weeks, you'll begin to see NORTHI across our website, packaging, social channels and all of our new collections as they arrive. The transition will happen gradually, and some of you have already received pieces featuring the new name. Wherever you find us, online, in-store or out on your own adventures, we hope NORTHI comes to feel as familiar as True North Life always has.
Thank you for being part of this journey. Whether you've been with us from the beginning or have only recently found us, we're so grateful you're here.
We hope you'll love the name as much as we do.
Here's to the next season 🧡
NORTHI