Life at VF
Oct 10, 2018

Q&A with Tim Sedo, Global Brand Director, The North Face

What happens when the worlds of history and fashion collide? Just ask Tim Sedo, Global Brand Director, Urban Exploration and Mountain Lifestyle for The North Face®.

Education: Tim attended the University of Victoria for
his undergraduate degree and completed his PhD in 
Chinese History at the University of British Columbia.
Life Outside of VF: Tim and his wife Debbie host, film
and produce a popular YouTube cooking show called 
Wok & Gong.

In 2014, he resigned from his job as a history professor at a university in Montreal, Canada, and moved to Hong Kong to pursue an opportunity at The North Face. Most recently, Sedo relocated to San Francisco, California, to continue growing the lifestyle segment of the brand in the United States and beyond.

Sedo has successfully merged his personal interest in streetwear with his professional background. Read how Sedo made the transition.

Q. Have you found similarities between history and fashion? 
Yes, in both fields, there’s an element of science. You have assumptions, conduct research, ask questions and get answers. You do that repetitively. In the end, you craft a compelling narrative with your audience in mind – and that’s your hook. 

Q. How has your role evolved at The North Face?
My first role as APAC Marketing Manager focused on growing The North Face brand’s business in Greater China and across the Asia Pacific region. In early 2017, my role shifted to focus exclusively on developing the urban exploration segment of the business. We recognized the opportunity to provide people with stylish products suited for the urban outdoor life, not just for the mountains. By overseeing brand management, design, merchandising and marketing, we opened the first dedicated urban store in Asia in 2016. Following the success of that store, we opened 20 more.

Q. What’s your vision for The North Face?
We are newer to the urban lifestyle segment, and our team is already doing awesome work. I hope we can drive the business to a higher level with an end-result that’s focused on both product and purpose. With those two things, we can go to market with something new and fresh that’s right for the brand and also transforms the industry.

Q. What do you attribute to your success?
It has everything to do with mentors who have helped me throughout my career at VF. I’m thankful to be surrounded by such dedicated people who trust my abilities and champion my growth. I love this company and can’t wait to see how it continues to evolve.

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