North Face, the Denver clothing company founded in 1966 to supply hardcore mountain climbers, has joined the hardcore transgender marketing trend.

In advance of Pride Month, the company rolled out a video ad featuring a grotesquely styled man in women’s apparel, makeup, and hair — something that was off-brand for the rugged look for which the company was once known.

In the commercial, drag queen ‘Pattie Gonia’ [a reference to competitor Patagonia] tells the viewers, “come out… in nature with us!” and says he is a “real life homosexual.”

He doesn’t look ready for nature.

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