Your North Face is a your coat, moron.

Could someone please explain to me how the brand name North Face has come to replace the word coat for some people?

I hear adults and my students say things like, “Let me just grab my North Face” or “I forgot my North Face on the playground.”

Do these people also refer to their refrigerators as their Whirlpool and their underwear as their Fruit of the Loom?

“You’re North Face?” I always ask. “Do you mean your coat?”

I hardly think that North Face has achieved the level of market dominance necessary to allow it to replace the word coat like the brand name Xerox once stood in place of the word photocopy.

I suspect brand snobbery at work here, and I don’t like it.