For the fourth time in its history, The North Face has notified customers that their account may have been compromised. This time, the company laid blame on a credential stuffing attack.

The North Face is best known for its line of outdoor clothing, footwear, and related equipment. With an annual revenue of over $3 billion, companies like The North Face are on the radar of cybercriminals.

The notice from The North Face says:

“On April 23, 2025, we discovered unusual activity involving our website, thenorthface.com (“Website”), which we investigated immediately. Following a careful and prompt investigation, we concluded that an attacker had launched a small-scale credential stuffing attack against our Website on April 23, 2025.”

Credential stuffing is the automated injection of stolen username and password pairs in to website login forms, in order to fraudulently gain access to user accounts. Many users reuse the same password and username/email, so if those credentials are stolen from one site, for example in a data breach or phishing attack, attackers can use the same credentials to compromise accounts on other services.

With these credentials, the attackers may have found additional information like:

• Purchases made on the website
• Shipping address(es)
• Preferences
• Email address(es)
• First and last name
• Date of birth (if the user saved it to their account)
• Telephone number (if the user saved it to their account)

The North Face also said that no payment card data was compromised, as the company does not keep a copy of that information on the website. But the kind of data that was compromised still enriches a cybercriminal’s data set and helps them in performing more targeted and effective attacks.

The North Face also said:

“Please know that protecting your personal information is something that we take very seriously.”

One would think that after four credential stuffing attacks, The North Face would at least introduce the option to use multi-factor-authentication (MFA) on their website, but there’s no sign of that, let alone the enforcement of MFA. Maybe that’s because the credential stuffing attacks were dwarfed by the December 2023 ransomware attack that was later confirmed to have impacted 35 million customers.

Instead, The North Face stated that it quickly disabled passwords to halt the attack, and all users will need to create a new and unique password on the website if they have not already done so.

The emphasis on unique was done by me, because credential stuffing attacks are only successful because we have so many passwords that it’s no wonder we re-use them. Alternatively, people can look at password managers which can create and memorize complex passwords for you. But to me, it proves once again that it’s time to leave the era of passwords behind us.

The North Face is joining a long line of high-end targets that were recently attacked, including Adidas, Dior, Tiffany, Cartier, Victoria’s Secret, and Marks & Spencer.

Protecting yourself after a data breach

There are some actions you can take if you are, or suspect you may have been, the victim of a data breach.

• Check the vendor’s advice. Every breach is different, so check with the vendor to find out what’s happened and follow any specific advice they offer.
• Change your password. You can make a stolen password useless to thieves by changing it. Choose a strong password that you don’t use for anything else. Better yet, let a password manager choose one for you.
• Enable two-factor authentication (2FA). If you can, use a FIDO2-compliant hardware key, laptop or phone as your second factor. Some forms of two-factor authentication (2FA) can be phished just as easily as a password. 2FA that relies on a FIDO2 device can’t be phished.
• Watch out for fake vendors. The thieves may contact you posing as the vendor. Check the vendor website to see if they are contacting victims and verify the identity of anyone who contacts you using a different communication channel.
• Take your time. Phishing attacks often impersonate people or brands you know, and use themes that require urgent attention, such as missed deliveries, account suspensions, and security alerts.
• Consider not storing your card details. It’s definitely more convenient to get sites to remember your card details for you, but we highly recommend not storing that information on websites.
• Set up identity monitoring. Identity monitoring alerts you if your personal information is found being traded illegally online, and helps you recover after.

Check your exposure

The Identity Theft Resource Center’s regularly published statistics show that it’s likely you’ve had other personal information exposed online in previous data breaches. You can check what personal information of yours has been exposed with our Digital Footprint portal. Just enter your email address (it’s best to submit the one you most frequently use) to our free Digital Footprint scan, and we’ll give you a report.

We don’t just report on threats – we help safeguard your entire digital identity

Cybersecurity risks should never spread beyond a headline. Protect your—and your family’s—personal information by using identity protection.