A new North Face store opened on Tuesday in Sherman Plaza just in time for the arrival of all the freshmen desperate enough to buy overpriced winter wear just to fit in.

After all, the North Face jacket is the Northwestern uniform, according to manager Ross Cavanagh. It’s no joking matter that you will be the lamest kid on campus if you don’t own one, preferably in that horrific red-orange color. So splurge away, little one, for here is the only time that money will be able to make up for your complete lack of personality.