How Arc'teryx Became A Streetwear Brand

Arc’teryx has managed to secure a loyal customer base of avid mountain climbers, snowboarding enthusiasts, and… TikTokers? Somewhere along the way Arc’teryx found a surprising new demographic and we’re wondering: how long until they start designing for the mall instead of the mountains?

Subscribe to Future Proof!

Stay updated on our socials

For further reading, check out the sources for this video here:

Script: Holly Conklin
Editor: Kirsten Stanley
Animator: Zachary Kastrukoff
Project Manager: Lurana McClure Rodríguez
Host: Levi Hildebrand

Want to work with Future Proof? Get in touch:

[FutureProofTV]

EDIT: We were made aware we introduce the Veilance line as a new venture into streetwear for the company, even though it was launched in 2009. What we should have highlighted instead was their System_A line which launched in 2021. They've also participated in collaborations with Palace, Jil Sander, Hotel Radio Paris, and more. So, what do you think - is Arc'teryx likely to change their branding to suit Gen Z trends or will they stay true to their roots in the long run?

Read more about their System_A line here:

[UnlimitedEmeralds]

2 years ago I found one of their jackets at the thrift for 8 bucks. I had no idea that this was an expensive brand and I just passed it by. God I wish I bought it.

[marysmith]

As a longtime Arcteryx customer I have been VERY concerned about their direction recently. If they want to launch a super expensive trendy fashion line for rappers (I was wondering who the A-line appealed to!) have at it - as long as they continue to focus on and continue to service their core customers. I am concerned that a number of pieces I have bought this year have been “revised” and the fit become more generic to accommodate less athletic builds. Arcteryx is pricey, but I have been willing to pay the price to get the excellent cut and fit, functional materials and excellent workmanship. My most recent purchase, a pair of Rho AR bottoms, was a second pair for this winter. I really liked the fit of the first pair so ordered a second in another colour. When the second pair came they had completely revised the cut and fit without any warning. The new ones were baggy, the waist was huge and gaped during movement, and the excellently fitted legs were replaced by baggy legs with knee darts. No doubt they will accommodate a larger, less toned frame, but for me they were not worth the hefty price tag. Arcteryx is losing their focus and I no longer feel that I can buy online as the fit is constantly changing to accommodate the non-athlete. I am already looking for an alternative having abandoned both North Face and Pategonia for similar reasons. They have enjoyed a very loyal client base in a growing notch market. The reason that the command the high price is because of the core mission of the company. If they are now abandoning their mission to chase dollars, it will backfire as they will lose their core customer base and will need to compete with many other companies on a price basis. Very very concerned. I have many of their core pieces in multiple colours and would buy more, Arcteryx - please don’t fix what isn’t broken!! Change for change sake is not necessary, your reputation is being downgraded with every “revision” in the direction of mass market sports apparel.

[Corn]

It would be cool to see a video on the comparison of clothing from outdoor coop stores like MEC and REI to the outdoor brands that they also sell.

[jeremielessard]

I 100% agree with what you say. As a retail associate in a sport store, I cannot believe how many costumers want Arc’Teryx clothing. They don’t do trekking or alpine sport, neither climbing or very technical sports. They just want Arc’Teryx because they think it’s the best. It becomes a luxury item that they can show off when strolling at the mall or watch their kids play soccer when it rains. However, there are many outdoor clothing brands that make high quality products, with the same technologies (Gore Tex, sealed zippers, etc.) for a fraction of the price! Just to name a few: Mammut, Outdoor Research, Mountain Harwear, Helly Hansen (especially the Pro line).

In summary, people need to stop focusing on branding and really look into what the product they are buying is consisted of and especially, select a product that fits their needs!

[KEE_Wii]

I think this trend just makes sense. People want high quality clothing that will last rather than cheap garbage. Why buy a 15 dollar shirt that will rip in a week when there is a 50 dollar shirt that is made to last in extreme conditions. They took what Patagonia did and have slapped an even higher price tag on it. Also sometimes not trying to be popular is the exact reason people seek things out. Great video!

[cristiantotan]

As a North Vancouver local, I wouldn't say Arc'teryx is a streetwear brand yet but it definitely looks like it is heading that way. The majority of people you see in Vancouver are all wearing Arc'teryx for their daily rain coats. In the outdoor industry here Arc'teryx is still the go to for GORETEX and probably the most popular brand for outdoor gear in Canada.

[mukq]

The fact that my father is now considered a hypebeast amazes me

[TimSnowPhoto]

99% of my wardrobe is Patagonia and of that I’d say 90% has been bought second-hand…I love keeping clothing out of the landfills all the while wearing gear that lasts and was produced ethically…and I’ll admit that I can’t afford new Patagonia gear all the time. That said one positive of brands like Patagonia and Arc’teryx kinda in fashion is that it’s soooo easy to find amazing deals on second-hand gear that is in like-new condition and will be thrashed while trail running anyways! Keep up the great work, looking forward to watching the channel grow!

[karigrandii]

Everything in streetwear comes from underground sub-cultures. Arcteryx was popular in subcultures like graffiti. But most impactful was just the rise of gorpwear and techwear that has become mainstream in recent years or is becoming.

[tempest]

I remember seeing this brand at REI, and I really liked the jacket I saw at the time, but at $600.00 or so the price was insane. A few years later I found an example of one of them on E-Bay for a LOT less, and I bought it. I've had it over ten years and it's been an awesome jacket, even though 99% I just use it as regular street wear. It's comfortable to wear in everything from below freezing to the low 60s, making it very versatile. All these years later it starting to fall apart, but fortunately Arc'teryx says they'll take a look at trying to repair it.

As far as this brand going mainstream, I can't say that's a bad thing at this point. Most of the stuff that becomes popular does so because it's loud, gaudy, and just plain tacky. So if a bunch of rappers want to look LESS ridiculous, that's a good thing.

[lucun_]

It makes sense. I bought an Arc'teryx Atom AR about 10 years ago... about equivalent to their heavyweight Atoms today. Always wore it as my go to default streetwear winter clothes. Sleek modern look, lightweight, and very effective against the cold. I can only think of 3 days since I've owned it wishing I had something heavier on top. Otherwise, it was excellent for a very wide range of cold temperatures. I did eventually end up going snowboarding and skiing with them.

Back then, a lot of people I knew commented how way too light it was as a cold winter jacket, but they were always amazed after trying it. It was only a matter of time until everyone saw how effective their stuff were for everyday use.

[BertRavelli]

Being in the outdoor equipment industry since 1978, both professionally and as a consumer, I love your videos on the major brands, the materials being used and their impact on the environment and mother earth.

I would love to see you produce a video (or two) on how the outdoor industry has changed world wide since the 1960's, driven by economies of scale, changed consumer preferences and changing ownerships. Many times from passion driven to money driven.. And than put the current brands and innovative developments in that perspective... 

When I started to work in my free time in an outdoor shop in the Netherlands, next to my studies, basically everybody in the industry (be it the owner/creator of a brand, a shop, or sales staff in the shop floor) was a die hard enthusiast, actively involved in one or more sports themselves.

Only a few family driven brands have survived since, and are niche players now. Be it that they are very important niche players for the serious outdoors person who ventures into the most difficult environments and conditions.

Many brands are now  driven by investors with only passion for the financials. The development of the ultra light market niche has produced a bunch of new startups, both in North America and Europe (even in the Oekraine!). The materials they use will create another impact on the environment, yet to be investigated.

It's a broad I know. But if we want new generations to venture into the great outdoors to 'educate' them on the preservation of nature and the truly wild outdoors (like Fjallraven is stimulating with their 'Classics"), it is a very important one. A story yet to be written.

[jakedasnake]

i work at arc as a basic retail worker, it’s genuinely the best company i’ve worked for and is super good to their workers. If you have the money, arc makes the best quality and most durable stuff on the market. their cerium jacket is the warmest and lightest puffer i’ve ever felt. the atom jacket is the perfect spring/active wear light jacket. The beta/ beta lt is the perfect shell for your average person. But I think the people who go out of their way to get the most expensive jacket like the alpha sv just because of the price when they will never use it for its intended purpose (ice climbing) are a bit ridiculous.

[Wizzgigging]

I've been using Arcteryx for the better part of 10 years for out door back packing and extreme weather hiking and photogaphy. In the last 4 years I've noticed it has become an every day brand. Good for Arcteryx as long as they don't lose their original mission statement.

[mellifluousfable]

Same thing happened with a good few other brands over here. A lot of the brands became fashionable with kids, some lost their reputation as a result like Burberry, Canada Goose etc. im terms of outdoor gear, North Face is one that became more leisure wear rather than specifically technical wear.

[funNactive]

I changed to Arc'teryx years ago before it was popular (for outdoor activities). Switched from The North Face when they became a fashion brand & started producing cap.

[rich]

Growing up in Canada it wasn't all that strange to wear extremely weatherproof technical gear in high school. Whatever you bought for all of your outdoor activities you wore every other day. I had a Patagonia Storm Jacket in the late 80s and a North Face Guide Jacket in the 90s. They worked for skiing and ice fishing in the winter and bad weather camping and sailing in other months.

[BBoPPo]

Have you ever looked into icebreaker? It’s one of my favorite clothing brands. No idea if their ethical/moral values stand true to what is actually happening but I really like the quality of their stuff.

[GoodToBeGold]

The brand does what it does for my outdoor activities. I’m all about practicality and this jacket does what it needs to in some harsher climates