In the 1990s, those brands became pioneers in marketing niche outdoor interests to lifestyle consumers-it soon became as common to see a Patagonia fleece on a college campus, or a North Face jacket on the D train, as it was to see either on the slopes. For all its outsider appeal, though, the spectacle of TikTok users showering in Arc’teryx would seem to tie the brand to a familiar consumer urge that has made gorpcore a multibillion-dollar industry: a desire to buy products engineered for lives so different from our own that we must invent rituals demonstrating how much abuse they can withstand.īy that time, the North Face and Patagonia were already household names, having broken through to the masses in the late ’80s, when technical outdoor apparel went into large scale production. The satisfyingly effective functionality of Arc’teryx is exactly what makes it cool-the sleek designs, enigmatic logo, and big-name celebrity endorsements from guys like Frank Ocean, David Letterman, and Drake, are secondary to the brand's outdoors bonafides. It was both a sign of the brand’s luxe status and a rebuke of the means by which so many others chase that same status a reminder that no logo or limited-edition collaboration is as cool as a product that does what it’s meant to do. Others used the song as a backdrop for posts showing rain-drenched gear from rival outdoor-apparel brands alongside captions like “Fuck it, I’m buying Arc’teryx.” Many filmed themselves nodding to the beat of the song “Arc’teryx,” by British rapper YT, with the camera angled to capture the mesmerizing effect of water beading off $700 Gore-Tex ski shells. TikTok was flooded with videos of Gen Z users showering in Arc’teryx jackets. Recently, Arc’teryx, an outdoor-apparel brand that’s been around for about 35 years, became the subject of a baffling social media trend. Illustration of a worker with water blaster pressure power washing sprayer spraying set inside circle done in retro style.This story was featured in The Must Read, a newsletter in which our editors recommend one can’t-miss GQ story every weekday. Cowboy with water pressure cleaner Pressure Washing Cleaning Services Logo Icon Pin Vector Symbol Graphic Design Template Illustration of power washer worker with arms crossed holding pressure washing gun looking to the side viewed from front set inside shield crest on isolated background done in retro style. Tools illustration Illustration of a male pressure washing cleaner worker holding a water blaster viewed from front set inside circle on isolated background done in retro style. Tools illustration Pressure washing and man logo template. Illustration of a worker with water blaster pressure power washing sprayer spraying set inside circle done in cartoon style. Tools illustration Pressure Washing Gun Logo Design Template. Power Washing Pressure Water Blaster Worker Illustration of male worker with pressure washer chemical washing using high-pressure water spray with USA American stars stripes flag set inside shield done in retro woodcut style. Cleaning vector design Illustration of a worker with water blaster pressure power washing sprayer spraying set inside circle done in retro style. Illustration vector graphic of pressure power wash spray logo design template Pressure washing logo template. Illustration of a worker with water blaster pressure power washing sprayer spraying set inside diamond shape facing front done in retro style. Working figures on white Pressure Washing lettering logo, Pressure Washing logo Illustration vector graphic of pressure power wash spray logo design template Illustration vector graphic of pressure power wash spray logo design template Illustration of a worker with water blaster pressure power washing sprayer spraying set inside circle done in retro style.
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