SIX STORIES VOL. 5: CHAPTER 3 – LIFESTYLE & MODERN OUTDOOR AESTHETIC

    A new set of brands is re-imagining how we use outdoor technology

    The Modern Outdoor Aesthetic: A New Dawn

    A NEW DAWN

    A new set of brands is proving that outdoor gear is just as useful in the city as it is on the mountain. Functional outerwear is repositioned to meet the needs of city environments, rather than just Himalayan summits.

    MODERN LIFE

    As a result of anthropological and technological shifts, the demand for city-oriented performance-wear has greatly increased in recent years. As global populations became increasingly metropolitain over the 20th century, production and manufacturing capabilities were steadily modernized. This gave rise to a new crossover category of apparel: performance brands started to recast their designs for everyday life, while lifestyle brands began incorporating technical functionality, meeting in the middle to open up a hybrid class.

    A GLOBAL STYLE SHIFT

    Japan’s Daiwa Pier39, France’s Salomon, and America’s Woolrich are among the global brands leading this shift.

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