Inside Arc’teryx’s Explosive Growth—and Its Quest to Keep Its Soul

Recently, Arc’teryx, an outdoor-apparel brand that’s been around for about 35 years, became the subject of a baffling social media trend. TikTok was flooded with videos of Gen Z users showering in Arc’teryx jackets. 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. 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.” Read more at GQ.