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GOING WILD IN THE COUNTRY – TikTok rappers, ‘Zillennial’ fashion, and showering with your pants on. How outdoor got in with the in-crowd.

‘Zillennial’ fashion, and showering with your pants on..

Welcome to the great out-fours – four fashionable outdoor brands to watch in 2024:


“Arc’teryx is an industry leader in technical mountain apparel and one of the most revered outerwear brands on the market,” according to Switchback Travel.

Labelled a cult brand by Fast Company, it’s worn by both "hikers and hype-beasts" says The New York Times.

In 2022, a TikTok trend saw people shower, fully clothed with an Arc'teryx jacket, as British rapper YT's song "Arc'teryx" played in the background.

A coveted Zillennial (the demographic cohort on the cusp of Millennial and Gen Z ) fashion brand, its $800 Alpha SV jacket is becoming a ‘must-have’ item.


Hopaal was much discussed at ISPO. The sports trade show’s website says the chic French brand epitomises the “Quiet Outdoor” trend which is expected to be big in 2024. It “focuses on clean designs, understated colours, minimalist details and high-quality technical materials.”


Based in California, Marmot is globally distributed and part of Newell Brands.

“Designed for performance, comfort, and style,” the brand positions itself as “insulation that keeps you in your comfort zone, even when you push yourself outside of it.”

Switchback Travel again, “we’ve consistently been impressed by Marmot’s balance of affordability and quality.”

REI Co-op:

A community-focussed brand with 168 U.S. stores, REI, says Switchback, is “involved in a number of environmental and community initiatives, conservation efforts, and sustainability practices.”

Members enjoy a range of benefits, including a used-gear programme called Re/Supply. The brand’s co-operative ethos chimes perfectly with the values of Gen Z.

REI plans to open 10 new stores in 2024. Definitely one to watch.

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