Pictured: Beams x Arc'teryx Spring/Summer 2018 Beta SL Jacket. Beams is one of very few brands Arc'teryx has historically has collaborated with. This jacket is Japan-exclusive.

Arc’teryx was founded in 1989, then introduced its first apparel item (the revolutionary Alpha SV jacket) in 1998. The outdoors industry has changed since—not by the machinations of any one brand, but by forces as seismic as the tectonic plates themselves.

On one hand, a decline in outdoor sports participation had long forced outdoors brands to expand beyond the mountain. Americans went on one billion fewer outdoors trip in 2018 than in 2008. That same year, it was reported that ski area visits numbers had hit their lowest point since 1987, a low point in a much longer trend dating to the end of the “ski boom” in the 1980s.

Yes, the news is full of stories about Millennials loving climbing and people going hiking because of COVID. Before this year, however, participation across the major money-makers for gear companies—think skiing or camping—was down or flat. This leaves core outdoors brands with two choices: shrink, or seek elsewhere. Often, that elsewhere looks like “lifestyle” products, aka, fashion.

On the other, the increase of technical apparel in our daily wardrobes means the average person already owns clothing suitable for their outdoors adventures. Whether you call it sportswear, athleisure, or #techwear (the #hashtag is crucial), changing social trends have put all the “outdoors essentials” one needs for a hiking trip in their closet already.

Think about it: you probably own a warm midlayer, technical pants, and a waterproof jacket just by virtue of existing. Unless you specifically want these staples from outdoors brands for immersion’s sake, there’s no pressing need to run to REI before you hit the trails. Yesteryear’s “weekend hiker” uniform of jeans and sneakers would’ve done just fine on most day hikes. Gramicci pants, a Uniqlo puffer, and a Nike shell? That’s more than enough.

The net of these two trends is that sportswear brands and outdoors brands are now in direct competition. On one end, brands like Nike and adidas are making technical gear that, whether labeled that way or not, could feasibly replace typical outdoors clothing. On the other, brands like Columbia and The North Face are making “lifestyle” gear that looks and acts like sidewalk-ready sportswear.

These two segments are competing over whose branded nylon will be hiked in twice a year… then worn casually twice a week. For many reasons—scale, distribution, the aforementioned shrinking outdoors base—sportswear has the advantage in this functional arena. If outdoors is to compete, it has to own its particularities. It has to make the “outdoors” POV on sportswear staples more appealing.

Said another way: If every brand is making a weather-ready Gore-Tex jacket—how do “outdoor” brands make sure that they’re the one that gets picked and packed by the public?

So what does that have to do with Palace x Arc’teryx?

Arc’teryx "staying in its lane" of hardcore outdoor enthusiasts would mean a small and shrinking audience, and ultimately, an unsustainable position. This isn’t news to anyone in Vancouver. The brand has been edging out from its monastic ultra-performance niche since 2009—first with the launch of its fashion-focused, city-ready Veilance line, then with collabs like Beams (2011) and Concepts (2012), then the launch of its “24” lifestyle collection (2014).

In fewer words: the idea that Arc’teryx c. December 2020 has poisoned the well by making anything other than purist product is a dead bird. The brand isn't losing its virtue at the hands of Jil and Palace. If anything, these collabs are finally bringing its response to the changing outdoors industry to bear.

Why it took Arc’teryx so long to embrace the logical extent of its 2009 fashion expansion (let alone 2012 streetwear collab) is anyone’s guess.

Whether or not Arc'teryx’s sudden change from edging to leaping has more to do with a cultural critical mass or the sale of its parent company to a group led by China's Anta Sports is a story that's yet to be told.

I think it's fair to say new owners don't buy new things unless they have a plan for them. I also think last February's "unofficial" Arc’teryx x Off-White collab won't be the last time we hear from that particular pairing. But these views are my own.

What can't be disputed is that Arc'teryx is connecting to a new audience that, even if it may never go ice climbing, finds the brand's combination of functional form and premium price point appealing.

If you love the brand itself, then the announcement of the Palace and Jil collabs is great news—it means more and different products are likely on the way.

If you loved the brand because it was relatively unknown, I'm sorry you're disappointed, but that’s how these things go.

Your favorite brand went from mixtapes to Madison Square Garden (metaphorically speaking), and yeah, they probably lost some of that original edge to help build the fanbase. But those of us who aren't extreme athletes with specific grievances (Like, those voicing concerns about reduced base layer options) don't really have a leg to stand on with the "Arc has lost its way" complaints.

Personally? I’m just excited to see what’s next. My fingers are crossed for Arc’teryx x Oakley. Or at the very least, maybe Arc’teryx will take a page from the book of another hype collab-driven market, sneakers: Start releasing retros.