BORN IN 1989 IN THE VANCOUVER COAST MOUNTAINS, ARC'TERYX ARCHAEOPTERYX IS INSPIRED BY MOUNTAINS. IN THE "UPWARD BEAUTY" CAMPAIGN, ARC'TERYX ARCHAEOPTERYX MOVED THE RUNWAY TO THE MOUNTAINS, MODELS CLIMBED AND WHITELINE SKIED IN ASCENT, AND ENDORPHIN BRISK AND TRAVERSE HIKING PRODUCTS BLENDED WITH SHANGRI-LA'S SHANGRI-LA NATURE. Zhang Dachuan, co-founder and vice president of international affairs at WWD China, said, "This show has completely transcended the catwalk and is a universe of rock climbing, skiing and outdoor sports. "During the outdoor trekking session, ARC'TERYX Archaeopteryx led guests deep into the vast outdoor mountains and felt the wonderful connection between man and nature in the closest place to paradise.
ARC'TERYX Archaeopteryx "Upward to Beauty" show
ARC'TERYX ARCHAEOPTERYX IS COMMITTED TO CREATING A BETTER OUTDOOR EXPERIENCE FOR PEOPLE, WITH FOUR CORE VALUES: EVOLVE, COMMIT, LIVE IT AND DO RIGHT.
ARC'TERYX ARCHAEOPTERYX
In 2022, the brand's first "destination store" was opened in Songtsam Shangri-La Linka, opening the store far above the mountains. Zhang Dachuan said, "Seeing the scenery outside the store already makes people feel that the trip is worth it. "Don't follow trends, don't follow trends, don't pursue influencers, and don't try to be cool," Songtsam Hotel Group Chief Strategy Officer Cai Jinghui said of ARC'TERYX Archaeopteryx.
Liya Liang, Vice President of Archaeopteryx Greater China, said that ARC'TERYX Archaeopteryx is persistently moving towards the goal, pursuing change, constantly innovating and making breakthroughs, and insisting on providing high-performance outdoor wear options for outdoor enthusiasts. Bringing "Upward Beauty" to Shangri-La shows that ARC'TERYX Archaeopteryx professional outdoor attributes are the core, adhering to the concept of excellence, insisting on the close connection with the outdoors, and on the other hand, it also consolidates the understanding and cognition of the core DNA of the ARC'TERYX brand through the professional circle of outdoor sports, and explores the sustainable development of symbiosis with nature.
Professional attributes and leading positions in professional outdoor sports
ARC'TERYX Design Director Archaeopteryx once said that all product inspiration and problems to be solved are born in the mountains and will be given back in the mountains.
ARC'TERYX Archaeopteryx products have always been a safe and reliable choice for high-performance outdoor wear. THIS IS INSEPARABLE FROM THE EVOLUTION THAT ARC'TERYX ARCHAEOPTERYX INSISTED ON. In terms of products, ARC'TERYX Archaeopteryx adheres to Evolution in design, is design-oriented, and seeks product innovation and upgrade in design, which can be seen from the evolution of the ARC'TERYX Archaeopteryx Alpha SV monocoque jacket.
ARC'TERYX ARCHAEOPTERYX
Launched in 1998 to provide safe and reliable protection for climbers, the first generation of Alpha SV was launched to set the benchmark for alpine storm suits: windproof, waterproof, lightweight and durable.
For more than two decades, Alpha SV has been innovating and evolving. Year after year, ARC'TERYX Archaeopteryx designers obsessively improve and innovate every element of Alpha SV. In addition to the details optimization, after five major upgrades, the fabric of Alpha SV has been continuously upgraded to the waterproof level, always using the highest grade of waterproofing material in GORE-TEX fabric, and the main zipper has removed the cover covering the zipper, reducing weight.
ARC'TERYX Archaeopteryx Alpha SV series
Alpha SV combines ARC'TERYX Archaeopteryx with the latest technology, design and craftsmanship, and is the king of ARC'TERYX Archaeopteryx hard shells. Chinese climber He Chuan is wearing Alpha SV in opening up a new route for solo climbing on the south peak of Mount Huashan in the big rock wall, climbing the "Christmas tree" ice waterfall for the first time, and sprinting the technical peak Potala Peak of Sichuan's Siguniang Mountain for many times. When talking about choosing equipment, He Chuan said: "When I choose equipment, I first need to consider functionality, especially some sports-related features. FOR EXAMPLE, ARC'TERYX ARCHAEOPTERYX, A LOT OF THE DESIGN DETAILS ARE MADE INTO ACCOUNT THE SPORTY CHARACTER, WHICH IS SOMETHING THAT I PAY A LOT OF ATTENTION TO. ”
China Dutan Great Rock Wall 1st He River
Corresponding to the snow line family, there is ARC'TERYX's highest-end product RUSH JACKET, designed for mountaineering skiing, with excellent professional performance has captured a large number of ski enthusiasts including Paul Forward, Martin Lacroix, Brian McCurdy, known as the "snow panacea".
ARC'TERYX RUSH JACKET SERIES
In addition, the Atom series, which is popular in climbing circles, is suitable for medium to high intensity sports under various activities such as climbing. Coreloft, a middle-layer material that perfectly integrates warmth and thinness, solves the two pain points of "cold spot" and "heat dissipation" and flexibly responds to sudden weather and environment.
ARC'TERYX Archaeopteryx promises to always adhere to the principles of design and craftsmanship, which is reflected in one of its four principles, COMMIT. ARC'TERYX Archaeopteryx believes in creating and feeling truly high-quality outdoor gear in an outdoor environment adjacent to the mountains, and has strict outdoor field testing standards for all outdoor sports products.
ARC'TERYX Archaeopteryx "Upward to Beauty" event
Not far from the design center, the Arc'One facility is home to innovative manufacturing technologies, and Alpha SV is a hard shell produced at the ARC'One facility in Canada, which takes 259 minutes of man-hours, 56 components, 67 experts and 190 delicate processes per Alpha SV hard shell.
The understanding and recognition of the core DNA of the brand in the outdoor sports professional circle
"For Chinese consumers, the collaboration between ARC'TERYX and Songtsam not only resonates with the brand concept, but also the high degree of overlap in Chinese consumer audiences, and many people wearing ARC'TERYX Archaeopteryx come to the high altitude where Songtsam Hotel is located, they are considered to love nature, enjoy the outdoors, and pursue a different and rich lifestyle", said Liya Liang, Vice President of Merchandise for Greater China at ARC'TERYX.
OPENING THE STORE IN THE MOUNTAINS MAY SEEM "THE OPPOSITE", BUT FOR ARC'TERYX ARCHAEOPTERYX IT SEEMS TO BE JUST AN UPGRADE OF ITS USUAL "UNUSUALNESS".
Behind this is also the embodiment of ARC'TERYX'TERYX's LIVE IT values: Archaeopteryx's innate outdoor genes and pursuit of the ultimate outdoor spirit drive it to bring the ultimate service experience to the core customer group.
ARC'TERYX Archaeopteryx calls this new retail format a "destination store" with a mission to "bring ARC'TERYX Archaeopteryx specialty products and ultimate service to outdoor destinations, providing 'Bird Fans' with a home away from home and an alpine travel destination where they can connect with their peers."
Through this "destination store" located on the mountain, ARC'TERYX Archaeopteryx hopes to encourage more people to travel to the mountain through the company of wearing, inspire the fighting spirit and enthusiasm to explore the infinite charm of the outdoors, and create an outdoor "home" for consumers who love outdoor sports, connecting the core customer base of the brand in first- and second-tier cities with outdoor destinations.
ARC'TERYX Archaeopteryx has always revolved around the original intention of "serving consumers", and fulfills the brand's original intention of covering the store's professional products and services to consumers' outdoor destinations, bringing the ultimate service experience to the core customer group, providing home away from home service for bird fans, and a place where they can communicate with fellow citizens, always looking forward to leading consumers to the mountains and mountains to experience Archaeopteryx products.
Among them, the mountain classroom is the strong IP of ARC'TERYX Archaeopteryx, which is not only the most recognized and popular project in China, but also the carrier of its values.
In addition to Linka's mountain classes, ARC'TERYX Archaeopteryx has also opened a skiing-themed "destination store" in Jilin's North Great Lake, where ARC'TERYX Archaeopteryx North Great Lakes Mountain Classroom Store, covering ARC'TERYX Archaeopteryx professional products to outdoor destinations.
ARC'TERYX Archaeopteryx Mountain Classroom Shangri-La Store, Mountain Classroom North Great Lake Store
It is worth noting that in the cooperation between ARC'TERYX Archaeopteryx and Songtsam Group, the brand's DNA is not only reflected in the mountain classroom, but also its own sustainable initiative ReBird™.
DO RIGHT IS THE VALUE OF ARC'TERYX'CEERYX SUSTAINABILITY PHILOSOPHY, STARTING WITH PRODUCT PHILOSOPHY AND RESPONSIBLE MANUFACTURING, WITH BUILD TO LAST AS THE ORIGINAL DESIGN INTENTION, INSISTING ON DESIGNING THE WORLD'S BEST EQUIPMENT, EXTENDING THE LIFE OF PRODUCTS, ACHIEVING THE PINNACLE OF ONE PIECE, FULL USE UNTIL THE LAST MOMENT OF PRODUCT LIFE.
The ReBIRD™ program is ARC'TERYX Archaeopteryx launched a new environmental protection concept in 2021, based on its avant-garde environmental protection concept and professional after-sales service, from the four dimensions of Reduce, Reuse, Repair, Respect to launch sustainable products, design recycled fabrics, innovative product design, optimized production, after-sales service iteration and other aspects. At the Songtsam Mountain Classroom store, ARC'TERYX Archaeopteryx highlighted the spirit of Repair and Respect with activities such as the Bird Care Day to provide free laundry services to members and initiatives to protect natural trash picking.
ARC'TERYX ARCHAEOPTERYX MOUNTAIN CLASSROOM STORE EXPLORATION
ARC'TERYX Archaeopteryx has never slackened in thinking about the relationship between the society in which people live and the natural environment on which they depend, and as a leader in the outdoor industry, ARC'TERYX Archaeopteryx has never left the professional sports circle, "do not follow the trend, do not compromise, do the right thing". WWD
Content Planning Huayi Tomorrow Fashion Content Center
Written by Doyal
Image source: Courtesy of the brand