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Gorpcore Isn’t a Trend. It’s the Uniform.
For the past five years, journalists and trend forecasters have tried to close the book on gorpcore. Like quiet luxury, it’s been declared passé more times than we can count. But the facts tell a different story. The fusion of outdoor function and streetwear form hasn’t fizzled, it’s crystallised.
From trail shoes at fashion week to fleece jackets in boardrooms, performance-led outdoorwear has become the uniform of a generation. And with the global outdoor apparel market expected to reach $28.6 billion by 2027 (Allied Market Research), CEOs would be wise to pay attention not just to the what but the why behind this evolution.
Founded as a climbing gear specialist in British Columbia, Arc’teryx has become an unlikely luxury hero. Its meticulous attention to fit, fabric and form has made it a cult label from Tokyo to New York, coveted as much for its GORE-TEX technology as for its minimalist aesthetic.
In 2024, Arc’teryx surpassed $2 billion in global sales, up 36% year on year. Much of that growth came through its direct to consumer channels and Asia Pacific expansion, evidence that premium outdoor gear isn’t just a Western fashion moment, it’s a global movement.
Once seen exclusively on trail runners and ski teams, Salomon has surged into lifestyle relevance. Its XT-6 sneakers, originally built for endurance athletes, are now seen on the feet of tastemakers and creatives across London, Seoul, and LA.
Salomon’s footwear sales topped $1 billion for the first time in 2024, a figure driven not just by sports performance, but by the brand’s successful collaborations (like with Maison Margiela) and savvy placement within fashion retail.
Few brands walk the line between rugged functionality and cultural cachet like The North Face. Its recent collaborations, from Gucci to Online Ceramics, have kept the brand culturally sharp, while its core outdoor collections remain market leaders.
Parent company VF Corporation reported $3.6 billion in revenue for The North Face in 2024, up 17% from the previous year, reaffirming its relevance across consumer segments, from hikers to hypebeasts.
Paris based Satisfy blends high performance design with a rebellious aesthetic that appeals to urban runners and style purists alike. With premium materials, raw hems, and edgy brand voice, it’s carving out space in a crowded field.
In 2024, the brand doubled revenue to €11 million, following a new €11 million Series B funding round. With ambitions to hit €100 million in the coming years, its trajectory mirrors that of early Off-White or Aime Leon Dore, indie energy with global growth in sight.
Sweden’s Ridestore isn’t a household name, but its brands, Dope Snow and Montec, dominate the DTC snow apparel category. Without relying on wholesale partners or hype marketing, they’ve built a loyal base of global snowboarders and skiers.
With €100 million in annual sales, Ridestore proves that you don’t need celebrity collabs to grow fast, you need clarity, consistency, and customer obsession.
This isn’t just about trends. It’s about understanding that what consumers wear is a reflection of how they live, what they value, and who they trust.
Function forward apparel is no longer confined to the wild. It’s in airports, offices, and urban centres. It's how people show up for work, not just workouts. The rise of outdoor fashion speaks to a deeper shift, towards lifestyle branding with technical credibility, and toward utility as status.
When a jacket can signal both taste and preparedness, when a trail shoe becomes a streetwear staple, you’re no longer in the sports category, you’re in the culture category.
At Virtua, we understand how talent shapes brand relevance. From performance to product, from culture to commerce, we help our clients find the leadership that turns brand movements into market share.
If you’re hiring for growth in this sector, we know the terrain, and the trailblazers.
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