The response to the announcement that Arc’teryx Equipment would be launching a new men’s line of urban/fashion-driven apparel has been met with mixed reviews. The initial announcement on Facebook was immediately greeted by skepticism, driven by a fear that their beloved Arc’teryx will end up like The North Face.

Facebook response:

“so arcteryx is a fashion apparel line? lame. glad I got my goretex jacket before it became a trendy fashion statement for people who want to look "outdoorsy"”

“I am very pleased to see functional fashion hitting the streets. From slopes and peaks to the city streets--Great idea.”

“Nice looking jacket, I'm looking forward to its release. Just don't sell out like TNF did and get bought out by vanity fair and loose your technical roots”

“nobody wants or needs another TNF”

The introduction of Veilance shouldn’t come as a surprise or an indication of sell-out. Rather, we applaud Arc’teryx for having the savvy to take their own direction rather than develop a line of expensively branded flannel shirts and call it good with lifestyle apparel.

If anything, the deployment of the Veilance line represents a genuine understanding of the nuances of their business. Arc’teryx has carved out a niche position as impeccably detailed, supremely technical and totally authentic. The company’s resonance with the core enthusiast is derived from an intimate understanding that this is the best shit. Period.

The evolution of the brand has always chased the esoteric extremist; the guy who does it harder than anyone else and in an entirely unique way. Their innovations and product evolution has displayed this non-traditional pursuit. When all other companies where sewing huge zipper flaps on their jackets, Arc’teryx developed the WaterTight zipper. When other companies were restricted to building pockets in alignment with seams, Arc’teryx developed lamination technology that allowed them to weld pockets anywhere. And when all other garments were sewn with bulky seams and plastered with non-breathable seamtape, Arc’teryx limited their sewers to 1/16th seams allowances and tiny tape whose durability baffled even W.L. Gore. The examples go on…

The one thing outdoor enthusiasts (including several of the Facebook commenters) don’t care to admit, is that the afore mentioned innovations not only improved the technical aspects of the jacket, but also resulted in a more beautiful aesthetic. The hardcore climber will be the last to admit that style matters, however any shop kid will tell you differently. How many jackets do you sell in black rather than purple? Fact is, technical perfection and beauty are not polar opposites—they are complements.

Hence, it makes sense that while Arc’teryx was chasing perfect rain jackets, that bankers on Wall Street took notice that the dinosaur-logo’d jackets were not only more expensive than TNF but they also looked better. So why should be expect Arc’teryx to resist this trend? I say go for it and good luck. However, with the caveat that we do expect their objects of desire not to lose what made them originally desirable—the innovation, quality and relentless pursuit of perfection.