B Magazine #89 Arc’teryx

B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, b not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Arc’teryx, originally named Rock Solid, is a climbing gear label based out of Vancouver, Canada. Dave Lane founded the brand in 1989 in hopes of making better climbing products based on his experience out on the rocks.

Renamed in 1991 to Arc’teryx, a stylized abbreviation of Archaeopteryx lithographica, the first known bird, the brand demonstrates its enthusiasm toward evolution in clothing production processes.

Since the debut of its signature ergonomic Vapor climbing harness that evenly supports impact load, Arc’teryx has unveiled a series of innovative products like the Alpha SV, a windbreaker with excellent waterproofing technology, pushing the standards of the outdoor apparel to a new level. Furthermore, the brand’s design-focused urban techwear line like Veilance and System_A put the brand on the map with celebrities and members of emerging subcultures.