As we look towards 2024, the fashion industry is witnessing a significant transformation, one that aligns with the shifting lifestyle preferences post-pandemic. Moving away from Quiet Luxury, the rise of “gorpcore” and a renewed focus on healthier, nature-centric lifestyles have set the stage for an exciting evolution in fashion, particularly when it comes to technical outdoor wear. The once-clear lines between functionality and style are increasingly blurring, leading to an exciting fusion that appeals to a diverse range of consumers. This shift is characterized by the rise of “quiet outdoor” fashion, a trend that moves away from the high-visibility, performance-focused styles of the past and towards a more understated, versatile aesthetic.
FASHION
According to “The State of Fashion 2024” report by The Business of Fashion (BoF) and McKinsey & Company, the rise of the “gorpcore” trend and increasing competition among technical outdoor wear brands are reshaping consumer preferences.
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Outdoor Wear’s New Journey
The pandemic has fundamentally altered our relationship with the outdoors. Across the globe, from the bustling cities of the US to the expansive landscapes of China, there has been a marked increase in outdoor activities. This surge is not just a mere change in recreational habits; it’s a cultural shift that reflects our collective craving for connection with nature and a healthier way of living. As people increasingly embrace activities like camping, hiking and snow sports, their fashion choices are evolving to match this new lifestyle. Between 2018 and 2023, the industry in the U.S. experienced an average annual growth rate of 6.7%, with a notable surge occurring from 2020 to 2021. Outdoor wear, once the domain of sports and adventure enthusiasts, is now making a confident stride into everyday wardrobes.
In response to this cultural shift, outdoor fashion brands are reimagining their collections. The goal is no longer just to cater to the rugged terrains of nature but to blend seamlessly into the daily urban wardrobe. This integration of style and utility is compelling brands to rethink their design philosophy. Luxury fashion houses, traditionally focused on high fashion, are now exploring the practical aspects of outdoor wear, leading to innovative collaborations and collections that blur the lines between luxury and functionality.
The Emergence of Quiet Outdoor Fashion
As we move away from the bold and vibrant expressions of the gorpcore trend (a casual phrase for trail-running mix, often referred to as “Good Ol’ Raisins and Peanuts”), a new aesthetic is gaining prominence – the “quiet outdoor” fashion. This trend represents a shift towards more understated yet functional fashion, emphasizing minimalism in design while retaining the technical aspects of traditional outdoor wear. It’s a response to a growing consumer desire for versatile fashion that suits both urban settings and outdoor adventures, a preference for elegance that doesn’t compromise on practicality.
The quiet outdoor trend is redefining what outdoor apparel can be. It’s about finding the perfect equilibrium between innovative, fashion-forward designs and the functional needs of the modern consumer. One of the first collaborations between luxury and outdoors was Everyone x Vetements in 2016, followed by Kith x Moncler in 2017, The North Face x Gucci in 2020, Arc’teryx x Jil Sander in 2021, and many more. Brands are now tasked with creating clothing that not only meets the technical demands of the outdoors but also fits seamlessly into the style-conscious urban environment. This new wave of fashion is for the consumer who seeks adventure but also values aesthetic appeal.
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Footwear
Following this trend, there has been a surge in performance-inspired footwear partnerships, including joint creations by On and Loewe, MM6 Maison Margiela and Salomon, as well as collaborations between shoe specialist Vibram and Balenciaga. This shift in focus is not just about creating shoes suitable for the ruggedness of nature; it’s about crafting footwear that aligns seamlessly with the latest urban fashion trends. Brands are innovating to produce designs that are versatile, blending the robustness required for outdoor activities with the elegance and style sought after in urban settings. Footwear, in this new era, is more than a functional accessory; it’s a statement of style and practicality. The challenge for brands is to create shoes that satisfy the dual demands of outdoor enthusiasts and fashion-conscious urbanites. This requires a careful balance, ensuring that shoes are durable and comfortable enough for outdoor adventures, yet stylish and sophisticated for city life.
Brands are experimenting with materials, incorporating advanced technologies, and rethinking design aesthetics to meet these diverse needs. The result is a range of footwear that is not only suitable for trekking through nature but also fits right in on city streets and in casual work environments. From sneakers with enhanced grip and durability to boots that combine rugged construction with sleek design, the variety is vast and caters to a broad spectrum of consumer preferences.
Moreover, these footwear designs are becoming increasingly popular among sneakerheads and fashion enthusiasts, making them a prominent feature on platforms like StockX and Goat. Their popularity signifies a shift in consumer preferences, where the value is placed not just on the brand or the latest trends, but also on versatility, comfort, and the ability to transition between different environments seamlessly.
The Future of Quiet Outdoor Trend
Looking ahead, the outdoor fashion segment is poised for heightened competition. The challenge for brands will be in navigating this evolving landscape, ensuring they retain their unique identity while appealing to a broader audience. Embracing this quieter aesthetic will be crucial, but it must be done without diluting the essence of the brand.
The key for both established outdoor brands and new entrants from the fashion world will be adaptation and innovation. They must embrace the changing market dynamics, prioritize material testing for performance, and scale their capabilities to meet the new demands. Brands that can successfully blend the quiet outdoor aesthetic with their core values will likely emerge as leaders in this new fashion era.
The “quiet outdoor” trend marks a significant turning point in the fashion industry. It’s a trend that marries the practicality of outdoor wear with the sophistication of urban fashion, a symbol of our evolving relationship with nature and lifestyle. As we move into 2024 and beyond, this trend is set to redefine our perceptions of outdoor fashion, emphasizing that style and functionality can indeed coexist in harmony.
