Arc'teryx jackets are built for blistering snowstorms and stormy hikes. But some customers keep wearing them in a far less extreme setting: their showers.
on a series of items including a $1,570 Gore-Tex ski bib. These prestigious endorsements add to the fetishization of “Arcy,” as some fans cheekily call the brand.
“I definitely bought this jacket just for the hype,” admitted Shaurya Mehta, 20, a student in Rancho Cucamonga, Calif., who purchased a waterproof Arc’teryx jacket last year after seeing Drake and Mr. Abloh in similar shells. The jacket serves basically no practical purpose in sunny Southern California, but Mr. Mehta was still excited to own it. In December, his giddiness took him to his shower, where hegetting drenched in his Arc’teryx from the comfort of home.
Generally, Arc’teryx gear is not cheap. Popular waterproof jackets like its Beta AR shell and Rush ski jacket retail at $599 and $749, respectively. But some customers say the elevated prices actually add to the jacket’s appeal. “The high price tag makes it feel like an investment piece,” said Mr. Laur. And so the shower videos function as a social media-based flex.
As viral trends proliferate, social media tends to fuel a sort of creative one-upmanship and recent videos in this highly specific niche have stretched the basic “here I am, standing under a showerhead” format. One
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