Core Viewpoint - The article discusses the controversy surrounding outdoor brand Arc'teryx's recent art project "Ascend Dragon," which involved setting off fireworks in a fragile high-altitude environment, leading to significant backlash from environmentalists and the public. The brand's commitment to environmental sustainability is called into question as it navigates the balance between artistic expression and ecological responsibility [6][7][9]. Group 1: Environmental Commitment and Controversy - Arc'teryx launched an art project in the Himalayas that involved fireworks, which drew criticism for potentially harming the fragile ecosystem [6]. - The brand issued an apology, stating that the project contradicted its values and that it would change its operational methods to prevent similar incidents in the future [7]. - The brand has historically emphasized its commitment to environmental sustainability, aligning its business model with ESG principles, which are increasingly important in the fashion industry [9][10]. Group 2: Business Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a revenue of 13.27 billion RMB (approximately 1.8 billion USD) for the first half of 2023, a 37.2% increase from the previous year, indicating strong growth in the outdoor apparel market [11]. - The brand has successfully balanced outdoor performance with fashion, attracting a consumer base that values both functionality and style [12]. - The outdoor apparel market is experiencing rapid growth, particularly among younger consumers and women, positioning Arc'teryx favorably within this expanding segment [17]. Group 3: Sustainability Goals and Challenges - Arc'teryx aims for net-zero emissions by 2050, shifting from intensity-based reduction targets to absolute reduction goals across its value chain [10]. - Despite the ambitious goals, the brand's total emissions increased by 56% in 2023, raising concerns about its commitment to sustainability [12]. - The brand's recent focus on fashion has led to a dilution of its environmental messaging, with emissions rising again in 2024, prompting a reevaluation of its sustainability strategies [18][19]. Group 4: Innovative Initiatives - Arc'teryx has launched the ReBIRD program, promoting product care, repair, resale, and recycling services, although the impact on emissions reduction remains unclear [19]. - The brand is expanding its ReBIRD service centers, aiming to extend product lifecycles and reduce environmental impact [19].
环保原本是始祖鸟的「热卖单品」
36氪·2025-09-22 00:00