SIX STORIES VOL. 5: CHAPTER 3 – LIFESTYLE & MODERN OUTDOOR AESTHETIC

Since the GORE-TEX membrane was launched in 1976, outdoor brands have been attracted to this technology for its waterproof performance and benefits. Early Winters, a small company in Seattle, released the first tent and the first jacket ever made with GORE-TEX product technology. Subsequently in 1989, the GORE-TEX brand promise of “GUARANTEED TO KEEP YOU DRY™” became enshrined in the brand’s marketing. Not long after, the fabric became a design cornerstone for the world’s leading outdoor brands.

How humans dress themselves on a day-to-day basis has only become less formal over time. The protocols that once demanded men wear suits, ties and polished shoes, or that women wear elaborate gowns, have now relaxed substantially. Today’s attire isn’t so much focussed on outward appearances or traditions, but more attuned to utility, and the question, “What function will this garment serve for me?”

Off-duty sportswear is the end result of these different changes. We slip on yoga pants for a trip to the grocery store. We lace up performance running shoes to walk the dog. And we sheath ourselves in GORE-TEX jackets for our daily commute to the office. We have collectively adopted the term “athleisure” to express this shift.