New York-based outerwear brand, The Arrivals, has shifted its focus towards performance pieces. The move led the entire brand to embrace the technical side of apparel, resulting in the launch of its first rainwear collection on March 1.
The collection includes a three-layer bonded membrane to compete with other performance brands. The brand uses a factory in China for its technical gear and one in Los Angeles for its cut-and-sew fashion pieces.
The Arrivals aims to positioned in the space between brands like Patagonia and Arc’teryx, which have credibility among outdoors enthusiasts, and luxury brands such as Moncler. The brand hopes to fill the gap between the two extremes. The Arrivals wants to compete by showcasing the unique, objectively measurable performance features of its product.
To grow its performance-focused audience, The Arrivals has hosted community hikes on both coasts and worked with content creators with outdoor credibility. It has also shifted its advertising and creative content to include more photo shoots on the West Coast.
