Arc’teryx ReBird: A New Circularity-Centered Digital Platform and Collection
Arc’teryx has recently launched a platform called ReBird, centered around educating and connecting consumers to the brand’s ongoing sustainability and circularity efforts. This digital hub is a one-stop-shop to explore and learn about its initiatives in upcycling, resale, care, and repair, which began with its Used Gear program in 2019 – an alternative to buying brand new apparel and equipment.
ReBird goes beyond the “what are we doing for sustainability” page typically found on a brand’s website. It’s not just about commitments and five-year roadmaps, it’s about sharing information that’s needed for right now and putting it front and center. There’s an emphasis on breaking down the needs and processes of a circular model in apparel, especially for consumers new to the concept.
Pairing information with direct ways to buy in as well as general brand moves to tap into young, creative minds in the space (e.g., its partnership with popular upcycling designer Nicole McLaughlin as its first design ambassador) shows the innovation Arc’teryx wants to support.
Arc’teryx recognizes that even with great intentions, the sheer fact that they are an apparel, footwear, and equipment brand has a great impact on the environment. “The garments we make are very resource intensive – 65% of the lifetime impact happens before a piece even makes it so the store rack – from creation of raw materials and the manufacture of the garment alone,” stated in the brand’s blogpost introducing ReBird. It’s not just about detailing the specifics behind existing products but allowing for the brand to create, or recreate, something new.
With the launch of the ReBird platform, Arc’teryx has also released an accompanying collection made up of its first-ever upcycled products, using materials saved from its trade-in program as well as unused, end-of-the-roll materials repurposed from the production process.
One of the main pieces of the limited drop is the men’s and women’s Stowe Windshell jacket. The lightweight, windproof shell is versatile for everyday use and packable to stash away while on-the-go. Other jackets include the mountain-ready, wind- and water-proof Rush jacket, and the Beta SV jacket, which is great for any all-around conditions, especially unpredictable extremes of the alpine. Also included in the new collection are upcycled totes and pouches made from jackets that are no longer wearable.
This is only the beginning for Arc’teryx, as we can safely assume there will be more exciting efforts under this circularity initiative in the very near future.