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It's not your imagination – high-performance fleeces and jackets are everywhere right now. And according to the Lyst fashion research platform, it's because the "urban hiker" style is fashionable.
Earlier this month, Lyst released its latest ranking of the "most fashionable brands and products" of fashion. The North Face and Patagonia are second and third on the men's clothing list, ahead of Versace, Fendi and Givenchy. The two featured articles were The North Face's Nuptse Track Jacket and Patagonia's Retro-X Fleece.
Patagonia and The North Face have had tremendous success in recent years, with these brands being at the intersection of outerwear, normcore clothing and streetwear. The last two are prominent trends in fashion right now.
The success of Patagonia stems in part from its anti-consumerist strategy and the encouragement of its customers to only buy sustainable products.
"We can not control whether our brand is considered cool or not, and we do not care," said Mark Little, Patagonia's Director of Men's Sportswear and Surfwear in 2017.
A spokesman for Patagonia recently told Business Insider that sales had quadrupled in the last 10 years, but would not disclose the exact numbers because it was a private company. According to The Guardian, the company achieved a turnover of $ 800 million in 2016, twice as much as in 2010.
The North Face, owned by VF Corp., Lee's parent company, Wrangler and Vans, has gone from a purely practical brand to a fashion brand.
"Their main products are apparently so modest, so bbad and so practical that each owner or subculture has been able to project his own identity on these three simple curved lines and sans serif text," wrote the British cultural magazine Dazed in 2016.
At the latest quarterly results, The North Face's US sales increased by 15% for the quarter and 8% for the first nine months of 2018, at constant currency.
Read more: Millennia have a new buying habit that could cause problems for Forever 21 and H & M
As the trail started to become aware of the trend of urban hikers and buyers lost hundreds of dollars on high-end fleeces, the general public began to participate as well.
Fashion brands such as Zara, Madewell, Outdoor Voices and Urban Outfitters have all followed suit and created their own version of this outdoor accessory, especially the polar one.
Experts say this trend shows no signs of slowing down in 2019 and permeates other categories.
Dan Bisson, an accessories and shoe publisher at WGSN, recently told Who What Wear that the "daddy sneakers" – arguably the most questionable trend of 2018 – would be next.
"I think that the rise of outdoor hiking trends will make hiking sports shoes the next" must-have "shoe in 2019," he said. "This will replace some of the thick-soled designs, attracting not only city dwellers, but also those wishing to explore the countryside."
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