02 INTRO

08 EDITOR'S LETTER

12 VIEWS
The Aesthetics of Arc'teryx from a Retail Perspective

20 OPINION: ERANG SONG, GEUNSIK PARK
Workout Store Director Song Yi-rang and Designer Park Geon-sik talk about the Arc'teryx values ​​that have established their own unique domain.

26 LAYERING
Arc'teryx user style that shows its own unique style while working in various fields

36 OTHER BRANDS
Items from other brands that follow Arc'teryx's lead

40 OPINION: DAN GREEN
Dan Green, senior director of Arc'teryx Advanced Concepts, says that a repetitive trial-and-error approach is the secret to creating the best products.

46 ARC'ONE
A manufacturing and production plant in Vancouver that serves as a test bed for the brand's products.

54 LABORATORY
The Role of the R&D Lab: A Look Inside Through Manager Bill Burke's Demonstrations and Guidance

62 TECHNOLOGY
Waterproofing, windproofing, lightweight, and heat retention technologies verified through simple experiments

70 Tests and Trials
A space of possibility where designers can begin creative experiments

76 PRODUCT GUIDE
Arc'teryx's product line falls into the techwear category and covers a wide range of areas.

84 ICONS
Gore-Tex, the core fabric of outerwear and outdoor clothing that demonstrates the true value of Arc'teryx

90 STORE
Arc'teryx stores in Vancouver and New York reflect the brand's philosophy.

96 OPINION: TAKA KASUGA
Arc'teryx Statement Team Creative Director Kasuga Takahashi, who leads the brand's creative journey through Balance and System A.

102 NEW WAY
Arc'teryx's evolutionary methodology suggests a new direction for outdoor wear.

110 INTERACTION
Artists who inspire Arc'teryx through their values ​​of sustainability.

118 BRAND STORY
The growth story of Arc'teryx, which set the technical standard for climbing brands.

124 INSPIRE
The Coast Mountains, a source of brand inspiration

128 INTERVIEW: KARL AAKER, KATIE BECKER
Arc'teryx's brand direction and vision are revealed by Karl Aaker, Head of Brand Marketing, and Kate Becker, Head of Creative.

134 CLIMBING
The brand's pioneering spirit, reminiscent of a climber taking his first steps into the unknown world created by nature.

138 SUSTAINABILITY
A sense of responsibility for brands and companies that grow together with nature

142 SOCIETY
Domestic and international communities that resonate with the spiritual values ​​pursued by Arc'teryx.

146 DIGEST
Significant figures discovered from Arc'teryx and the culture surrounding it.

151 OUTRO

This is the eighty-ninth issue of the magazine “B”.

The first issue of 〈B〉 was published in November 2011, so it has been exactly 10 years.
I'm usually quite insensitive to all the numbers in the world, but as I prepare for several projects related to the 10th anniversary, I find myself reflecting on the meaning of 10 years from time to time.
From the moment I first heard about the 'Friday' issue 10 years ago.
At the time, I was working as an editor for another media outlet and was quite tired of the inertia of deadlines.
I kept up with the latest news and met a variety of people, but I couldn't find enough motivation to tell my story.
That's why the format of one brand permeating one book felt so refreshing.
I was fortunate enough to join B as a member starting with the fourth issue, and I feel even more fortunate to have been able to continue this work happily until the magazine reached its 10th anniversary.


If you look closely, the process of regularly producing and publishing a book is a truly arduous process.
As with everything in the world, I feel like I'm always on my knees before the finiteness of time, which clashes head-on with the obsession with completion.
Still, there are some 'shiny' moments.
While the myriad elements that make up the world of brands may not all be compelling, it's fascinating how, at every turn, you encounter a surprisingly pure energy.
You may suddenly be captivated by the story coming from the founder's mouth, the hospitality of the store staff who meet customers, or even the perfect system of the manufacturing facility or the dedication of the craftsman.
Discovering that point of fascination has been ongoing for 10 years, and seeing that it has resonated with many readers, it seems clear that contemporary brands play a role beyond just business.


I experienced a similar feeling while looking at Arc'teryx, an outdoor brand that started in Canada.
Their obsession with the performance and quality of their products is almost sublime.
They already have hundreds of well-made products, but they constantly question, research, and experiment to make existing ones even better.
Our designers, engineers, executives, and even our partners are all committed to a common goal.
Dan Green, who has been at Arc'teryx for 21 years and has driven product innovation, says, "Even if we do something like finding a better fabric, many people on the street might not notice," but "the best answer for us is to make good things."
Their attitude, which is cold and indifferent to anything other than the essence, resembles the product.
That's why people who have used Arc'teryx products, including the Alpha SV Jacket, say, "Just try it," without any formalities.

The 'improvement' Arc'teryx is demonstrating has a lot to say for the brand.
Because making things better and better is impossible without respect for the 'original form'.
Looking back, what I always kept in mind while creating the nearly ninety-volume magazine “B” was the beginning of the brand.
The moment when one person's dream and idea break through countless resistances, doubts, and cynicisms to come out into the world may be the whole point of a brand.
The power to overcome risks is the brand's DNA, and the remaining task is to take good care of it.
Standing on the 10th anniversary of magazine <B>, we look back at its beginnings.