ARC’TERYX, the global design company specializing in technical high-performance apparel and equipment, and Songtsam, the luxury boutique hotel group, jointly held a media sharing session at ARC’TERYX Broadway to unveil the highly anticipated co-branded collection. Born out of a five-year strategic partnership between ARC’TERYX and Songtsam, the collection inherits the shared alpine DNA of the two brands and their vision of delivering the ultimate outdoor exploration experience to consumers.
Inspired by the first and highest peak in the Meili Snow Mountain Range, Kawagarbo, the collection’s launch highlights the practical initiatives of the two premium brands to advocate for the harmonious co-existence between humans and nature. The session featured Guy Fattal, a well-known outdoor photographer and Florence, the Director of International Sales & Marketing of Songtsam, who shared their insights on the ongoing symbiosis of humans and nature.
“Unexpected situations always occur in every photography project, no matter how much planning and pre-judgment of the route and climate. Through the severe cold, strong wind and snowstorms, along steep slopes, cliffs, glaciers and other difficult terrains, ARC’TERYX has always been my most determined alliance”, said Guy Fattal, “The co-branding between Songtsam and ARC’TERYX is inspired by the Chinese mountain culture, which is truly unique and monumental for those of us who love mountain climbing.”
A highlight of the New York media sharing session was the focused presentation of the co-branded Kawagarbo Series. The participants from global media outlets experienced the full range of products of the co-branded collection at ARC’TERYX Broadway in New York while learning the brands’ concern over the harmony of man and nature and listening to Guy Fattal and Florence’s speech about their own interpretation of the Kawagarbo Series, as well as the stories and prospects behind the two brands’ hand in hand. Florence highlighted, “We are excited to inspire and encourage our industry partners to live in harmony with mountains, and nature through this global media sharing session of the ARC’TERYX x Songtsam collection.”
Inspired by the Kawagarbo Peak, the first of the thirteen peaks in the Meili Snow Mountain Range, the co-branded Kawagarbo Series of ARC’TERYX and Songtsam features the rich colors of Oracle Yellow, Daze Yellow, Bordeaux Red, and Kingfisher Blue that reflect the local culture. These hues are beautifully presented on well-known products of ARC’TERYX, including the Beta AR Jacket Men’s, Gamma MX Hoody Men’s, Aerios 15 Backpack.
In addition, the Beta AR Jacket Men’s inner left pocket is embossed with the collection’s exclusive logo that depicts the thirteen peaks of the Meili Snow Mountain, adding unique meaning and imagery to the product. With an in-depth analysis of the cultural imagery that people under the mountain have accumulated, ARC’TERYX builds on its alpine DNA and inherits the brand’s outstanding performance, providing consumers with a unique, ultimate outdoor wearing experience.
ARC’TERYX has always adhered to its four core values: EVOLVE, COMMIT, LIVE IT, and DO RIGHT, and continues to provide consumers with enduring quality, ingenious design, and craftsmanship to ensure that they are safe when wearing the products while challenging the infinite possibilities of the outdoors.
