Everyday Outdoor Life... Scarpa-Patagonia in the Spotlight
Gwangju Shinsegae Co., Ltd. (CEO Lee Dong-hoon) is gaining popularity with the 'Gorpcore' trend it is showcasing. Recently, as MZ consumers have newly focused on outdoor brands, interest in the products they seek is growing.
According to Gwangju Shinsegae on the 15th, 'Gorpcore' is a word combining GORP and normcore, which means 'a style of dressing well.' GORP is an acronym formed from the first letters of Granola, Oat, Raisin, and Peanut, nuts commonly carried during outdoor activities.
The Italian brand SCARPA, recognized for its technical expertise in climbing shoes, is gaining new attention following the Gorpcore trend. Founded in Italy in 1938, SCARPA has been producing outdoor specialty shoes that can withstand extreme environments such as rock climbing and skiing for over 80 years.
The steady-selling model 'Mohito Bio,' consistently loved as an outdoor specialty shoe, is popular for its comfortable fit. Additionally, it is made from eco-friendly materials that completely decompose in nature, earning positive evaluations from environmentally conscious consumers.
Recently, the brand has actively promoted itself by providing discount coupons to participants of a bouldering competition held at Mudeungsan Mountain in Gwangju. Bouldering is a sport where climbers ascend boulder rocks with bare hands without special equipment like ropes, making the grip of the shoes extremely important.
The brand newly gaining attention among the MZ generation through the Gorpcore trend is Arc'teryx.
Arc'teryx is a professional mountaineering equipment brand that started in Canada in 1989. It gained recognition for its technology by producing the first mountaineering clothing using Gore-Tex material. In 2020, it began to attract attention when a famous designer appeared at a Paris fashion show wearing a windbreaker, and domestically, it became an issue when an idol group wore its backpack in a music video. Since then, the Arc'teryx Heliad backpack has become so popular that it often sells out immediately upon release.
At the Arc'teryx store on the 7th floor of the Gwangju Shinsegae main building, you can find items such as the Beta LT jacket (690,000 KRW), loved as a signature windbreaker, and the Atom Hoody (410,000 KRW). Recently, as its recognition as a representative brand of Gorpcore has rapidly increased, some popular items sell out as soon as new stock arrives, enjoying great popularity.
Patagonia, which attracted attention with its unique marketing, is also regaining popularity through the Gorpcore trend.
Patagonia, founded by American rock climber Yvon Chouinard who personally made climbing equipment, became known in 2011 through a unique campaign featured in The New York Times. The 'Don't buy this jacket' campaign, with its provocative slogan from a company selling clothes telling people not to buy clothes, was widely discussed among marketers worldwide.
Patagonia strives to make products environmentally friendly but uses a lot of water and emits carbon dioxide during production, so the campaign urged consumers not to buy unless necessary.
As consumers, especially the MZ generation, increasingly evaluate not only price and quality but also corporate ESG activities, interest in Patagonia is rising.
At Patagonia on the 7th floor of the Gwangju Shinsegae main building, the Triollet jacket (699,000 KRW), commemorating the company's 50th anniversary, is on sale. Made in collaboration with Gore-Tex, the Triollet jacket blocks snow and rain encountered in the mountains while minimizing perfluorinated compounds (carbon emissions). Retro versions of fleece with Patagonia's original logo to celebrate the 50th anniversary are also waiting for consumers.
Lee Dong-hoon, CEO of Gwangju Shinsegae, said, “The Gorpcore trend, which can be worn in daily life crossing nature and the city, is gaining popularity among MZ consumers. Gwangju Shinsegae will continue to steadily introduce various brands that fit the Gorpcore trend, such as SCARPA, Arc'teryx, and Patagonia.”
Honam Reporting Headquarters Reporter Shin Dong-ho yjm3070@asiae.co.kr
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