“We don’t start with easy problems. Hard problems are generally the most rewarding”: Inside System 0, Arc’teryx’s plan to rethink the life of a jacket

Arc'teryx System 0.

When Katie Becker first saw Arc’teryx at a trade show in 1998, the brand stood out because it was doing almost everything differently.

At the time, snowboard and outdoor clothing was dominated by bright colours, oversized fits and bold graphics. Arc’teryx had taken a different approach.