The line between outdoor performance gear and everyday wardrobe has effectively dissolved in the UK. According to new research commissioned by outdoor retailer Blacks, 74% of Brits now regularly wear clothing designed for outdoor activities in everyday settings, with 29% doing so several times a week.
The data captures a shift the category has been signalling for several years — and it's pushing specialist retailers to rethink how they curate, merchandise, and position.
What the data shows
According to Blacks' commissioned research:
- 74% of Brits regularly wear outdoor-designed clothing in everyday settings; 29% do so several times a week.
- 51% have tried a new outdoor activity in the past year, drawn to it for mental clarity, social connection, and a break from city life — not just fitness.
- 65% cite comfort and 42% functionality as top purchase drivers for outdoor apparel.
- 72% agree outdoor clothing has become more fashionable in recent years.
Why retailers are responding
The shift maps to broader category dynamics. Arc'teryx, Salomon, and The North Face have all leaned into lifestyle positioning, with technical pieces now driving streetwear sales alongside performance use.
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Blacks' 160th-anniversary relaunch, announced today, is a direct response. The retailer is repositioning as a curated, style-led destination, refreshing five "Pinnacle" stores in Brighton, Meadowhall, Glasgow, Aintree, and Harrogate, and narrowing its brand mix to eight: The North Face, Berghaus, Columbia, Mountain Equipment, Rab, Merrell, Montane, and OEX.
The launch also features a collaboration with British rapper Professor Green, whose exclusive edit is built around outdoor pieces designed to move between adventure and city use.
"That connection to the outdoors has had a real impact on my mental health, and it's changed how I think about what I wear too," said Professor Green. "You want pieces that can handle the elements but still feel right when you're back in the city — function and style working hand in hand, not one or the other."
Blacks' refreshed Pinnacle stores are open now, with the Professor Green edit live at blacks.co.uk.
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