It started with trail mix. It ended up on the runway. Gorpcore, a term coined from “Good Old Raisins and Peanuts,” the fuel of choice for hikers and outdoor enthusiasts, has travelled further from its origins than anyone in a Gore-Tex jacket probably anticipated. And it is showing no signs of stopping.
Where it came from
Gorpcore as a fashion language emerged in the mid-2010s, rooted in a simple but radical idea: that the functional kit worn on trails, in the mountains, and across exposed terrain was actually worth wearing everywhere else too. Brands like Columbia and Merrell had spent decades building reputations on technical performance and trail credibility, but a new generation of consumers began reaching for fleeces, cargo trousers, and hiking boots not because they were heading into the wilderness, but because they wanted to look like they could.
The pandemic accelerated things sharply. With cities quiet and people rediscovering the outdoors, performance-led dressing stopped being a niche preoccupation and became a genuinely mainstream way of getting dressed. The timing was right, the product was there, and social media did the rest.
How it crossed over
The crossover into mainstream fashion culture was not accidental. It was driven partly by high-profile collaborations that repositioned outdoor gear as something worth coveting, and partly by consumers simply waking up to what had been sitting on outdoor brand shelves all along.
Merrell’s Moab hiking shoe is a case in point. A boot built for serious trail use, it became a genuine fashion reference point, appearing in street style edits and on the feet of people who had never been near a muddy footpath. Columbia followed a similar arc, with its Omni-Tech outerwear crossing from the campsite to the city, prized for the same waterproof and breathable performance that had always made it a staple for serious outdoor pursuits. Alongside them, brands like Salomon, Arc’teryx, and Patagonia brought further momentum to the movement, collectively shifting the entire category into the cultural mainstream.
Why it's evolving
Gorpcore has always been more than an aesthetic. It taps into something deeper: a desire for clothing that is purposeful, durable, and connected to a life lived actively. As the wellness and longevity movements have gathered pace, that appeal has only strengthened. Consumers are increasingly invested in how they feel, and the clothes they reach for reflect that.
But the trend is maturing, and with maturity comes refinement. The maximalist phase, where more technical details meant more credibility, is giving way to something more considered. The concept of “quiet gorpcore” is gaining ground: elevated performance dressing with minimal branding, premium fabrication, and a palette built on restraint rather than noise. It is a space that suits both Columbia and Merrell well, given that neither brand has ever relied on hype to build its following.
Joe Murgatroyd, Creative Director at Brandnation, sees this shift as a creative opportunity for brands: “Gorpcore has moved well beyond the visual. The brands that are cutting through now are the ones using the aesthetic to tell a bigger story about how people want to live. It’s purposeful dressing with a cultural identity attached, and that’s a much more interesting brief for a creative team to work with.”
Where it's going
The next chapter of gorpcore is being written across a few distinct territories. Performance fabrics are getting smarter, with brands investing in materials that regulate temperature, manage moisture, and reduce environmental impact simultaneously. Sustainability has moved from a talking point to a genuine design brief, and both Columbia and Merrell are well placed here, with deep roots in durable, considered product that is built to last rather than built to be replaced.
Merrell’s continued investment in trail footwear that moves seamlessly between outdoor and urban settings puts it squarely at the centre of where gorpcore is heading. Columbia, with its breadth of outerwear and its long-standing technical credibility, has the range to speak to consumers at every level of the trend, from the casual adopter picking up a fleece for the weekend to the committed outdoor enthusiast building a full wardrobe around function.
The movement began as a nod to utility. It has grown into something that speaks to identity, values, and a broader cultural shift in how people want to live. For brands like Columbia and Merrell, that is not a new story. It is simply the world finally catching up with what they have always stood for.
Looking to position your outdoor or lifestyle brand at the centre of culture, performance and consumer demand?
Brandnation helps outdoor and lifestyle brands turn cultural momentum into campaigns that truly connect. Whether you’re looking to tap into an emerging trend or build long-term relevance with the right audience, get in touch.
About the author
Simarin Tandon | Senior Digital Marketing Manager
Having worked with brands across the Beauty & Wellness, FMCG, FinTech, and Home & Lifestyle sectors, Simarin focuses on driving acquisition and growth, whilst managing the Digital team at brandnation.
A curious marketer, Simarin’s finger is always on the pulse when it comes to performance and digital updates across both paid and organic platforms.
