Arc’Teryx toes the line between city streets and backcountry trails in a way that few other brands could dream of. Functionality and practicality are at the core of all Arc’Teryx does, but that hasn’t prevented it from collaborating with street culture heavy hitters like Palace and BEAMS. This versatile ethos has garnered the Canadian brand fans all over the world, and it boasts an especially avid following in New York City. Recently Arc’Teryx opened its second NYC flagship in Manhattan’s Flatiron district — a new “Icon Store” concept that aims to provide a more streamlined, personalized shopping experience.

Standing mere blocks from the Flatiron Building and Madison Square Park, Arc’Teryx Flatiron is a bright, airy space with a pleasing scent thanks to its backcountry hut-inspired wooden frame interior design. The product selection is centered around Arc’Teryx classics like the Beta and Gamma jackets plus new seasonal pieces and accessories like bags and hats. This curated assemblage provides a no-frills shopping experience by offering styles that are especially popular in New York City. “Icon stores allow us to build stronger connections with our community through a specific assortment that fits its needs,” store marketing manager Jordan Thomas told HYPEBEAST. “Our number one goal is to educate the community on Arc’teryx product and its proper usage for city and outdoor wear.”

With this refined selection and a staff from all walks of life — skateboarding, high-end fashion, outdoor gear — Arc’teryx Flatiron aims to be just as much of a community hub as it is a retail location. Apart from the in-person shopping experience, Arc’Teryx also offers a “Virtual Advisor” program, where shoppers are able to connect with a store associate through FaceTime, receiving a personalized experience even if they’re not physically in the store.

Get a look at Arc’Teryx Flatiron above, and check it out in person if you’re based in NYC. The store is located at 139 5th Avenue, New York, New York 11010. Operating hours are from 11 AM to 6 PM Monday-Saturday and 12 PM to 5PM on Sundays.

For more from Arc’Teryx, check out its new Spring 2021 collection.

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