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About the Issue Welcome
to the 89th issue of B. In
November 2011, B published its first issue. I¡¯m not the type of person who puts
a lot of weight on numbers, but while we were getting ready for our tenyear
anniversary events last year, I daydreamed often about the significance of the
past ten years. It all started when I was handed B¡¯s Freitag issue a decade
ago. Back then, I was working as an editor at another magazine company, feeling
pretty tired of the infinite cycle of deadlines. I was always up on the news,
meeting new people from all walks of life, but I lost motivation and didn¡¯t
know what I had to write for. B¡¯s format covers only one brand throughout the
entire issue, and that struck me as refreshing. I was lucky to join the
editorial team of B from the fourth issue, and more luckily, I¡¯m here now
celebrating the magazine¡¯s tenth anniversary. Anyone
who looks closely can see how tiring bookmaking is. We always feel forced to
surrender totime as its finiteness runs diametrically opposed to our pursuit of
perfection. But, sure, this may be true in all fields. Despite it all, there
are some ¡°shining moments.¡± Not everything in the world of a particular brand
is flattering, but from time to time, I¡¯m surprised by a pure energy in one.
I¡¯ll be mesmerized by a remark made by a brand¡¯s founder, the hospitality of a
store clerk, the perfect system of a manufacturing facility, or the passion of
an artisan. We¡¯ve uncovered some fascinating aspects of many brands over the
last ten years. And our growing readership is clear evidence that today¡¯s
brands are more than just businesses. As
we looked into Arc¡¯teryx, a Canadian outdoor label, we felt that thrill again.
We felt the brand¡¯s high aspirations from how sincerely committed they are to
performance and quality. They already have hundreds of well-made original
products, but they continue toquestion, research, and experiment to make even
the slightest of improvements. It¡¯s not just their designers, engineers, and
managers working toward this; all the partners they work with are 100 percent
committed to this common goal. Dan Green, a key figure behind the brand¡¯s
countless innovations for the past 21 years, says, ¡°If we discover an
extraordinary fabric and make some improvements, many people on the streets
will not notice the difference. For us, however, the best thing is making good
products.¡± They are indifferent to all but substance, and their attitude is
reflected in their products. That¡¯s why people who¡¯ve ever used Arc¡¯teryx
products like the Alpha SV jacket say nothing more than: ¡°Just try it on.¡± These
minute improvements Arc¡¯teryx has made have many implications for other brands.
Without respect for the prototype, making a product greater and better is an
impossible task. After producingnearly 90 issues of B, we have become sensitive
to brand origin stories. Perhaps the brand is all about that moment when one
person¡¯s great idea comes into existence after overcoming countless obstacles
and cynicism. The force that pushes a brand past all these roadblocks can be
called its DNA, and we want to tend that spirit as much as possible. So, in
celebration of B¡¯s tenth anniversary, we look back to the beginning. Eunsung
Park Content
& Editorial Director
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