There’s nothing quiet about this 2024 trend that has fashionistas swapping out heels for hiking boots.

Marrying technical and performance apparel with minimalism, the “quiet outdoors” trend features “modern earthtones, clean stitch lines, and functional yet understated details,” and has potential for the promotional products industry, says Kathleen Baker, creative director of Boulder, CO-based Hexa Custom (asi/60557), which specializes in highly customizable outerwear.

This trend emerged largely due to behavioral changes spurred by the pandemic. Research shows that as people increasingly found connection with nature after being barred from indoor settings, they made more active lifestyle choices, choosing hiking and walking vacations over less-active getaways, says Vicki Ostrom, trend analyst at Top 40 supplier SanMar (asi/84863).

The fashion industry followed suit, with the outdoor apparel sector surging in revenue post-pandemic.

Of course, it’s not the first time the runway has drawn inspiration from outdoor gear. A few years ago “gorpcore” – named after the iconic trail mix made up of “good old raisins and peanuts” – was making waves for merging outdoor apparel with streetwear’s bold aesthetic, creating versatile and functional garments perfect for natural or urban settings.

But over the past year, there’s been a shift away from flashy pieces. Quiet luxury, a movement brought to the forefront by Gwenyth Paltrow’s civil lawsuit in 2023, emphasizes the understated elegance of luxury items without bold logos or garish color schemes.

Quiet outdoors, spotted on the likes of Bella Hadid, is the byproduct of both gorpcore and quiet luxury. “Quiet-outdoor styles are likely to gain popularity in the year ahead, with consumer preferences shifting from flashy performance jackets and cargo trousers to elevated garments with minimal logos while still featuring technical fabrics,” according to the Business of Fashion’s annual “State of Fashion” report.

The “quiet” aspect of this trend refers to minimalism and neutral coloring, but that doesn’t mean it’s simple, Ostrom says. “There’s a trend right now toward multiple, bigger pockets that are placed on the outside of the garment so that’s it’s easy to get to and function,” she adds. “So, these pieces can be pretty busy.”

This heavyweight parka (J363) is offered by SanMar (asi/84863).

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Quiet outdoors is more than just a fashion trend, Ostrom and Baker note. It also signals a cultural shift in how apparel is designed and what consumers are looking for from their clothing.

“It’s value-driven,” says Ostrom, who explains that this may seem counterintuitive to those who think of luxury items as just the extravagant way the super-rich dress. “Actually, quiet outdoors has to do with the idea of buying something worth having because it has a longevity to it and is made super-well.”

Baker says the trend’s inherent connection to nature brings sustainably led design to the forefront. It emphasizes durability and performance of materials, creating apparel that can last a lifetime.

She points to Hexa’s new reversible sherpa jacket, lined with both sherpa fleece and nylon, as an example of a high-quality, versatile garment that can be worn on the slopes or meeting up with friends.

“People want the best bang for their buck,” Baker says. “They don’t want to have a jacket or vest that’s specific to one thing, because suddenly, there’s too many products hanging in your closet.” she says.

The women’s reversible sherpa jacket from Hexa Custom (asi/60557) is available in 20 colors.

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According to Ostrom, the trend emerged in promo when higher-end brands like North Face, Patagonia and Eddie Bauer started pulling back from loud color-blocking and adding more white pieces, understanding that mono-colored items are more gender-fluid.

“These higher-end brands are leading the way with picking colors that are more trans-seasonal and gender-fluid, which generates better sales because they’re more attractive to a wider range of people,” Ostrom says.

The main audience for quiet outdoor promo apparel has been Gen Zers and progressive tech companies, who want to appeal to a younger demographic by letting employees make decisions about the corporate gifts they receive, according to Baker. Nevertheless, she adds, quiet outdoors has appeal for every demographic, due to smaller design details that are on-trend, but also timeless.

An increase in outdoor meetings and corporate retreats have also contributed to the growth of quiet outdoor pieces in promo, Ostrom says. Plus, the growth of “bleisure” traveling – trips that combine business and leisure – has contributed to end-users’ desire for multifunctional pieces. “There’s an inherent need to not bring more items than you need,” she says. “Having a garment that works for both is of great value.”

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