Dispite the beloved retailer and brand seeing ownership, name, and unpopular logo changes in recent years, with the Apex Collection, MEC seems to be very much back on its bullshit, in the best way possible.
“MEC has 50 years of heritage in the outdoors and in the backcountry, but the Label had lost its way over the last 10 years," says Ketcheson. "We got caught up trying to be all things to all people, especially in technical apparel." Now though, the "goal is to sharpen the brand and stay authentic by using the archives as a roadmap to what makes us special.”
The first product to don the updated mountain logo, the Apex Collection feels equally worthy of the brand’s storied past and bright future. “Closely following the logo launch was a design audit of our product heritage to re-discover our design language,” Ketcheson explains. “The timing was perfect to refine classics from the ‘90s but with modern materials, fits, and features. The Apex Collection is not about retro-product but rather re-discovering our DNA and celebrating the mountain re-launch.”
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For more vintage-inspired gear, check out the retro classic Free Spirit boots by Danner.