• The Wall Street Journal, Tuesday, January 18, 2022 5:26 PM

Outdoor brand Arc’teryx’s Gore-Tex jackets have become a TikTok meme, thanks to their waterproof fabric. Ads for the 33-year-old North Vancouver outdoor-gear company often show it being worn on powder-drenched ski slopes. “But lately, Arc’teryx consumers can’t seem to stop wearing the brand’s jackets in a far less extreme setting: their showers,” per The Wall Street Journal. “These clips are weirdly mesmerizing. Many commenters voice the same observation, that the water ‘just beads right off’ the jackets (that exact wording has become meme-ified, becoming part of the in-joke).”

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