Why REI is bringing back a parka from 1986

The outdoors may be having a fashion moment at the moment, but REI is looking to its past to make its mark on the trend.

The outdoor retailer has teamed up with Japanese fashion brand Beams to revive its Expedition Parka—from 1986, no less—giving the almost 40-year-old design a contemporary makeover.

The limited-edition jacket, priced at $599, launched last month online and in select stores, with just 500 pieces as part of REI’s 2025 partnership with Beams and Swiss performance brand On.

“One of [Beam’s] buyers really saw REI as the quintessential American outdoor brand, and I think, in some ways, helped us to really realize that in kind of a different way to see the co-op through someone else’s eyes,” Scott Mosher, creative director of brand at REI, told Retail Brew.

While the updated version holds the original’s retro silhouette, the makeover has meant contemporary materials, recycled fabrics, and a contrasting hood inspired by archival jackets that customers customized themselves.

Old is new: Mosher believes the growing appetite for vintage and archival designs reflects consumers’ desire for authenticity. “There’s both a kind of vintage revival and a nostalgia revival happening right now,” he said. “My hypothesis about where that comes from is that people really want real, authentic stories that came from a real place.”

And while the parka’s price point could attract a different demographic, Mosher said REI’s existing customers are also increasingly interested in style. In fact, the decision to produce just 500 jackets was deliberate, aimed at generating excitement and a sense of exclusivity.

“For us, limited edition drives a bit more energy in the marketing,” he said. “It gets people excited.”

Fashion forward: As outdoor brands increasingly blur the lines with streetwear, Mosher sees an opportunity for REI to capitalize on its heritage while staying true to its technical roots.

“This jacket definitely probably got broader coverage than other projects because it does have that kind of crossover appeal,” he explained.

Still, the retailer’s longer-term ambitions remain firmly rooted in performance as it focuses on technical innovation across hiking, backpacking, camping, and running, with plans to introduce new materials and fabrication technologies developed through its Magnuson Lab…with some added style.

“We think you should be able to do your favorite activity and look good doing it,” Mosher said, “and not look out of place after you’re done going to get you know a coffee at your local cafe.”