climbing apparel makers have gone on to assume such a dominant presence in retail
This isn't because the mass market started buying climbing apparel; it's because North Face, Columbia, Patagonia, decided to leverage their brand into the mainstream. You can now buy all manner of cotton citywear with a cool outdoorsy chic from any of these brands, and they're probably making 10X more money. But I wouldn't assume folks are buying more actual climbing apparel.
Whether this dilutes the brands long-term is something we'll see in another decade or two.
This isn't because the mass market started buying climbing apparel; it's because North Face, Columbia, Patagonia, decided to leverage their brand into the mainstream. You can now buy all manner of cotton citywear with a cool outdoorsy chic from any of these brands, and they're probably making 10X more money. But I wouldn't assume folks are buying more actual climbing apparel.
Whether this dilutes the brands long-term is something we'll see in another decade or two.