Arc'teryx: Outdoor brand apologises for 'dragon' fireworks in Himalayas

Officials are investigating the firm after the display drew backlash for its potential environmental impact.

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Videos from the 19 September event show multi-coloured fireworks erupting across foothills in a display intended to resemble a dragon, designed by Chinese artist Cai Guo-Qiang.

But the promotional campaign sparked a barrage of criticism online, with people saying the stunt contradicts Arc'teryx's image as a conservation-focused brand and calling for a boycott of its clothing line.

The Canadian firm apologised for the display, saying it was "out of line with Arc'teryx's values".

The firm said that it will work with an external agency to assess the project's impact, adding that it had used entirely biodegradable materials. Arc'teryx also said that the spectacle was aimed at raising awareness of mountain culture.