Out with the summer sweatfest, in with “coolcations.” As temperatures rise, vacationers are heading to colder destinations — sparking a surge in summer sales for outdoor apparel brands. From waterproof caps to hiking gear, travelers are gearing up to escape the heat.

• As summer travelers swap the Mediterranean for Scotland, Scandinavia, and Germany, Google Trends shows that searches for waterproof clothing searches peaked from May to July.
• The UK’s “lush, green countryside, rivers, and lakes are a huge tourist attraction,” noted the CEO of Sealskinz, a Norfolk-based outdoor brand with booming sales.

Riding the coolcation wave: Outdoor brands are cashing in as cool climates gain popularity. Sealskinz saw summer revenue soar, with some item sales up 150% since last year. Amer SportsAS

— owner of Arc’teryx, Salomon, and Wilson — reported a 34% year-over-year surge in outdoor performance apparel sales. Meanwhile, Mountain Warehouse is capitalizing on the trend by opening 50 new stores. In an odd twist of events, “Winter is coming” has become the new summer slogan.