What’s New In Ski? These Labels Are Rising Within the Heritage-Dominated Market
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Skiwear is one of those corners of the apparel market dominated by brands that have been around since the early days of the sport itself. Consider that Rossignol was founded in 1907, Bogner in 1932, Fusalp in 1952, and Moncler in 1953, etc. For decades, shopping for ski meant shopping heritage labels with established reputations. And it makes sense; the products require technical knowledge, extreme craftsmanship, and durability, and for a time, there wasn’t an appetite for fashion with a capital F on the ski slopes. But that was then, and this is now. Skiwear has seemingly become the new frontier for high fashion—because what is a piste, if not a snowy catwalk?—with fans of the sport eager to showcase their personal style. Brands, and retailers, meanwhile, have been taking notes.
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In 2014, Net-a-Porter launched a ski shop; and in 2020, Dior launched its first-ever ski collection. Last year saw the collaboration between ultra-elite mountain-top members club Aspen X and Prada, Isabel Marant dabbled in ski, and Miu Miu’s Fall/Winter collection was hosted at a lodge in Italian Dolomite Alps and read like an ode to après ski. It’s all built up into one of the most exciting new categories of fashion, with young brands eager to make their mark.
For Shoreditch Ski Club, which was launched in 2018 by Will Beedle, environmental responsibility is paramount—as is the ability to wear your ski jacket just about everywhere come wintertime. “If you’re launching a brand today, why would you not embed some level of responsible practice and sustainable materiality,” Beedle tells Vogue. And more newcomers have shaken up the market too. Beyond new labels, this year since a slew of designer collaborations worth shopping. Below, a roundup of what’s new labels and new collabs to shop now.
Founded by Wil Beedle, Shoreditch Ski Club fuses downtown street style with the technical requirements of skiwear. Regarding the name, Beedle explains, “our skiwear makes as much sense in the streets of our East London neighborhood of Shoreditch as it does on the slopes of Aspen. And, you know, who doesn’t love a club!” Plus, SSC isn’t limited to your ski trips; Beedle cites seeing his pieces on the streets in between shows at London Fashion Week and art fairs like Frieze London. (“In my humble opinion, they always look cool and confident… and warm!”) The label’s puffers and even leggings are meant to carry you through wintertime as seasonal wardrobe staples. But where Shoreditch Ski Club really sets itself apart from the others is its sustainability practices. The label’s signature ‘Willow’ puffer is constructed with 100{a0ae49ae04129c4068d784f4a35ae39a7b56de88307d03cceed9a41caec42547} recycled fibers, from the outer shell to the insulating filling—it all makes for the equivalent of about 10 plastic bottles.
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Cool girls know Khaite, but they might just be learning of the label’s foray into the ski category. The just-launched 17-piece capsule collection features an array of ski-ready pieces and, perhaps more importantly, après skiwear. The New York-based label’s beloved knitwear got a Fair Isle twist, while red puffers add a punch of color against the snowy mountainside. Shop all of the pieces exclusively at Khaite and Mytheresa.
Want to look really good zipping down Ajax? As in, evoke a Bond-girl glamour in pieces? Cordova is the brand for you. Named after the Alaskan town, the label was founded in the winter of 2016 and has since made a name for itself as the brand for second-skin ski suits. Styles come with belts because why not show off your waist while you’re showing off your Black Diamond skills?
Launched in October 2014 by Tove Grane and Oyvind Lauritzen, We Norwegians (which is, yes, founded by two Norwegians) offers an all-important but not often-seen component of ski-wear: baselayers. As the popularity of second-skin catsuit ski suits continues to rise, the need for body-skimming knitted base layers does too. Crafted almost entirely from wool (the label is committed to the use of natural fibers), We Norwegians offers merino wool and blended leggings, turtlenecks, and more in simple but sophisticated colorways and patterns–a stripe here, a chevron there. And even if you don’t ski, pieces can be worn like knitwear.
Fans of Ssense, Chopova Lowena, and tie-dyed cashmere—you know, the cool crowd—now have a brand crafting ski wear to outfit them on the slopes. Meet Aztech Mountain, a New York and Aspen-based brand founded by David Roth and Heifara Rutgers in 2013. The offerings of high-performance outerwear feature hints of streetwear with fresh patterns; current offerings include a marbled composition notebook-like pattern and pale lilac puffers.
Though Canadian cold-weather outfitter Mackage is not a new label, having been founded in Montreal in 1999, the brand has recently amped up its ski offerings (also debuting snow-friendly footwear in 2020). For ski suits that will really and truly keep you warm (no jacket required!) and belted puffers trimmed with shearling, Mackage is quickly becoming a go-to brand for the ski set. The look is slick and unfussy and subtly sporty.
Though Jetset was technically founded in St. Mortiz in 1969, the brand ranks as a new name to know, having been fully relaunched in 2018. Though Jetset takes ski seriously, the brand’s offerings are free-spirited with leopard-printed ski suits, separates boldly patterned with flying tropical birds, or a selection of legging-style pants (you can actually ski in!) in a subtle metallic silver hue.
For fashion girls, there’s really just one ski brand, Perfect Moment. Given the number of “Aspen” sweaters populating chalets and ski lodges, you’d have thought the brand had been around for much longer than it actually has, but it was only launched in 2017 by ski racer and filmmaker Thierry Donard. Signatures of the brand include star motifs, bold houndstooth checks, and yes, a selection of merino turtlenecks emblazoned with on-theme words like “Ski,” “Piste,” and “Après.” No ski wardrobe is complete without just one!
Launched in 2002 and relaunched in 2018 by pro-snowboarder Mikey LeBlanc, Holden is a Venice, California-based label perfect for the ski-serious who want a bit of fashion in their ski look. In lieu of Bond girl catsuits, you’ll find boxy, retro-ski suits and fleece puffer coats so cozy and chic, you’d never think it was actually meant for skiing.
Founded by Karelle Golda, Ariana Ferwerda, and Kiley McKinnon (the latter being an Olympic freestyle aerial skier), Halfdays is a collection of ski clothes designed by women, for women. In addition to ensuring their pieces be well-priced, Halfday offers extended sizing. The idea being that everyone should look and feel good whilst hitting the slopes. Aesthetic-wise, the pieces have everything you need and nothing you don’t; solid-colored separates that can be mixed and matched.
Founded in 2003 by Erin Isakov, Erin Snow was a minimalist fashion girl’s dream ski label. Plus, the brand is highly focused on sustainability; performance ski clothing relies on synthetic fibers, but Erin Snow sees the challenge as an opportunity to integrate recycled materials. All the label’s waterproof pants and jackets are crafted from a fully recycled fiber; plus, their puffer coats feature a vegan, recycled, and recyclable down alternative. Featuring bold stripes, thoughtful color-blocking, and no logos, patterns, or graphics, Erin Snow’s ski pieces are incredibly slick, chic, and timeless.
The Italian label is no stranger to the ski category—for several years if you spotted a snow bunny in a floral catsuit, chances are she was in Dolce. New this year, though, is a collection designed for Mytheresa, which could be described as pop princess—Zebra ski jackets featuring a Barbie-pink logo or doodle-like graffiti in black, white, and pink. It’s all very Mean Girls burn book in the best possible way.
For the second time, Michael Kors has teamed up with Ellesse, the Umbria, Italy-based activewear label, for a wintery capsule collection. Best of all are the campaign images featuring Emily Ratajkowski in a striped getup leaning on David Agbodji on a snowy mountaintop. Though the collection can’t fully outfit you for the slopes, the blue, orange, and red-striped pieces will get you halfway there. Layer up with turtlenecks and leggings, top the look with a puffer, and there are some accessories (beanies, goggles, and backpacks) to round out your look.
