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.
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 autmn/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 tellsAnd more newcomers have shaken up the market too. Beyond new labels, this year since a slew of designer collaborations worth shopping.