Reviving Ski Culture: How Stylish Apparel is Shaping the Slopes!

Since its inception, ski culture has been defined by the adventurous, free-spirited nature of individuals eager to resist the mundane grind. 

This can be reflected in the attire that skiers or boarders choose to wear, where their fashion becomes as much a declaration of identity as their skiing skills. Yet, amidst a climate where consumers are perpetually inundated with appeals to purchase the latest and greatest equipment from prominent brands, is the culture losing its distinctiveness? 

In recent times, several skiers assert that being more deliberate with their garment selections has allowed them to better express their individuality — and reignited their fervor for the sport within themselves and their peers. 

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“As a child, I was always interested in fashion, but I found that outdoor gear never aligned with my style,” remarked Anna “Teddy” Tedstrom, who spent her youth close to Vail and now operates her own ski fashion line. “I never experienced ski fashion in a way that resonated with my feelings or boosted my confidence in what I was discovering.”

This shifted when Tedstrom, a competitive skier from ages 8 to 18, relocated to New York City to pursue design studies. During a visit back to Colorado over winter break, she joined a group of friends for a ski trip, with each wearing retro ski onesies from their parents that dated back to the 1980s. 

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With varying levels of skiing experience among her friends, skiing posed a greater challenge for some. Tedstrom noted that the onesies contributed to making the outing more enjoyable. 

“The costumes boosted our confidence and helped mitigate our fears,” Tedstrom commented, turning even the mildest bunny slopes into memorable adventures. 

Captivated by their attire, the group later went vintage skiwear shopping, and Tedstrom utilized her design expertise by sewing, mending, and personalizing their finds. Eventually, onlookers began to take notice of their styles on the slopes and inquired about where they had sourced their outfits. 

This inspired Tedstrom to conceptualize her own ski clothing line, which eventually evolved into her online and pop-up business, Hoohah. Drawing inspiration from the fashion movements of the 1960s and ’70s, along with influences from Dolly Parton and rockabilly aesthetics, Tedstrom’s collection features floral patterns, bell-bottomed pants, and embroidery. 

“Many individuals have remarked that it evokes happiness, which is fantastic because my goal is to create joy for them in the outdoors and to ignite excitement about being there,” Tedstrom expressed. 

Her apparel made its debut in 2022 at a Denver fashion showcase, where Tedstrom received a people’s choice award for best emerging designer. She subsequently featured her line at a ski fashion show in Carbondale in 2023. 

Tedstrom emphasized the significance of her garments being not only playful but also resilient against the weather, constructed with materials that are dual-insulated, waterproof, and sufficiently technical for everyday skiers or boarders. She pointed out that one need not compromise style for practicality. 

“You don’t have to opt between fashion and warmth,” Tedstrom asserted. 

Conversely, some individuals find that prioritizing aesthetics over functionality is part of the experience. 

U.S. professional skier and three-time Olympic medalist Nick Goepper has made the choice to ski in blue jeans a key aspect of his persona as an athlete. He mentioned that this choice has allowed him to reconnect with a sport that in certain aspects has veered away from its original foundations. 

Having grown up in southeastern Indiana, Goepper noted that skiing in jeans is “something quite common in the Midwest, particularly within less wealthy communities.” 

Goepper, who concluded a fruitful slope-style career following the 2022 Winter Olympics in Beijing, rejoined the competitive arena a year and a half later. Now, he takes part in the freeski halfpipe — and has been sporting his blue jeans consistently since then.

“I had what you could call a fresh start to work with that provided me the chance to uncover some confidence I never truly possessed,” he stated. “The jeans make skiing enjoyable. What I adore about skiing is the profound cultural roots. It’s a way of life. It’s about engaging with nature, sharing the mountain with companions, camping in parking lots … because that’s how I was brought up.”

Goepper is the first to acknowledge that jeans — which offer little insulation or flexibility — rank among the least comfortable attire for skiing. However, donning jeans symbolizes more than just the fabric itself; it conveys a significant message behind the choice.

His attire is a tribute to working-class communities and the foundational days of ski culture, before it transformed into a multibillion-dollar sector that has created obstacles to entry for those at the lower end of the financial spectrum.

“Few people ski in jeans out of preference; they ski in jeans out of necessity,” remarked Goepper, who only wears jeans during competitions because “when the lights and the cameras are focused on me — that’s when it’s crucial to convey that message.”

Although skiing in jeans has become linked to being a novice or unskilled — referred to as a “jerry” in skiing vernacular — Goepper emphasized the need to make the sport welcoming to all.

“It’s amusing to have that stereotype, but I have a great appreciation for these individuals,” Goepper commented. “(The) more diverse groups participating, the culture becomes richer and more enjoyable to engage with.”

“Over the last ten years, I’ve observed my sport and the essence of challenging the status quo morph into something akin to little league baseball with countless rules and regulations,” Goepper expressed. “It’s nearly paralleling what the essence of the sport aimed to break away from 25 or 30 years ago.”

He believes that style plays a role in reviving that spirit.

“The essence lies in making skiing enjoyable and accessible once more,” Goepper remarked. “Skiing, though it involves athletic performance, is equally a social experience. The necessity of wearing multiple layers for this sport creates numerous chances to personalize and showcase your individuality to your peers and random spectators.”

Tedstrom, the fashion designer, stated that she observes an increasing number of individuals embracing their character on the slopes. Fun, eccentric, and even stylish outfits are no longer just limited to special occasions but are progressively becoming an everyday feature of a skier’s attire.

“When you sport a really impressive outfit down the street, you feel on top of the world,” Tedstrom noted. “I think it mirrors the same sentiment on the slopes.”