Reviving Ski Culture: How Trendy Apparel Elevates Fashion on the Slopes

From its inception, ski culture has been characterized by the uninhibited, adventurous essence of individuals eager to resist convention. 

This can be represented in the outfits a skier or snowboarder chooses, where their style is as much a declaration as their technique. However, as consumers continuously receive pushes to acquire the latest and greatest gear from major brands, is the culture in danger of losing its edge? 

In recent times, a number of skiers have spoken about how being more mindful with their clothing selections has enabled them to showcase their individuality more effectively — and has rekindled their enthusiasm for the sport both in themselves and others. 

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“I always had an interest in fashion as a child, but I never found that outdoor clothing resonated with my fashion preferences,” remarked Anna “Teddy” Tedstrom, who grew up close to Vail and now has her own ski fashion brand. “I never thought that ski fashion captured how I felt or boosted my confidence with the choices I was making.”

This began to shift when Tedstrom, a competitive skier from ages 8 to 18, relocated to New York City to pursue design studies. During a return visit to Colorado over winter break, she joined a group of friends for a skiing excursion, where everyone sported a pair of their parents’ ski onesies from the ‘80s. 

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With her friends being at varying skill levels, skiing proved to be more challenging for some. She mentioned that the onesies added a sense of fun to the trip. 

“The outfits made us feel more self-assured and diverted us from our fears,” she said, turning even the mildest of bunny slopes into a memorable adventure. 

Delighted with their attire, the crew went on a shopping spree for vintage skiwear afterward, and she utilized her design abilities to sew, patch, and customize their finds. Soon, passersby began to notice their outfits on the slopes and inquired where they procured their garments. 

This prompted Tedstrom to conceptualize her own ski clothing line, which ultimately evolved into her online and pop-up store venture, Hoohah. Drawing inspiration from the fashion styles of the 1960s and ’70s, along with influences from Dolly Parton and rockabilly aesthetics, Tedstrom’s collection features floral patterns, flared trousers, and embroidery. 

“Many people express that it’s cheerful, which is wonderful because I aim to bring happiness to those outdoors and excite them to be out there,” she explained. 

Her garments made their debut in 2022 at a fashion event in Denver, where she earned a people’s choice award for best emerging designer. She proceeded to present her collection at a ski fashion event in Carbondale in 2023. 

Tedstrom emphasized that it is crucial for her attire to be not just enjoyable but also weatherproof, utilizing materials that are double-insulated, waterproof, and sufficiently technical for the everyday skier or snowboarder. She believes it serves as a reminder that fashion does not have to be compromised for functionality. 

“You don’t need to decide between looking stylish and staying warm,” she stated. 

For some, however, opting for aesthetics over utility is part of the intention. 

U.S. professional skier and three-time Olympic medalist Nick Goepper has made sporting blue jeans a signature aspect of his persona as an athlete.

It’s a selection he mentioned has aided him in rekindling his relationship with a sport that, in some aspects, has strayed increasingly from its origins.

Growing up in southeastern Indiana, he remarked that skiing in denim is “something that is quite prevalent in the Midwest, particularly among communities with fewer economic resources.”

Goepper, who concluded a prosperous slopestyle career after the 2022 Winter Olympics in Beijing, returned to the competitive scene a year and a half later. He now participates in the freeski halfpipe — and has sported his blue jeans since then.

“I had essentially a blank canvas to work with that permitted me to discover a level of confidence that I had not truly possessed before,” he stated. “The jeans bring joy to skiing. What I cherish about skiing is its deeply rooted culture. It’s a way of life. It’s about enjoying the outdoors, sharing the mountains with companions, sleeping in the parking lot … as that’s how I was brought up.”

He is the first to confess that jeans — lacking insulation and flexibility — rank among the least comfortable attire for skiing. However, wearing jeans is less about the actual apparel and more about the underlying significance.

His style is a tribute to blue-collar communities and the early days of skiing culture before it transformed into a multibillion-dollar industry, which has created obstacles for those on the lower end of the financial spectrum.

“Nobody puts on jeans to ski because they want to; they wear jeans because they have to,” Goepper remarked, explaining that he only dons jeans in competitions because “when the lights and cameras are focused on me — that’s when conveying that message is most crucial.”

Though skiing in denim has become linked with inexperience or being a novice — referred to as a “jerry” in skiing jargon — Goepper emphasized the significance of making the sport open to everyone.

“On one side, it’s an amusing stereotype; on the other side, I hold a deep appreciation for these individuals,” he stated. “The more diverse groups from various backgrounds that participate, the richer and more enjoyable the culture becomes.”

Over the last decade, “I’ve observed a transformation in my sport and the ethos of resisting conformity shrink into something akin to little league baseball, with many rules and regulations,” Goepper explained. “It’s almost becoming what the essence of the sport attempted to move away from 25, 30 years ago.”

He expressed that style plays a role in restoring that spirit.

“The aim is to make skiing enjoyable and accessible once more,” Goepper remarked. “Skiing, as much as it pertains to the athletic endeavor, is also about social interaction. The necessity for substantial gear to partake in this sport opens up numerous possibilities for personal expression and customization for friends and unfamiliar observers.”

Tedstrom, the clothing designer, stated that she observes a growing number of individuals expressing their uniqueness on the slopes. Vibrant, quirky, and even trendy outfits are transcending special occasions and becoming a common feature of a skier’s attire.

“When you don an exceptionally stylish outfit down the street, you feel at your best,” she noted. “I believe it’s the same on the slopes.”