Shall We Talk About Skiwear?
A knee-deep powder dive into ski culture, featuring Brand Chat vol. 5 with SENIQ and more.
I started skiing when I was nine at Tenney Mountain in New Hampshire. It was (and still is) small, family-friendly, and independently owned. There were two chair lifts, one of which was a creeky old double that took ~20 minutes to go about 1,500 meters. I looked up how much an adult weekend/holiday lift ticket cost in 2002. Can you guess? It was $37. The terrain was great for beginners, with plenty of slippery, jittery hardpack to turn me into a classic Ice Coast skier. Powder was something I heard about, but never experienced.
I skied in baggy jackets and pants my mom found at Burlington Coat Factory. My twin had exactly the same kit. Who cares about individuality when there’s a sale on? We layered our two-sizes too big gear over sweatshirts and mismatched waffle longjohns. I had no concept of skiing as an activity that could be fashionable. It was about spending time outside with my cousins during February vacation singing show tunes on the chair lift and racing down a headwall.
Today, skiing – like so many leisure activities that signal wealth and status – has undergone a style revolution. In many ways, the boom in ski fashion is a return to the glory days of the 60s, 70s, and 80s – when bold looks were de rigueur on the slopes.
My social media feed is saturated with stylish ski brands tempting me: from women-founded American upstarts like Halfdays, SENIQ (more on them below!), and Jorde to Euro-chic brands like Goldbergh and Perfect Moment. Even Farm Rio from Brazil has a ski collection. If I was less frugal this set would already be mine.
While I consider myself a fairly avid skier, I am not a participant in the sport’s sub-cultures. What do I mean by that distinction? To me, it’s like being a runner but not joining a run club or following any running social media, athletes, or podcasts. You do the activity, but you don’t indulge.
I love to ski, but I don’t wax poetic about the differences between Black Crows and Nordicas, or the backcountry at Copper Mountain vs Whistler, or the best mountains in Japan. So, I wanted to speak with someone more embedded in the community to get their take on the skiwear boom and what it means for the sport’s culture.
I was psyched, then, to see the launch of Slopeside by Chloe Harlig, a “winter dispatch covering mountain news, winter trends, high-quality skiwear, and tips for winter recreationalists.” So Chloe and I hopped on a Google Hangout this week to chat about all things alpine style.
The Mountain is My Runway
Chatting with Chloe Harlig, the Denver-based founder of Slopeside
What was your introduction to skiing? Do you remember what you wore?
I learned to ski when I was three, a wee tot. I grew up in Park City and ski raced as a kid. A pro career didn’t pan out for me. But I went to high school in Alaska. So skiing has always been a huge part of my life.
As far as my first ski look goes, it was a monochromatic magenta set with flowers and a cinched waist! I was a sunglasses girl then. And no helmet – but that was the era!
From my POV, it feels like skiing, or at least the women's side of it, is having a similar resurgence that running is having. It's becoming more community-oriented and more fashionable. What are you seeing happening in terms of the sport and style?
I totally agree. The idea behind my Substack came because so many of my NYC friends, who aren’t big skiers – maybe they go 1-2 times a year – were texting me, asking where to shop for the best winter gear. Something clicked a few years ago and brands realized that technical, performance skiwear can also be stylish, flattering, and interesting. There are brands like Bogner, arguably the OG in the luxury skiwear category, that have done a great job of consistently producing stylish pieces that perform well, but their price tag is steep and inaccessible to most. It’s really nice to see more affordable brands following suit.
I'm curious if you agree but it seems like there was a moment when skiwear was super cool. I'm thinking of the 1960s and Audrey Hepburn in Charade or Princess Diana in the 80s. Then somewhere in the late 90s, early 2000s it got boring (look at pictures of Kate Middleton skiing in 2007.) Now stylish skiwear is booming, but I'm interested in how you see this kind of ebb and flow of style on the slopes.
I agree that there was this technical renaissance with the sport in the 90s and all of a sudden everything was either boring and black/white or highly patterned, graphic – that kind of snowboarding aesthetic. In recent years, brands have identified that you can have both – form and function. I also think there’s this notion that if you wear chic skiwear, you are inherently a beginner skier, which is funny to me. My favorite thing is wearing an over-the-top ski outfit but being a sick skier. Your outfit has nothing to do with your ability. Even Lindsey Vonn was once featured on Microwaves of Aspen!
Speaking of Instagram, how do you think social media has contributed to this push for fashion on the slopes?
I think that the influencer/creator era has played a huge role in the rise of more fashionable skiwear. All of a sudden we’re seeing these chic girls in brands like Perfect Moment, Goldbergh, and Cordova on the slopes (and all over TikTok/Instagram), and then everywhere I look is a houndstooth Perfect Moment set. Granted, those are super expensive brands but the desire to look more stylish while skiing has certainly been bolstered by social media sharing.
Now people care a lot more about what they look like on the mountain. And brands are reacting to that desire to wear cute ski outfits and share cute ski outfits. You’re seeing places like Moda Operandi and Net a Porter doing skiwear edits on their sites. When we were kids, our options were ski swaps or visiting REI and hoping they had something fun.
Some mountains are much more style-driven than others. For better or worse I'm team “Ski the East,” which means none of the places I grew up going are particularly fashionable. TBH showing up in a bold ski outfit might get you laughed off the chair lift at Cannon. What mountains are particularly stylish do you think? Which are the mountains that are all about performance?
There are the obvious ones such as Aspen, Deer Valley, and Beaver Creek that are known for luxury, fashion, and vibes as much as they are for their terrain (if not more). Arapahoe (A-)Basin, Snowbird/Alta, and Grand Targhee come to mind when you think of more technical performance mountains. There are a few that sit in the middle like Jackson Hole and Telluride. Steep mountains with technical terrain yet the towns and surrounding area have been somewhat Aspen-ified so you get a little of both sides.
I feel like the Europeans have always been a few steps ahead of Americans when it comes to ski style. What are some differences, if any, that you've seen?
Given that après ski culture is significantly more of a thing in Europe, I think they dialed in the notion of slope-to-street looks before we caught on over here. I see Europeans wearing gorgeous cashmere turtlenecks/base layers that you could wear out and about after vs. Americans in traditional and functional Smartwool pieces that are less attractive. But, many brands are now laser-focused on base layers (Halfdays, Free People, My Sunday Ski, etc) and it’s something I hear a lot from apparel founders that they are working on nailing.
Let's talk about slut strands. I love the look but don't feel embedded enough in the culture of the sport to pull them off when I ski. Do you know the story? Where did the style come from?
To be honest, I’m not sure what the origin story is but I vividly remember being in high school in Alaska, thinking: “I probably look like a boy because my hair is in a ponytail tucked in and I’m wearing a buff and goggles so I might as well take these two pieces of hair out so people can tell I’m a girl.” I think they symbolize femininity, specifically in male-dominated environments. I know Chloe Kim said she wants to rename them “beauty strands” to take a stand against slut shaming. Slut Strand Society (a brand/community based in Crested Butte) has on their website: “Two strands of hair coined by members of the action sports community to express femininity within a global alliance“
What ski brands are you loving right now?
JORDE, Cordova, Halfdays, Yardsale, SENIQ, Moon Boot
Cordova just launched their new Snow Couture line: “French couture-inspired elegance meets high-performance ski wear.” I really like some of these new silhouettes and the overall coquette aesthetic with bows, corsets, and puffy sleeves. This feels new in the women’s skiwear space and I’m loving it.
What do you think is missing from the market?
I hear snowboarder friends share that they often feel left out given that most newer, fashionable skiwear is marketed towards skiers. The typical snowboarder aesthetic is baggy and oversized, but I don’t think that has to be the case. From a function perspective, snowboarders have slightly different needs from skiers but I think there’s more opportunity for disruption in this space.
The other piece is stylish ski bags and luggage. Thule is obviously a major player, and a few other great brands, but they’re a bit more antiquated and purely functional. Yardsale is releasing a tote that fits a ski helmet, laptop, goggles, etc which I love and plays into the ‘slopes to street’ revolution we’re seeing. I’d love to see other brands invest in this space, to make a stylish and functional catchall ski bag.
I feel like Away or Beis should get on this.
Yeah! Rimowa feels like an obvious one too, for better or worse. Skiing can be really elitist, so I’m always eager to champion brands that are trying to make things at more accessible prices.
That elitism also means a certain skepticism and bro-ey mindset that I hate. I took this avalanche course last year where I was one of two women alongside twenty men. I showed up in my Flylow backcountry gear, but it was all hot pink and a very girly get-up. I could tell everyone was judging me, waiting to see if I could keep up. But I was the first one up the mountain and the first one down on every lap. It’s fun to be part of this shift in the sport, where we ski hard but still showcase our style. Even if sometimes the guys don’t get it.
Skiwear Finds
This round-up of re-sale skiwear by the uber-talented Irene Kim hit inboxes this week – timely! If you don’t subscribe, Irene has a great (free) 2023 post “The Ski Report” on her mountain attire strategy too.
I need a new ski jacket and pants and am pondering going the jumpsuit route, especially now that coordinated looks are more stylish. I like the look of the Halfdays Murphy Suit, which nails the relaxed-yet-put-together vibe I strive for.
The pink lady in me is also drawn to this look from Seniq – I get no greater joy than tearing down a double black in an outfit that screams “girl” (and yes, as a 37-year-old mom I still feel like one a lot of the time, blame Barbie and Taylor Swift.)
I’m a sucker for ski graphics. If I had an unlimited budget I’d be all over this art deco turtleneck from Goldbergh. I guess I will settle for this mountain sweatshirt from Kule.
I did a ton of pop-ups in my day at Tracksmith, so I love to see one from a young brand, especially when they show off the BTS behind the build-out. Yardsale did a really cute “Warming Hut” in Nolita this week.
Brand Chat Vol. 5: SENIQ
Chatting with Madison Hilson and Valentina Thompson, the co-founders of SENIQ
SENIQ made its debut earlier this year in Columbus, Ohio. Co-founders Madison Hilson and Valentina Thompson used their experience working at brands like Backcountry.com, Outdoor Voices, and Victoria’s Secret to inform their foray into hyper-feminine and highly technical outdoor apparel.
What was your introduction to sports? Do you remember what you wore?
Madison started skiing at age 2 while Valentina was a gymnast at the same age. Madison became a passionate hiker in her teenage years & Valentina in her early adult years. The introduction to hiking at a later age was exciting but intimidating with the male-dominated culture that didn’t always celebrate the other passions we share (art, culture, music, fashion, etc.). We sacrificed our personal style to wear hiking gear that performed beautifully, but aesthetically wasn’t our look. We craved apparel that was both trend-forward and highly performative. SENIQ solves this problem.
What inspired you to launch Seniq? What did it take to launch the brand?
So many things. SENIQ was a slow build through the decades of our experience outdoors as women. The catalyst that moved us to take action was actually my 1st ever ACL repair surgery. It helped me to learn firsthand about the tightly lined connection between mental and physical health, and the healing role that the outdoors plays in both aspects of health. Through my healing experience, I leveraged the outdoors as my mental and physical therapy grounds and wanted to share the healing benefits of the outdoors with all women.
Launching a brand is nearly impossible. Almost every day, every aspect of it. It is work we absolutely cherish with our entire being and also work we don’t take lightly. We believe our merchandising backgrounds in the outdoor & active categories primed us to launch SENIQ in an operationally sound & strategic way. It took the support of our close family & friends. It takes maximum creativity, the biggest vision you’ve ever pushed yourself to see, and a healthy dose of delusion. This question is a large one… happy to provide more context over drinks because there is a lot to unpack here!
How do you approach blending both the "technical and trend" side of outdoor apparel? What are some of the nonnegotiables for a piece of Seniq apparel?
We call it... Technical Elegance The true innovation of the debut SENIQ Ski Collection is the perfect harmony of trend-forward design and technical performance—crafted with a distinctly feminine touch. Where style meets substance, empowering women to own the slopes with both elegance and confidence.
We approach designing with this balance through every step of our creative process. Whether it’s at the concept stage, whether it’s by making comments at the sketch or prototype stage, or whether it’s through marketing. Non-negotiables for SENIQ gear are:
The product has to perform in the toughest possible pursuits. Garments are as waterproof as possible for the experts in the backcountry with seam sealing, wind-proof, and breathable components.
Our fabrics are highly technical.
Our style lines are incredibly flattering to the female form.
What were the challenges you sought to solve for women in launching skiwear?
In the ski space, SENIQ is providing gear that is hyper-feminine and highly technical. We are redefining that it is possible to express your femininity on the slopes and also be a strong skier. These are typically two different ski worlds, cultures, and sentiments. We are crashing the two together and building a community for the ski girlies who don’t fit into either box exclusively, and have a bit of their hearts in both boxes.
It’s interesting, that divide almost echoes where running was at 10 years ago – you had the ultra elites on one side and the athleisure crowd on the other and a bit of a void in the middle for that committed enthusiast. Now lots of brands are speaking to that psychographic. In skiing, it seems like brands are catering to either that hard-core shredder or the après party kids. I love how you are trying to bridge the gap!
You are exactly right. We know there is a community of women who absolutely love both of these worlds and don’t want to be confined to one or the other. Some days she’s hardcore & some days she just wants to après. She’s dynamic and ever-evolving. SENIQ ski gear is built technically sound enough for experts and with enough attention to trend for anyone to understand the beauty outside of performance.
What were your inspirations for your debut collections? So often brands are referencing historical silhouettes, I'm curious what kinds of references or jumping-off points you played with.
Our biggest inspirations come from our favorite fashion designers and the runway, as well as from our favorite nature landscapes. Jacquemus, The Row, Sacai, to name a few, are all fashion brands we look up to in terms of silhouette and color innovators and love to draw inspiration for SENIQ. Landscapes we are inspired by include the California deserts, the Midwest lakes, and the East Coast rock formations.
You both have worked in the outdoor space for a long time, where do you see the industry going? What do you hope to achieve as a new player in the space?
We feel the industry is shifting in a drastic way to accommodate women in general, and specifically a new type of outdoorswoman. The historical outdoorswoman was consumed with the outdoors and this new woman is multi-dimensional, has many interests, and while the outdoors is a key part of her purpose & passion it is not the only driving force for her adventure. The industry is going to shift by integrating the outdoors as a micro part of everyday life & routines, forcing gear and apparel to be more versatile than ever.
As a new player in the outdoor industry, we hope to inspire women to prioritize their mental health, to connect mind to movement, and to allow her outdoor activity to become more than grounds for physical activity but an oasis for mental reset and growth.
Quick Thoughts
Things That Caught My Eye or Ire
Satisfy made a big push at TRE in Austin this week, debuting their women’s line and announcing a new trail shoe “The Rocker.” They also trotted out a new CEO with deep fashion roots, Antoine Auvinet. He joins their VP of Footwear, Jean-Marc Djian, whom they snagged from North Face earlier this year. Satisfy’s hard-rock style is not for me and I’ll be interested in how that translates to their offering for women. Based on these two hires and the people on their LinkedIn page (27 men to 7 women, the highest titles for which were designer and digital experience lead) I’m not feeling super optimistic. This isn’t to shame Satisfy – look at pretty much any outdoor brand’s LinkedIn and you’re going to see the same thing: In the words of Laura Green “17 white guys named Steve”.1 It’s just noteworthy to make a push for women with so little internal representation (from what I can see.) TBH, it all feels very French, very high fashion.
If this also annoys you and you’d like to shop women-founded running brands, I’ve got a list for you here. Or you could invest in Pynrs, the first and only Black-owned running brand, which is currently in the last few days of a crowdfunding campaign.
I love the Ganni x New Balance roll-out for the latest collaboration. Way to make dog walking feel chic!
BoF and McKinsey released a report on the state of sportswear for 2025. The stat that stood out to me was this: The global sports tourism sector is expected to grow by 18 percent by 2030. I feel like this is a huge opportunity in terms of storytelling and events and yet few brands are truly exploring the way that travel and sports/fitness intersect – except for maybe ski brands, where the discovery element is baked into the activity. I’d love to see more running or racquet brands play in this space.
My favorite NYC Marathon pop-up concept is now available to shop online.
Loved this explanation of TRE from the always-witty @LauraMcGreen:
 | A guest post by
|