In 1936, just off the rail line in the quaint town of Sun Valley, Idaho, something magical happened: the world's first chairlift adorned a hill. That singular event marked a new chapter for recreational skiing, a passion that would sweep through the hearts of enthusiasts for decades to come. Fast forward to a major boom in popularity between 1950 and 1970, and skiing became not just a sport but a way of life, giving birth to over 700 ski resorts in the US alone. These resorts became bustling cultural hubs, uniting kindred souls in spending their winter seasons chasing powder. At DSNY, we resonate deeply with this fervor, understanding that the strongest bonds sprout from shared passions.
However, ski culture isn't just about gliding down slopes; it's a canvas for self-expression. Skiing and snowboarding grant a unique freedom – not just in movement, but in style. It's a realm of endless creativity, where every ride, every turn, and every outfit become a statement. It's a world where thrill meets freedom and expression, a space that welcomes individuals from all walks of life. And after a well earned day out, there's our favorite mountain tradition: Aprés Ski.
Aprés ski, a simple French term translating to "after ski," embodies the heartwarming social gatherings that unfold at resorts and ski towns post-slope conquests. There are no rigid schedules or dress codes; instead, it's a celebration of camaraderie and shared love for winter sports. There were moments in the 60s and 70s, where Aprés Ski wasn't just an activity; it was a fashion statement, a moment in time, and cultural phenomenon that brought about some iconic looks and inspired us to create our own ski-themed collection.
Introducing the Aprés Ski collection.
This collection is our tribute to that era of unmatched style. A homage we rendered in three exquisite pieces: the Alpine Cardigan, the Ski-Club Half Zip, and the Ski Patrol Tee. Crafted from 100% organic cotton, these garments echo the retro charm of and function of Aprés Ski fashion. The cardigan boasts a retro-V fit, while the half zip exudes a timeless take with its retro-inspired collar. And, of course, each piece is a testament to our commitment and are eco-friendly, plastic-free, and zero-waste products. With these garments, we invite you to craft your own version of vintage Aprés Ski fashion, blending tradition with contemporary flair.
Yet, beneath all the positives lies a stark reality. Mountain resorts, once bustling with activity, now face the harsh impacts of climate change. Rising temperatures, dwindling snowfall, and operational challenges have forced over 250 resorts in the US to close. It's a cycle, a paradox… a snake eating its own body. The ski industry, deeply affected by environmental shifts, inadvertently contributes to the problem. Building new pistes and lift lines means disrupting forests, displacing wildlife. Artificial snow machines, essential for snow-covered runs, consume staggering amounts of water.
But amidst these challenges, there's hope on the horizon. Resorts worldwide are embracing sustainable strategies, striving to become self-sustaining, net-zero emissions operations and encouraging their patrons to use sustainable forms of travel to get to their favorite mountains. Other changes such as reforestation efforts, using renewable energy to power lifts, eco-friendly construction practices, and efficient energy solutions like hydro-electric plants are steering the industry toward a greener path and a sustainable future. The ski industry's dedication to positive change mirrors our own aspirations at DSNY. And that's something we believe is worth celebrating.
Today, we extend an open invitation to join the DSNY Ski-Club by introducing the Aprés Ski Collection. Unlike the uber-exclusive resorts of the past, this is a haven where all are welcome. No reservations needed. Step into the warmth of our community, where a passion for powder days and a love for our Earth unite. Whether its first chair, or at Aprés, we look forward see you out there.