Ski Clothing Brands
Interestingly, some skiing and outdoor clothing brands have now made the crossover from being solely worn on the mountains to
the streets (in the case of Peak Performance, even the golf course !). When things like this make the transition to the streets
it's all down to what's perceived as 'cool'. It's like when Liam Gallagher donned his Berghaus jacket back in the 90's - sales
of the British outdoor clothing manufacturer rocketed amongst youngsters who previously wouldn't have dreamt of buying one.
And the onset of the dreaded 'wilderness chic' means you're now just as likely to see a North Face jacket being worn down the
high street as you are down a black run. Traditional non-ski sports companies have also got in on the act with the likes of Nike
creating it's ACG (All Conditions Gear) range of clothing.
When a brand becomes as popular on the streets as it is on the slopes it needs to be careful not lose focus on it's traditional
target - winter sports enthusuaists are a strange breed. There are those out there who don't like the style-over-substance
philosophy and won't touch anything that is deemed to be making them look like a skier from the Chelsea-set. Speaking of which,
they're the sort who might make their debut appearance on the slopes in a tight fitting £1000 jacket, complete with silk
tassles and sequins, that in a sudden white-out makes them look totally unprepared for the slopes. And then you have the skiers
who don't want to be wearing the same as anyone else, and who will drop a brand as soon as they spot more than a handful of skiers
wearing a jacket of said company !
Anyway, there are more than enough brands to keep everyone happy, as you'll find out in SnowKings comprehensive guide to all the
major players in the world of snow sports clothing and apparel...
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