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Ski Wear by Nevica

Nevica

British skiwear brand that was well known throughout the 1980's, not just by home-grown skiers, but by Johny Foreigner as well, and was famous (or infamous) for it's brightly panelled outfits.

The brand had all but disappeared from the slopes by the time it was bought by Mike Ashley's Sports Direct group in 2010, but was fully back in the public-eye by 2011 as ex-racer Graham Bell donned Nevica's jackets for the 2011-12 series of Ski Sunday.

Ever wondered what the name refers to ? Well, Nevica is actually Italian for "It's Snowing!".

So now you know, you'll probably never forget.

Nevica Company History

Nevica was formed in Great Britain back in 1978 by Paul Goldstein, primarily as a distribution company for the big European brands of ski gear. However, after just a few years Goldstein decided to launch his own brand of skiwear, so used the Nevica name as the brand for the clothing to be marketed and sold under. Famed for it's colourful, almost fluorescent outfits, Nevica's popularity on the pistes of Europe rocketed, and at the height of it's sales in the 1980's the company was selling nearly half a million ski outfits a year. Having all but disappeared from the slopes at the turn of the century, the Nevica brand was bought by Mike Ashley's Sports Direct group in 2010, and was fully back in the public-eye by 2011 as ex-racer Graham Bell donned Nevica's jackets for the 2011-12 series of BBC2's Ski Sunday.

Nevica Style

Famous (or infamous) in the 1980s's for it's colourful, almost fluorescent outfits, Nevica's re-launch in 2011 saw it's jackets hit the slopes in a much less garish fashion - modern looking jackets with contrasting zippers and pockets.

Nevica - Performance

Whilst many remember Nevica from the heady days of the 1980's primarily for the styling of it's ski outfits, it's worth noting that the company was amongst the first to look at using some technical breakthroughs such as breathable fabrics and special waterproofing. Obviously this meant nothing following the brand's major re-launch in the 2011-12 season, and time will tell over the coming years as to whether the brand will once again look to technical innovations as well as to the aesthetics of it's products.

Nevica - Pricing

At the re-launch in 2011, Nevica jackets were being sold at Sports Direct for just under 160 pounds. However, anyone who bought one for that price would have been horrified to have walked into the January sales a few months later and seen them going for, wait for it... 16 pounds !! Now that is a bargain.

Nevica - Stockists

Nevica clothing is available at the following Ski and Snow-sports Shops:

Nevica - Useful Links

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