Well, this is a first for the ski industry.
Aspen Ski Co. launched their very own outwear brand yesterday marking, what I assume, is the first clothing brand developed by a ski resort. The brand has been dubbed ASPENX, and will be similar to the gear worn by resort staff. The clothing also features a new logo for all Aspen Snowmass resorts that is a modern rendition of the classic Aspen leaf logo.
The ASPENX Ajax line will be available to be purchased by the public, but it will cost you (no surprise there). The Ajax jacket will set you back $725, pants cost $525, and the insulator costs $395. Why anybody would spend $1,645 on a ski resort branded gear set up is beyond me, but I guess rich people do rich people stuff…
We’re still waiting on more details of when the gear will be available to purchase, and Aspen has yet to change their logo across their branded platforms.
I’d like to see an anti-rich ski area release their own line of outerwear to be the opposite of the lavish ASPENX gear. Maybe Mad River Glen, VT can sell some mostly-waterproof denim overalls, a nice heavy buffalo plaid flannel, and some deerskin gloves. That’s closer to my style than an all-black set up that costs more than my mortgage, but maybe that’s just me…
