Whenever I hear about a new outerwear company entering the ski industry fray, I get excited. I have too often been forced to choose between buying a high-priced, mediocre jacket from a ski-specific company; or a less expensive and more appealing piece from a snowboard-specific manufacturer. It’s not hard to guess what the outcome of that dilemma is 99% of the time. I’m willing to bet I’m not alone in this experience. For the purpose of my rant, I think we need to examine how we got to this point. After all, someone was supplying fashionable outerwear to the masses before snowboarding even existed. What happened?

Most young skiers probably have parents who ski. Therefore, you’ve probably taken a glance at their chosen outerwear when they hit the hill. I was introduced to the sport by a few friends of the family. Their outerwear choices ranged from a pair of yellow Helly Hansen overalls worn over some type of sweater, to the Batsuit technicality of a matching-integratable Phenix suit. It suffices to say, when these well-meaning souls took my brother and I out to the local hill, we wanted to snowboard.

Skiing was near the lowest point of its lost decade. The industry was so busy looking at its own neon-clad reflection in the mirror, that it never saw snowboarding show up and ride away with everyone under 18 in tow. The kids wanted simple designs and muted colors. Phenix, Spyder, and a slew of others responded with bright colors, and sleeves/pant-legs that could be zipped-off in infinite ways. My parents’ friends told me that their red, white, and blue zip-sleeved vest was the hottest look…I bought a snowboard jacket and reluctantly rented some skis.

Influences, all the Cool Kids are doing it!

I don’t think we should forget how close skiing came to irrelevance, but I’m not accusing the new generation outerwear companies of early-1990’s ignorance. As one founder put it in a recent interview – he asked his (pro) friends what they were looking for as far as fit, style, colors, and features and that’s what he made. It seems like a natural place to start. However, it demonstrates skiing’s tendency toward gazing at itself for ideas. As I scrolled down for pictures of the new suits, it came as no surprise that they looked a lot like every other freeski-specific piece produced. The fit was predictably baggy, the pockets large and cargo-like, and the colors patterned in large-asymmetrical blocks. All in all, they look like nice pieces that will get the job done, but they represent nothing new, no creative departure from the norm, and no great stylistic risk (comforting to the owner/investors I’m sure). If the label were removed it would be hard to tell this brand from another.

We’re in an exciting time as a culture/industry. No longer a niche, there’s a big enough market to support independent ski manufacturers, street-wear designers, and new outerwear cartels. Even in the most saturated market, a company with a fresh angle will rise above. My charge to the new peddlers of waterproof-breathable fabrics is to open your minds to influences outside skiing. There’s a world of inspiration out there ranging from the most esoteric hipster enclave to the grimiest block in your city, and more combinations than Kanye West could ever imagine. I don’t care what you pick; just go be influenced. Next summer take a vacation from the glacier and go see another fashion show…just get your ass out there. Skiing deserves some culture, go get some.