Yo Aspen fans now you can wear all about as well as ski it/ride your favourite resort with new ASPENX ski wear.
Aspen Skiing Company – owners and operators of Aspen Snowmass, The Little Nell and the Limelight Hotels – announce the launch of ASPENX, a new premium retail and experiential concept that will extend the destination to become a global performance living brand.
This first line of custom-built, innovative, premium, outerwear pieces evolved from the newly designed and produced Aspen Snowmass employee uniforms. Guests and employees can now benefit from outerwear pieces designed and engineered to withstand the demands of mountain professionals who spend every day on the slopes and in the elements.
Aspen Snowmass is the first ski resort operator to create custom uniforms for the entire staff. The Ajax Jacket, Pant and Insulator will be available for purchase in the resort – but also online. Meaning the Australians who love Aspen Snowmass (and we are the top international market), can now have their own high tech piece of Aspen Snowmass.
|Where Performance, Innovation and Fashion Meet ASPENX has leveraged the expertise of Aspen Skiing Company’s world-class ski professionals to develop a line with equal emphasis on function, style and performance. The first phase of the ASPENX launch begins with the brand’s online retail store ASPENX.com this month and features ski apparel, gear, and accessories, as well as soon-to-be-announced limited-edition custom collaborations with leading brands such as Prada and Anon.|
Just in time for the winter season, ASPENX launches ahead of the momentous 75th anniversary of Aspen Skiing Company on January 11, 2022. Inspired by this historical milestone and Aspen’s position both as a thought leader and an athletic playground, ASPENX marks the start of a new era of innovation for the beloved destination.
Online and Instore
“What began as an idea to develop the very best in performance wear has blossomed into a true experiential brand that offers the opportunity for connection, creativity, and innovation beyond the traditional retail experience,” said Paula Crown, artist and entrepreneur who conceptualised the new brand.
“ASPENX is a place of possibility – one where we can share elements of the iconic destination with a wider network of individuals while also providing a cultural hub for Aspen’s community of residents and visitors alike.”
ASPENX’s first brick-and-mortar retail experience will open in Aspen’s Gondola Plaza on December 20. With bespoke activations throughout the season, the store will serve as a new location for guests to not only shop premium performance wear, but also immerse themselves in Aspen’s innovative spirit. Visitors will also be able to enjoy a selection of grab-and-go food and beverage options, such as signature breakfast pastries, brain bread, and a variety of espresso drinks serviced by the Five-Star, Five-Diamond Little Nell. The store will be open during ski season from 8 am-6 pm