A typical winter holiday for Asians used to consist of a tropical beach getaway. More people, however, are swapping their beach attire for ski wear as winter sports and tourism grow. Emerging destinations in countries such as Japan and South Korea have made accessing the slopes easier.
“The popularity of snow sports has increased in the region, driving the demand for ski wear and equipment. As China will be hosting the upcoming Winter Olympics in 2022, it is expected that ski wear will continue to boom,” says Elizabeth von der Goltz, global buying director at online fashion retailer Net-a-Porter.Ski wear may be a seasonal business but in the past few years, the category has evolved to meet the demands of its growing customer base. Once dominated by heritage brands, it has welcomed new players that appeal to customers with different tastes and needs.
Despite this, the offerings in Asia have been limited compared to mature markets such as Europe, which is why Hong Kong-based former fashion executive Sandy Ip decided to launch The Ski Project.
“I studied in England and often visited the Alps, so the ski culture was ingrained in me from a young age. It didn’t really exist in Asia until five or six years ago when people started to go to Niseko [Japan] for snowboarding.“I noticed that [Niseko] was booming when it came to hotels and food and drinks, but there were no good retail outlets. I couldn’t find any cool brands that weren’t expensive like Moncler, or more stylish than the usual North Face or Patagonia. I immediately saw an opportunity,” says Ip, who opened her first pop-up store in Niseko in 2017.
Unlike a traditional retail store, The Ski Project’s strategy includes seasonal pop-ups offering an edited selection of ski and cold-weather brands for men and women, mostly from Europe. Inspired by the lifestyle of the European ski set, each brand boasts all the technical details one requires for cold-weather sports while looking stylish and fashion-forward – an essential requirement for the new generation of skiers, who are obsessed with social media.
“In the past people wouldn’t invest in ski wear, but nowadays places such as Niseko have a big social scene. Everyone is posting about what they are doing and, more importantly, what they are wearing. No one wants to be caught wearing old ski clothes and they want looks they can wear on or off the piste. We cater to that,” says Ip.
Many of the 20 or so brands available at The Ski Project are either exclusive or new to Asia. Highlights include Dutch brand Goldbergh, known for its skinny fit ski pants which Ip says create a flattering “push up effect,” and the recently revamped German heritage brand Bogner, which have been seen in several Bond movies. French brand Fulsap, which was founded in the same year as Moncler, offers more sophisticated yet minimalist silhouettes.
Accessories include heated gloves and goggle brand Ynique, which Ip says offers styles that look like “designer glasses with technical details such as changeable magnetic lenses for skiers.”
“[It’s] a new market here which makes it more exciting. Popular looks include ski suits, as well as high-waisted pants paired with cropped jackets which work better on Asian proportions. I tell customers that the easiest way to transform their look is by investing in a good pair of ski pants versus a jacket,” says Ip.
Since its launch a few years ago, The Ski Project has expanded to include five locations, including Lane Crawford in Hong Kong and Shanghai, a pop-up at Thai luxury department store Emporium, and a permanent location at The Park Hyatt Hanazono, Niseko. Ip says their fast-growing success boils down to its target audience.
“Asians are leading the trend when it comes to modern skiwear. Their parents may not have gone skiing, but the new generation are able to afford what they want and are willing to experiment with their style. This works in our favour and allows us to really have fun,” she says.
This article appeared in the South China Morning Post print edition as: Asians are setting the trends in modern skiwear
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