Images by Daniel Bayer and John Russo
In a vibrant town like Aspen, there’s always something new happening. But for Aspen Skiing Company’s 75th anniversary this year, owner Paula Crown recognized the milestone as an invitation to look beyond the horizon to what’s next.
In December 2021, Aspen Skiing Company launched the retail and experiential brand ASPENX. Conceptualized and spearheaded by Crown herself, ASPENX offers a menu of ski performance wear, unique collaborations, and custom experiences inspired by the technical excellence and thought leadership that Aspen is known for.
The brand launched with a signature skiwear line, Ajax, and quickly followed with the drop of a collaboration that had fashionistas and ski aficionados taking notice: ASPENX Prada. The first ASPENX Prada capsule collection included a six-piece range of performance outerwear featuring Prada Linea Rossa’s Extreme-Tex waterproof layer, Graphene padding to regulate body temperature, and distinctive graphic black-and-white designs by Paula Crown, inspired by Aspen’s vibrant energy and rhythmic atmosphere.
It was a partnership years in the making. In reviewing past uniform designs for Aspen Skiing Company, Crown came across a decades-old Prada proposal that her company had not proceeded with due to production limitations. The material detailed in the proposal promised to be lighter and softer than traditional waterproof fabrics, and Crown wanted to learn more.
“In addition to Prada’s exceptional design and reuse of sustainable nylon, I was aware they had designed competitive gear for the World Cup sailing team,” Crown says. “I expect that those sailors, like our pros, have the highest performance standards, and that Prada delivered.”
Craig Robins of Miami’s Design District introduced her to Lorenzo Bertelli, who spearheads Prada’s marketing, digital strategy, and sustainability efforts. Across thousands of miles, multiple languages, and a global pandemic, the two hatched the idea of a co-branded skiwear product. “I believe in imagination as a force to connect ideas and people,” Crown says. “Lorenzo and I aligned on many goals and agreed to proceed.”
In development discussions, the team in Aspen led with its legacy brand and “sport” orientation, while the Prada team brought exceptional design and “body” sensibility. In Spring 2021, Prada sent skiwear prototypes to Aspen for field testing. “Our pros stress–tested them and we relayed detailed feedback to Italy. The iterative creative process of design mirrored my studio art practice,” Crown says. “It was a privilege to observe so many talented players in the mix.”
The ASPENX Prada collaboration continues into Spring/Summer 2022 with an even deeper focus on sustainability, featuring accessories and apparel made from Prada’s signature Re-Nylon, a regenerated nylon yarn (ECONYL®) produced from discarded fishing nets, textile waste fibers, and recycled, purified plastic trash collected from the ocean.
To learn more about ASPENX Prada, visit aspenx.com or visit the flagship store location in Aspen’s Gondola Plaza.