J.Crew introduces Alpine People, a new campaign marking the launch of its first collection created in partnership with U.S. Ski & Snowboard. Dropping on January 8, the collection signals the beginning of a three-year collaboration, with J.Crew stepping into the role of official lifestyle apparel partner for U.S. Ski & Snowboard.
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The campaign centers on elite American athletes whose careers span Olympic, Paralympic, World Cup, and X Games stages. Featured faces include Olympic silver medalist Colby Stevenson, snowboarder and X Games medalist Hailey Langland, freestyle skier Rell Harwood, alpine skier and World Cup medalist River Radamus, freestyle skier and world champion Tess Johnson, and Paralympian snowboarder Zach Miller. Alpine People positions these athletes within a broader cultural narrative that connects mountain life, personal style, and community.
This collaboration builds on J.Crew’s long-standing relationship with alpine culture and après-ski dressing, revisiting archival references through a contemporary lens. Designed as both lifestyle and functional wardrobe, the collection sits between slopeside ease and performance-minded practicality. It arrives at a moment when skiing and snowboarding are increasingly visible within fashion and popular culture, particularly as athletes prepare for upcoming Olympic and Paralympic cycles.
The 26-piece lineup spans knitwear, loungewear, and cold-weather accessories for women, men, and kids, unified by a retro-inflected sensibility and exclusive vintage-inspired patches. Color and fit draw from classic American winter style, updated with a cleaner, more current attitude. The collection expands into performance territory through a dedicated ski capsule developed with Kappa, the official on-mountain partner of U.S. Ski & Snowboard. This capsule introduces technical jackets for women and men, balancing functionality with a refined mountainside aesthetic.
Creative direction plays a central role in shaping the collection’s identity. Olympia Gayot, Creative Director of Women’s and Children’s Design, points to alpine style as a recurring thread in J.Crew’s visual history, while Men’s Creative Director Brendon Babenzien frames the project as a timely response to renewed cultural interest in snow sports. Together, the teams approach the collaboration as a meeting point between heritage and present-day relevance.
Beyond the product, Alpine People extends into a series of community-focused activations at U.S. Ski & Snowboard events throughout the winter season. These moments reinforce the partnership’s emphasis on shared experience, placing athletes, fans, and mountain communities at the center of the narrative.
J.Crew’s first collection with U.S. Ski & Snowboard will be available in select J.Crew stores and online at jcrew.com starting January 8, positioning Alpine People as both a seasonal release and the foundation for a longer-term dialogue between style, sport, and American winter culture.
