Ski Fashion: Then, Now, and Always in Style

When you think of today’s ski brands, what comes to mind? Arc’teryx, Patagonia, or The North Face, perhaps? Those sleek logos and high-tech fabrics dominate the slopes now, but rewind 40 or 50 years, and the hottest styles on the mountain couldn’t be more different. Back then, names like Sunice, Descente, Far West, and Bogner were the epitome of radical skiwear. 

For many North Americans, ski season sparks pure excitement: pacing around waiting for the moment we get to click into our bindings and chase runs until the last lift shuts down. However, we tend to ski in the present and the effort and style the ‘70s and ‘80s brought to the slopes often go unappreciated by today’s 20-somethings, myself included. In those days, looking cool on the mountain was an entirely different game. My dad, who lived through it, explained it like this: “The style was all influenced by Europe. North American skiing was in its infancy, so we borrowed heavily.” Think cinched waists, bold fluorescent colours, and the iconic après-ski boots.

Wanting to dig deeper, I turned to my family—die hard skiers for generations. My Aunt Elspeth summed up the era with this statement. “The one-piece snowsuit was it. If you showed up in one, it was like, ‘Oh my God, you’ve arrived.’” It was a status symbol on the slopes, far from the ironic throwback it would be seen as today. Racer stripes were also a huge trend, as were bold, graphic patterns. Jackets in eye-popping colors like bright yellow weren’t just clothing—they were a proclamation.

Fast forward to today, and ski fashion has taken a sharp turn toward minimalism. I asked my sisters, both avid skiers, about modern trends. Georgia, my younger sister, kept it simple: “Monochrome. Definitely fitted clothing.” My older sister Stephanie chimed in: “Matching goggles with your jacket is always a nice touch. You’ll see some bright pieces, but muted tones are super popular.” Meanwhile, freestyle skiers tend to break from the mold. My partner, Fin, described his ideal look as “baggy fits, a cool belt–capeesh is the best brand, and cohesive helmet-and-goggle combos. Oh, and cuffed ski pants—gotta have that.”

So, what happened to the flamboyant flair of the past? Why did we trade wild patterns for muted palettes? My dad and aunt had a simple answer: practicality. Back in the ‘70s, most ski gear was made from synthetic materials that weren’t great at keeping you warm or dry. My dad noted that only high-end brands used real down, which meant even the best skiers bounced down the mountain in jeans. Yes, jeans. “One fall or an icy chairlift seat, and your day was over,” he recalled. My aunt went on to reminisce on an especially cold one. “By the end of the day, we’d be sitting in the lodge, soaking wet, eating ten-cent Mars bars with tears running down our face.”

Today, we have gear designed to handle anything the mountain throws at us. High-tech fabrics, better insulation, and water-repellent finishes mean the cold is no longer the deciding factor for when to head inside. “The only reason I come off the hill is if I’m hungry or tired,” my sister Georgia tells me. “Otherwise, I’m out there until I’m ready for the hot tub.” Even as a skier myself I don’t leave the hill until I’m bored. The cold isn’t even a criterion in my decision-making because of the durability of my skiwear. 

Back in the days of flare on the mountain, skiers embraced bold and flashy outfits with pride, but looking back now, even they can admit there are some serious perks to leaving 20th-century fashion in the past. My Aunt Elspeth reflects, “It was just awful, nothing was well insulated. The evolution of skiwear is absolutely remarkable.” Meanwhile, my dad vividly recalls freezing on the slopes: “You would be frozen solid, the wind would whip right through you.” There’s no hesitation from their generation, trading fluorescents for today’s insulation and breathability is a choice they’d happily make over and over again.

From this vantage point, the bold, eccentric ski styles of the ’70s and ’80s carry an undeniable cool factor that transcends time. While today’s minimalist aesthetic has its own appeal, there’s a certain joy in embracing the playful spirit of those past looks—a reminder that fashion, like skiing, can be most memorable when it doesn’t take itself too seriously. Perhaps it’s time we let a little of that fun-loving energy reclaim the slopes—though maybe leave the jeans behind.