The Challenge
Jackson Hole is one of the most iconic ski destinations in North America, with deep roots, a loyal community, and a strong sense of place. But their retail apparel program wasn’t reflecting that story. They wanted to upgrade the merchandise in their on-mountain shops with a fresh assortment that would resonate with both tourists and locals while staying true to the brand’s identity.
Their existing product mix lacked cohesion and originality. Most of it leaned generic, missing the authenticity and elevated feel their audience had come to expect from the resort. They needed a creative partner who could bring retail-quality design, custom product development, and a deep understanding of place-driven branding—all without overcomplicating the process for their internal team.
Our Approach
We started by reviewing their current assortment and identifying opportunities to improve everything from product selection to graphic language. Our design direction centered around blending Jackson Hole’s rugged, mountain-town personality with contemporary silhouettes and subtle, intentional storytelling.
We leaned heavily into custom graphics inspired by the resort’s history, topography, and visual identity. Rather than building a large, unfocused assortment, we curated a tight collection of pieces that felt specific and elevated, fewer SKUs, higher impact. We also focused on offering multiple layering options and year-round wearables that could thrive both on the mountain and off.
The Solution
The final collection included:
- Custom-designed t-shirts featuring vintage-inspired graphics and nods to local landmarks
- Brushed flannels and button-downs that combined style and cold-weather function
- Premium headwear that mixed technical details with retail-forward branding
- Select promotional products to support brand visibility and gift shop variety
All items were designed to feel cohesive, purpose-driven, and easy to merchandise within the resort's retail environments. We coordinated closely with their buyers and shop teams to ensure sizing, colorways, and product specs aligned with their customers’ preferences and climate needs.
The Results
The initial product launch quickly became one of Jackson Hole’s top-performing collections at retail. Sell-through rates improved across key categories, and the feedback from customers was overwhelmingly positive. More importantly, the merch started telling the right story, one that reflected the resort’s identity and gave visitors something memorable to take home.
Since that first season, we’ve continued to evolve the line together. What began as a one-off refresh turned into a long-term partnership built on shared values, great product, and a design-forward approach to retail. For Jackson Hole, apparel is no longer an afterthought, it’s a key part of their brand experience.
