The world’s leading menswear brands have never been shy about colonizing new territory—and recently, the best are heading to the hills. The current influx of ski (and après-ski) collections from houses like Louis Vuitton and Canali answers an explosion of interest in mountain sports, recasting the slopes as a stage for not just technical skill but also the kind of personal style that reads as unmistakably luxurious despite the elements. “People want to invest in experiences,” says Sophie Jordan, menswear buying director at Mytheresa, adding that where skiing and snowboarding are concerned, “You have to have the gear to go and do that, even if you are just going to an après to have a nice time, a cocktail, or a hot chocolate on the side of a mountain.” The numbers back up that mindset. So significant is the surge in stylish guys heading off to the Alps or the Hakuba Valley that Jordan’s ski..
