Prada’s X Factor
AspenX, the premium retail and experiential brand launched this month by the Aspen Skiing Company, operator of the Aspen/ Snowmass resort complex, has collaborated with Prada on a capsule collection.
Launching today, the six-piece range of performance outerwear mixes Prada Linea Rosso’s Extreme-Tex waterproof laye, with Graphene padding to regulate body temperature, and distinctive graphic black-and-white designs by artist Paula Crown.
There are two men’s jackets, two women’s jackets and two sweatshirt styles, priced from $1,970 to $5,400.
Crown is a principal in the Aspen Skiing Company, oversees the art-filled Little Nell Hotel, and helped create the AspenX concept that launched earlier this year with branded skiwear, a private club and exclusive experiences.
The Prada co-branded product collaboration is the first of more to come, she said.
“I’ve always been a Prada fangirl, and as we were thinking of potential companies to reach out to, they aligned with a lot of our values — they are familyowned, long-term-oriented, they believe in excellence. They had style and body knowledge and to add to what we had on the performance side.”
She reached out to Prada heir apparent Lorenzo Bertelli, and although they still haven’t met in person, they worked on the collaboration across time zones. “They sent prototypes of their ski line and we had our pros try them out. It was this great conversation about what worked on a warm day, cool day, snow day, then we sent feedback and we created this line.”
In addition to selling at AspenX’s e-commerce, the capsule will be available in the 1,200-square-foot AspenX store launching Dec. 20 at Gondola Plaza. The space will feature private label and co-branded product, a food and beverage concept and high-end ski rental service.
The specialized AspenX concept emerges at a time when luxury retail continues to flock to the Colorado resort area, and outdoor clothing has become an important luxury category.
While Aspen, which celebrates 75 years in 2021, has always blended an appreciation for arts and culture and the outdoors, there has been a noticeable shift in what visitors to the resort are looking for in the way of shopping, said Crown, a longtime resident.
“Ten years ago you didn’t see performance streetwear around Aspen, but now you’ll see someone wearing The North
Face x Gucci. But you also have a core of extreme athletes who are going to be wearing things that perform well on the half pipe at the X Games,” she said. “It’s that vital mix that makes it interesting.” — BOOTH MOORE
Maezawa to former NFL player and TV commentators like Michael Strahan. William Shatner is also in that club and Brookstone has lined him up for a yearlong partnership.
Better known as Star Trek’s “Captain Kirk,” Shatner’s career is all about space for generations of fans. In October, he was part of the Bezos-bankrolled Blue Origin NS-18 suborbital flight, making the 90-year-old the oldest person to go to space. The four-person voyage in the New Shepherd capsule was reportedly a $5.5 billion project. Their 11-minute mission will be the subject of Amazon Prime’s documentary “Shatner in Space,” which debuts today.
That coincides with today’s unveiling of Brookstone’s digital campaign starring Shatner called “Brookstone…Out of This World.” The 90-year-old will appear in digital advertising and social media campaigns as well as on select packaging.
Shatner also happens to be a lifelong Brookstone customer. “He knew all the products. He shopped all the airport stores,” said Creative Playground’s Dari Marder, who was on location for the campaign’s photo shoot earlier this month. Shatner spoke about the profound and magical experience of going into space, she said.
In an interview Tuesday, Ralph Gindi, chief operating office of BlueStar Alliance, which owns Brookstone, cited Shatner’s world renowned, stating that he “is a very special person who we all have grown up with throughout our lives and that’s a natural quality of the brand as well. It’s not a one-product brand and William’s not a one-product guy.”
While having the financial means to lift off into the galaxies is enough for high rollers, more traditional astronauts face a more competitive route. Last week
NASA revealed its latest class of astronaut candidates, four women and six men, who were plucked from a field of approximately 12,000 candidates. But they won’t be on launchpads or visiting the International Space Station anytime soon. Two years of training are required before graduation.
In addition to its 34 airport stores, Brookstone has 500 shops-in-shop within the Hudson Group. The brand is also sold in Macy’s, Bed, Bath & Beyond and in other stores. Brookstone plans to open 10 stores in the next 12 months, Gindi said. “We’re a financially stable company with big growth ahead of us. We really are fortunate to have gone through the pandemic and are stronger than ever.”
Apparel is not a key category at the moment, but items such as heated pillows, massage chairs, fitness training equipment and travel accessories are in demand, he said. “When we look at products, and apparel can have some of these functions and features, we’re looking for quality, unique and solve a problem. We try to make them distinctive and they have to be innovative. And of course, they have to be giftable. Sixty percent of our customers are women buying gifts and many are for men.”
Asked if he is concerned about travel restrictions resurfacing in certain regions, Gindi said: “I hope everybody’s safe and they follow whatever the guidelines are that they are given. It looks like travel is picking up. The airports are getting busier. People want to go out and see their families.”
He added, “Of course, we are watching it every day. But things are picking up, people are feeling better and people are getting out. As a result, people are traveling and they want to see their families again, especially for the holidays.” — ROSEMARY FEITELBERG as an extension of Iguatemi 365, the company’s digital storefront, in the physical world, where customers can experience the Iguatemi 365 portfolio of products in person.
Among the international brands participating are Love Shack Fancy, Re/Done, Citizens of Humanity, Agolde, Chiara Ferragni, Jonathan Adler, Smythson, Zero Maria Cornejo and Johanna Ortiz.
The 5,554-square-foot popup will be open throughout the holidays and next year.
“One of the biggest challenges is to deliver the excellence of the Iguatemi experience across all channels,” said Carlos Jereissati, co-chief executive officer of Iguatemi. “The launch of the Iguatemi 365 guide shop reinforces our omnichannel business strategy, integrating sales platforms and connecting us even more with our costumers.”
The Iguatemi 365 pop-up is located within Iguatemi São Paulo and was designed by
SIAA Arquitetos.
Among the 62 brands exhibited within the boutique, 30 are exclusive to Iguatemi and 18 do not yet have a physical presence in Brazil. There will be more than 1,600 product options curated by Iguatemi 365 and partner companies, who will periodically bring new pieces into the store, introducing consumers to more than 450 fashion, home, beauty, emporium and lifestyle brands available on the digital marketplace. — LISA LOCKWOOD