You might have had the chance to meet artist, philanthropist, activist and entrepreneur Paula Crown at Dallas Art Fair a few years back. Designed by Prada and Paula Crown with help from Aspen Skiing Company’s team of ski professionals, ASPENX heats up the shopping scene with its first brick-and-mortar and an exclusive collaboration with Prada.
ASPENX Prada Nylon Graphic.
The slopes just scored some major style points with the debut of Aspen’s latest premium retail and experiential concept from Aspen Skiing Company, ASPENX. Launched this past December, the online e-commerce store and retail front signals the start of a new era of innovation—just in time for ski season and the major milestone, Aspen Skiing Company’s 75th anniversary. Intertwining performance, innovation and fashion, the brand raises the bar for ski performancewear with its unique collaborations and custom experiences. “What began as an idea to develop the very best in performancewear has blossomed into a true experiential brand that offers the opportunity for connection, creativity and innovation beyond the traditional retail experience,” says artist and entrepreneur Paula Crown. “ASPENX is a place of possibility—one where we can share elements of the iconic destination with a wider network of individuals while also providing a cultural hub for Aspen’s community of residents and visitors alike.”
ASPENX Prada Extreme Graphic and ASPENX Prada Jersey Graphic.
Sitting in the heart of Aspen’s Gondola Plaza, the first brick-and-mortar retail experience boasts bespoke activities throughout the season, immersive experiences and grab-and-go food and beverages courtesy of the five-star, five-diamond Little Nell. In line with its local hospitality, ASPENX also doubles as a bookable space for evening experiences, such as private dining with Little Nell Culinary Director Matthew Zubrod. Dig into the 10-course meal, complete with a curated tequila tasting, wine presentation courtesy of a dedicated sommelier and a personalized mixology lesson (with the option to create your own signature cocktails). On top of it all, guests of The Little Nell and Residences at The Little Nell have direct access to ASPENX’s concierge service to assist with ski rentals that can be arranged in-store or en suite. Not a guest? No worries, the space is still available to the public by reservation for a personalized in-store appointment.
As for the products, ASPENX already has an impressive lineup of limited-edition custom collaborations. First on the list: an exclusive line with Prada inspired by the technical performance and creative culture of Aspen. Designed by Prada and Paula Crown with help from Aspen Skiing Company’s team of ski professionals, the line boasts a curated selection of womenswear and menswear fit for performance, comfort and, of course, snow. “We are excited to reveal our partnership with Prada as an integral part of ASPENX’s inaugural lineup of premium offerings for the 2021-2022 ski season,” says Crown. “More than a fashion collection, this collaboration is a physical representation of the one-of-a-kind spirit of Aspen just ahead of the destination’s 75th anniversary.”
ASPENX Prada Extreme Graphic
An extension of Prada Linea Rossa, the collaboration spotlights an eco-sustainable capsule with a clever combination of physical durability and visual design. Each item is composed of sustainable textile technologies engineered to support active and adventurous living. “Built for uninhibited exploration,” adds Crown, “the capsule complements ASPENX’s founding vision of new possibilities, and I am beyond pleased to work with such a revered house as Prada on this momentous occasion.” Her signature touch? A graphic of white and black slashes (paired with the Linea Rossa collection’s red Prada logo) that embodies a contemporary and striking appearance. In addition to the collection’s ready-to-wear separates, shop from its two outerwear styles: the Extreme-Tex jacket and Extreme-Tex ski jacket. Both pieces capture optimal insulation and waterproof capabilities achieved through their hero fabric, Extreme-Tex—a three-layer fabric researched and developed exclusively by Prada—as well as Graphene padding designed to regulate body temperature. 611 E. Durant Ave., 970.920.6355
Photography by: PHOTO COURTESY OF ASPENX