American apparel brand J.Crew has entered into a three-year partnership with U.S. Ski & Snowboard, the national governing body for ski and snowboard sports in the United States, unveiling its first collaborative collection. Positioned with an eye toward the 2026 Winter Olympic and Paralympic Games, the initiative focuses on lifestyle apparel rather than competition uniforms.
As the official lifestyle apparel partner of U.S. Ski & Snowboard, J.Crew will roll out products rooted in ski culture alongside athlete-led campaigns and community-focused activations. The partnership does not replace Ralph Lauren as Team USA’s official Olympic outfitter, instead centering on off-mountain, après-ski, and fan-facing apparel.
A 26-Piece Collection Bridging Après-Ski and On-Mountain Style
The collection consists of 26 pieces across women’s, men’s, and kids’ categories, including knitwear, loungewear, and cold-weather accessories. Vintage-inspired exclusive patches add a nostalgic element, blending J.Crew’s long-standing American casual identity with alpine influences.
The partnership also extends into performance apparel through a limited ski capsule developed in collaboration with Kappa, U.S. Ski & Snowboard’s official on-mountain partner. Featuring technical jackets designed for recreational and training use, the capsule combines functional performance with a refined aesthetic.
Looking at Snow Sports as Culture
The collection reflects the creative direction of J.Crew’s design leadership. Olympia Gayot, Creative Director of Women’s and Children’s Design, explained that the team revisited the brand’s archives to reinterpret retro elements through a modern lens of fit and color.
Brendon Babenzien, Creative Director of Men’s, emphasized that skiing and snowboarding are increasingly influential beyond sport alone, presenting an opportunity to redefine classic American winter style through a cultural perspective.
Athlete-Led Campaign Ahead of 2026
The campaign features a lineup of prominent American athletes, including freestyle skier Colby Stevenson, snowboarder Hailey Langland, Rell Harwood, alpine skier River Radamus, freestyle skier Tess Johnson, and Para snowboarder Zach Miller. By spotlighting athletes gaining momentum toward 2026, the campaign connects elite competition with everyday lifestyle expression.
Building a Long-Term Relationship Between Brand and Sport
J.Crew Group CEO Libby Wadle described the partnership’s broader purpose, stating, “This partnership is more than outfitting athletes and fans. It’s about celebrating U.S. Ski & Snowboard’s commitment to athleticism, dedication and excellence. We’re proud to spotlight the remarkable journeys of these athletes and build excitement around the sport as they head toward the Winter Games.”
Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard, added: “This partnership brings together athletes, fans and supporters through a shared sense of pride in U.S. Ski & Snowboard. By celebrating the passion and spirit behind the sports, we hope to inspire the next generation to see themselves on the mountain and believe in what’s possible.”
Looking ahead, the two organizations plan to deepen their collaboration over the next three years, gradually building presence and impact. J.Crew Group Chairman Kevin Ulrich positioned the collection as the starting point of a long-term partnership.
As part of the initiative, J.Crew will also support Share Winter Foundation, an organization dedicated to expanding youth access to skiing and snowboarding and advancing inclusion across winter sports.
The collaborative collection is currently available at select J.Crew stores and via the brand’s official online store.
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