While skiers and riders are a diverse bunch, never before has the “lifestyle” of these sports been stronger. Walk into any shop in any ski town across North America and you are likely to find some similarities – the music, the cars in the parking lot, and of course, the fashion.

For many people, the word “fashionable” probably isn’t the word that comes to mind when talking about the clothing that is popular amongst snowsport enthusiasts. Skiers and riders are notoriously laidback and not all that preoccupied with appearance, yet our sports are consistently ahead of the curve. The designs are bolder, over-embellished, and oftentimes a little outrageous – always a reflection of what’s on the horizon for the mainstream, yet still unique to the world in which we play.

In recent years, it seems as though this paradigm has become even more true. Mainstream trends have swung in our direction, and many of the most authentic small brands with roots in the snowsports industry now serve as bellwethers for the rest of the fashion world.

Where to Look

So, where exactly can you see what’s coming down the pipeline? Keeping your eyes peeled while you are out on the hill is a good way to start. What stands out? What catches your eye? Oftentimes it’s the outfit that looks just a little too overdone or a little too unusual that’s a reflection of what you’ll be seeing all over the place next year.

Another great resource is the websites of the many tradeshows associated with skiing & riding and the larger action sports industry. The Agenda tradeshow exhibitor list is a veritable whose who of emerging urban and action sports brands. Don’t forget to check out the directories of the Action Sports Retailer show, and the Snowsports Industries America show. In the case of these larger two shows, it’s a good idea to look at the floorplan and pay closer attention to the brands with small booths and crummy real estate – these smaller manufacturers are oftentimes far ahead of the pack.

A Few Brands to Watch

Below are a few brands that I find to be real standouts. They are at different points of development, and have some radically different offerings – but all are at the forefront of action sports fashion and showing real promise for the future.

CTRL is a decade-old skateboard brand from Finland that consistently releases some fantastic pieces with urban elements and african-inspired prints. Seen at Agenda 2009.

Nau caters more to the crunchy yet fashionable set amongst us. Their sleek, technically-capable clothing line is composed primarily of eco-friendly textiles. Read the excellent writeup at FastCompany.

WeSC is quite a bit larger than the other two brands mentioned here, but it remains an authentic leader that puts its own twist on what’s hot.