Cynthia Rowley Is Heading for Aspen
President’s Day weekend is a prime time for a long weekend of skiing, and Cynthia Rowley is not about to miss out on that.
The New York-based designer is heading for the mountains to set up a pop-up shop for her Snow collection in Aspen, Colo. Skiers, snowboarders and nonathletes alike can check out Rowley’s jackets, pants and other cool-weather worthy pieces that are functional on or off the slopes. Rowley’s pop-up will be at the Snow Lodge Shop throughout President’s Day weekend. Located in the St. Regis Aspen Resort, the outpost will be rooted in what is somewhat of an unofficial base camp for many winter sports enthusiasts.
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Rowley, whose athletic skills include surfing, routinely hosts pop-ups across the country. This month’s Snow Lodge connection will not be the designer’s first one in Aspen though. A few years ago her collaborative designs with Roxy were available in a pop-up at the W Aspen Hotel. At that post-pandemic time, she recognized the public’s interest in outdoor activities. After COVID-19, the Aspen Skiing Co. has seen a slight decline with 1.49 million skier visits passing through in 2023-24 versus 1.52 million the year before.
Nevertheless, the designer enjoys spending some winter days on and off the slopes in Aspen. And she already has a connection with the Snow Lodge and its sister property, the Surf Lodge in Montauk, N.Y. Rowley even has an Aspen knit polo that retails for $225.
The designer’s wintery line launched in 2022, and has slowly grown over the past few years, according to a company spokesperson. The Snow assortment also serves as a seasonal counterpart to Rowley’s surfwear line. Current bestsellers include the $495 Backcountry Puffer jacket and the $325 Slope Style ski pants, which pair for a day on the slopes.
The brand’s faux fur accessories are also popular especially the $225 oversize mittens, which have sold out in two colors. There is also a faux fur Snow Bunny trapper hat that retails for $245. Rowley’s smattering of faux fur options have become winter staples in the past few years, according to the spokesperson.
Looking ahead, Rowley plans to broaden the brand’s sporty options by debuting a new category in the next few months. In addition, an accessories collaboration is in the works, according to the spokesperson.
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