PARK CITY, Utah — As the countdown to the 2026 Winter Olympic Games begins, American skiers and snowboarders are not just preparing their skills on the slopes, but also gearing up in style. In a strategic move to celebrate alpine culture and support its athletes, J.Crew has announced a three-year partnership with U.S. Ski & Snowboard, launching a new lifestyle apparel collection that aims to resonate with fans and athletes alike. The collaboration, which is set to launch ahead of the Olympic season, features a 26-piece lifestyle collection specifically designed to cater to the off-mountain and après-ski lifestyle. J.Crew will serve as the official lifestyle apparel partner of U.S. Ski & Snowboard, the governing body for ski and snowboard sports in the United States. However, it’s important to note that this partnership will not replace Ralph Lauren as the official outfitter for Team USA at the Olympics. Instead, J.Crew’s collection is focused on casual wear that embodies the spirit of winter sports, appealing to both fans and families. CEO Libby Wadle emphasized that this partnership is about more than just clothing; it is a celebration of the athletes' journeys leading up to the Winter Games. “This partnership is about more than outfitting athletes and fans — it’s about celebrating U.S. Ski & Snowboard’s commitment to athleticism, dedication, and excellence,” Wadle stated. This sentiment captures the essence of what the collaboration aims to achieve: a greater connection between the athletes, their supporters, and the broader community. The newly launched collection includes a wide range of apparel such as knitwear, loungewear, and cold-weather accessories, catering to women, men, and children. Expanding its offerings, J.Crew will also introduce a limited ski capsule in collaboration with Kappa, U.S. Ski & Snowboard’s official on-mountain partner. This exclusive capsule will feature technical jackets designed for both recreational use and training, further bridging the gap between lifestyle and performance wear. Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard, expressed her excitement about the collaboration, noting that it was designed to foster a sense of pride and connection among athletes, fans, and communities. “Through this partnership, we aim to connect athletes, fans, and communities through a shared sense of pride in winter sports,” she remarked. This collaborative effort is not just about fashion; it’s also an initiative to bring the skiing and snowboarding community closer together as they prepare to showcase their talents on an international stage. The collection is set to be supported by robust marketing campaigns that will feature elite American athletes, including Olympic silver medalist Colby Stevenson, accomplished snowboarder Hailey Langland, and alpine skier River Radamus, among others. These athletes will serve as brand ambassadors, embodying the spirit of the collection and amplifying its reach to fans. Additionally, community activations are planned at various U.S. Ski & Snowboard events throughout the winter season, further promoting the partnership and its offerings. Consumers will have the opportunity to explore the collection at select J.Crew stores and online, making it accessible to a wide audience eager to represent their support for Team USA. As the Winter Games draw near, this partnership not only offers fashionable apparel but also seeks to inspire a deeper connection to winter sports, encouraging fans to engage with the athletes and the sport itself. The collaboration between J.Crew and U.S. Ski & Snowboard comes at a pivotal time as the nation braces for the upcoming Winter Olympics, scheduled to take place in Milan-Cortina, Italy, in 2026. Both organizations recognize the cultural significance of winter sports in American society and are committed to elevating the profile of skiing and snowboarding through this partnership. With J.Crew’s distinct fashion sense and U.S. Ski & Snowboard’s athletic prowess, this partnership promises to bring excitement and engagement to the forefront as the Olympic season approaches. As the partnership unfolds, it will be interesting to see how J.Crew’s offerings resonate with fans and how they contribute to the overall experience leading up to the Winter Games. With a focus on community engagement, stylish apparel, and a celebration of athletic excellence, this collaboration is poised to make a significant impact in the world of winter sports fashion.