This established brand with a solid reputation in the hardgoods ski industry, launched a softgoods apparel line, for the 07/08 season, with this site. The target audience is avid, trend-focused skiers and snowboarders between the ages of 15 and 35. While top-of-the-line equipment has always been a priority for the avid skier/rider, in recent years fashion statements on the mountains have become increasingly important. This site does a great job of blending a fashion forward style and e-commerce capability along with a reminder of the technology behind a brand known for its outstanding gear.

• The site is, at once, informative, easy to use and cool. It has a clean, sophisticated style with a bit of funk but never completely subscribes to the latest design trends.

• With simple, almost simplistic, functionality, the six sections of the site are accessed by a numbered navigation that, on rollover, reveals each sections content.

• The visual structure of the navigation was inspired by the industry: dotted lines graphically convey the top-stitching on the apparel and the iconography owes its look to ski area signage.