SIA Fashion Show: the Largest Snow Sports Retail Event in the World

Posted By: The Ski Channel on November 11, 2011 1:53 pm

SIA is heaven for the snow industry crowd, bringing the entire market together under one roof. For more than five decades, SnowSports Industries America (SIA) has attracted thousands of fans to the Colorado Convention Center in downtown Denver, generating more than 1.8 million dollars per show. This is the largest trade show in the history of the snow sports industry, with 20,000 attendees and 900 leading brands.

Kaylin Richardon, two-time Olympian skier and four-time Alpine Champion, and The Ski Channel crew went backstage at last year’s show to get the low-down on all the action behind the scenes, and on the runway. From ski wear to street fashion and even kids gear, SIA has it all.  We went behind the scenes to get a better perspective of how much work is put into this elaborate show.

Matt Doherty (pictured above) is responsible for the overwhelming task of envisioning the SIA catwalk. His job entails making sure the designer’s concept transfers to a clean presentation on the runway. With 80 different looks and a time-crunch, Doherty has his work cut out for him.

“I’m starting to sweat,” he admits.  

What can we expect to see on the mountain this 2011-12 season? Doherty reveals that big colors this winter are dove gray, winter white, and lux pinks.  In ski fashion, graphic prints and Asian art are in, while snowboard wear keeps with its urban trends and street influences. Get ready for some fierce fashion, as we drop in fast and give you a sneak-peak of the SIA runway.



Sending it at the top is FERA INTERNATIONAL, an outerwear brand known for impecable design and perfect fit. Their traveler jacket is great for the backcountry, with its hidden hood, spacious cargo pockets, and full features. Its equipped with pockets for your music player, inner lining, and ultimate comfort.



Strutting his stuff up next is a handsome hottie in a VOLKL camo-print jacket and gray snow pants. Volkl’s performance wear is high tech and prepared for the worst weather conditions. This waterproof jacket comes built with a detachable powder belt and thigh ventilation… however, the model is not included. Snap! As for Volkl’s female line, their butterfly print flagship jacket is a stand out piece on the runway. It includes a detachable hood, powder belt, and inner cuffs — a must!

Above, Volkl models present the 2011 outerwear line at SIA. Below, Volkl’s butterfly print jacket.


Next up is DESCENTE NORTH AMERICA’s gray houndstooth jacket and snow pants. This Swiss World Championship jacket mixes denim prints with seamless lines. Its thin insulation allows for a light-weight, performance enhancing top shell. A non-intrusive hood folds up into the collar and hides away for those warm spring days.

The DNA women’s line offers functionality and style for female skiers. Regarded as “the blueprint for ski fashion,” their dot jacket is light-weight and durable, made for the trendy free rider. Cute buttons play for style points with very unique and original pocket detail, incorporating multi-colored zippers. 20,000 mm specs make this jacket ultra water-proof, wind-proof, and functional!                                                       

(Pictured above: Descente’s Swiss World Championship jacket; below: Decente’s hot dot women’s jacket)





















Another TSC favorite is SKIHOE, a top up-and-comer to the ski fashion market, rocking the catwalk in our SIA special.  Their bright green laser jacket with gray sweat pants (pictured above) screams comfort and trendy, with a California “chill-out” influence yet still keeping it steezy with its loud colors. Their model on the catwalk makes is rocking the sweats — wouldn’t it be great if we could all wear sweats to work? SKIHOE is setting the trends with a burgundy headband, completing the look with a classic mute hoodie.


That’s all for this edition of SIA Fashion 2011.  Check out the runway footage On-Demand on The Ski Channel, and get ready for the New Year to bring us another exciting show from the ski industry’s best at SIA 2012.

For now, enjoy this quick teaser:


If you were inspired by the catwalk glimpse, check out the full collections of ski wear: