New-to-Market, Dual-Gender Line Camp Aspen Translates the Essence of Aspen to Loungewear
Camp Aspen is helping consumers bring home the feeling of Aspen wherever they are in the world. A popular travel destination known for luxury skiing, for many, like Camp Aspen founder, Patrick Ryan and his sister Maidie Ryan, president of Camp Aspen, the Colorado city encapsulates a lifestyle that is hard to leave behind.
While tourism merch is certainly plentiful, the Ryans found the options lacking in the emotional response they tied to Aspen. Finding that many like-minded consumers shared the sentiment, the Texas-based team decided to provide a solution, getting to work creating a dual-gender elevated loungewear collection that they say goes well beyond what exists on the market.
More from WWD
EXCLUSIVE: Away Expands Into Another Major Category in Luggage
EXCLUSIVE: The Manner Hotel, a New Luxury Concept From The Standard, to Open This Fall in SoHo
Younger Americans Are Set to Have a Summer of Fun, No Matter the Financial Costs
According to Patrick Ryan, the brand’s namesake is a complete guide of the lifestyle community they wish to embody with Camp Aspen’s drop-model collections, pulling in modern yet nostalgic qualities and aspirational sophistication of Aspen’s culture into loungewear. When prompted to expand on what that lifestyle is to him, Ryan acknowledged that Aspen is one of the most celebrated places in the world, noting that it is also a sort of “adult playground.”
“Aspen is where scenic majesty is bookended by frozen winter wonderlands and sun-dappled summers; townie charms easily intersect with fabulous global luxury; mountain purity meets playful debauchery, and adventure junkies hobnob with opulence connoisseurs,” Ryan said. “For a town and destination that has everything all at once, it was missing one thing: an elevated and playful lifestyle brand to celebrate the modern sophistication of the Aspen lifestyle year-round.”
Must-haves for the brand, he said, was loungewear that felt comfortable to travel in but elevated enough to wear in hotel lobbies or while exploring the city. The overall mission for the brand is to provide a platform for “generations to celebrate — surrounded by a sense of community and belonging.” The collections, he said, will be designed to translate a place that people aspire to visit, to celebrate in and feel accomplished to a new perspective of living.
Notably, every Camp Aspen purchase is delivered with the latest issue of the brand’s collectible “campzine.” The scrapbook-style magazine includes both real and imagined moments and memories that tell the meaning of Aspen through the brand’s storytelling.
By using a drop-model for Camp Aspen, the brand aims to prevent the limitations that come with traditional seasonal collections, rather putting focus on driving cultural connections between our consumers surrounding monthly product releases. Each collection will feature Camp Aspen’s snow leaf logo, representing the juxtaposition of winter’s frosted beauty and the promise of summer. Ryan told WWD, he “envisions each piece serving as a stylish yet timeless memento, uniquely made for each wearer of our community.”
“We aspire to disrupt the boundaries of traditional loungewear clothing and apparel classics while holding near and dear to our camp ethos, always inspiring the modern and nostalgic comfort and sophistication that embodies Aspen as more than a city, and lifestyle, but a feeling,” Ryan said. “We view our consumers as our community of campers. [They] appreciate quality items, culturally connected and values living an active lifestyle and feeling connected with the freedom of Aspen, viewing the greater outdoors as a retreat.”
With Camp Aspen’s second collection drop now available through the company’s website, Ryan said he sees a big future for the brand with goals to expand from a lifestyle brand into a community of constant conversation and celebration through elevated clothing.
For More WWD Business News:
Accessories Brand Aloha Collection Turns 10, Unveils New Fabrication for Second Chapter
Veuve Clicquot Partners With Magnum Photos for ‘Emotions of the Sun’ Exhibit in New York
Summer House Star Paige DeSorbo Joins Amazon for New Original Shoppable Show on the Fast Channel
Best of WWD
