Snow, Speed, and Style: Meet The Ex-Ski Racer Shaping the Future of Skiwear

STOWE, Vermont — It's ski fashion season, and slopeside sensations abound. Whether you opt for a streamlined one-piece suit, trendy hi-vis set, or effortlessly cool snowboarding look, the price tag for apparel is equally as steep as its slopes. Jordan Watts, a former ski racer, sought to satisfy skiers who want to sport their style without the high-fashion price tag (more money for lift tickets). Utilizing her understanding of ski racer uniforms — designed for durability, warmth, and performance on the slopes — she launched JORDE, a sustainable and high-quality skiwear line for women at an entry-point price for luxury ski fashion. The colorful, monochromatic looks stand out whether you're knee-deep in powder or cheers-ing with a spritz on a sunny patio. I caught up with Jordan to chat about the design features important to a ski racer, the mountains that inspired her collection, and the ski destinations she hopes to visit this season.

What inspired you to create JORDE?

I grew up as a ski racer in New Hampshire and always loved ski fashion. After college, I worked at the luxury ski-fashion brand Bogner, where I gained a sense of what people wanted to buy; something classic that won’t go out of style and isn’t super trendy. Through that process, I realized how many ideas I had for designs. I also noticed a big gap in the market from people like me that love the look and quality of luxury ski fashion but don’t have thousands of dollars to spend on skiwear. I started to draw designs on my iPad and formed a full collection. My fiancé said, "Let's do this," and we founded the company together. I found my gap in the market by designing silhouettes of luxury ski fashion at a reasonable price point that no one was doing at the time.

What design features are important to you?

I knew I wanted to do matching sets; they are classic and won’t go out of style. When I was designing the one-piece suits, I really wanted style at an approachable price. You don’t see one-piece suits under a thousand dollars. Most brands also design their skiwear in all solid colors with a black trim. For my first collection, everything was monochromatic with a slight contrast trim. The ankle patch keeps things classic and unified. The sets really took off!

You're passionate about the sustainability efforts in your production. How have you integrated eco materials into your products?

All of our products are free of forever chemicals and any materials we can use that are recycled, we do. The filling in our jackets and insulated pants are Repreve, made from recycled plastic water bottles. They’re incredibly warm, which is super cool. All of our packaging is recycled. It really is what consumers care about. We’re working on a summer line made from bio-based materials rather than classic nylon. It's going to be a huge step for us.

What mountains inspired your designs?

Aspen, of course, and St. Moritz. We're from Stowe and you don’t see a lot of one-piece suits on the mountain, probably because it's much colder in Vermont than most western ski destinations, but I want to inspire more one-piece suits for spring skiing on the East Coast.

What’s your favorite piece in the new collection?

The Reese Bib with an added stripe. Especially with the jacket, it just makes such a beautiful and editorial look.

Describe your dream aprés ski.

Aspen, Cloud Nine Alpine Bistro, JORDE one-piece suit, so fun.

What are you excited about for this upcoming ski season?

We just launched our second collection with new color ways and styles. As we grow, I want to be a winter brand and not just a ski brand. We've expanded from three products to nine and it is fun to keep adding to the looks. This winter we launched a base layer, made from 100-percent merino wool. The base layer is sweat-wicking, so you can wear it all day, stay warm, and barely smell!

Tell us about a dream ski destination.

As a ski racer, I would go to training camps in Chile every summer, but I never went to Europe. My dream is St. Moritz. Domestically, I’ve had some of my best ski days in Beaver Creek, Colorado.

What essentials are in your ski bag?

YNIQ goggles, the best and only goggles I use. A neck gaiter, which we will be making next year. Hand and toe warmers, since I get so cold. Definitely all the JORDE products. And my Hestra gloves. 

Shop Jordan's ski-bag essentials and more at the Fathom mountain getaway shop.