J.Crew has officially unveiled its first collection with the Olympic and Paralympic National Governing Body, kicking off a three-year partnership that blends fashion, performance, and cultural storytelling at a time when winter sports are commanding huge attention. Combined with athletes beginning their Olympic and Paralympic journeys, this collaboration places J.Crew at the intersection of lifestyle and sport.
From the outset, the partnership feels like an organic evolution. J.Crew, as a retailer, has always drawn inspiration from classic American leisure, think coastal summers, preppy style and now mountain life. Ski culture, with its mix of performance, heritage and apres ski socials, fits seamlessly into the brand’s DNA.
This move shows J.Crew’s longest partnership to date, signalling a deeper commitment to sport as a cultural platform rather than a seasonal aesthetic. Over the next three years, the brand will support U.S. Ski and Snowboard through a range of initiatives, from future collections to athlete-led storytelling, and fan focused activiations, all in a bid to build anticipation ahead of the Olympic and Paralympic Games.
In a first-of-its-kind collaboration, the collection includes 26 slopeside leisure style pieces that reimagine J.Crew’s signature categories through an alpine lens. Drawing on vintage ski emblems and archival Olympic patches, the assortment spans knitwear, elevated loungewear, and cold-weather clothing for women, men, and kids.
But the collaboration doesn’t stop at lifestyle. To ensure its on-mountain credibility, J.Crew has partnered with the U.S. Ski & Snowboard’s official uniform partner, Kappa, for a dedicated performance capsule. This includes a two-piece outerwear offering of technical ski jackets for women and men, both designed with athletes in mind. The capsule collection blends high-performance construction with a refined aesthetic, creating sportswear that doesn’t look out of place when you’re off the slopes.
In the campaign itself, J.Crew relies heavily on its sense of community. Rather than showcasing models at the centre of the campaign, J.Crew used the U.S Ski and Snowboard athletes who truly represent what the sport has to offer. The lineup includes Olympian and X Games medalist snowboarder Hailey Langfield, freeskier and X Games medalist Rell Harwood, Olympian and World Champion Tess Johnson, Paralympian and two-time world champion paralympian snowboarder Zach Miller, World Cup alpine skier River Radamus, and Olympic silver medalist freeskier Colby Stevenson.
The collection will be available from January 8th across select J.Crew stores and online at jcrew.com.
