MEC confirmed that it began selling alpine ski and snowboarding gear, including its own line of apparel, for the first time, on Oct. 15.
The Canadian retail cooperative, which serves about 4 million members, said MEC-brand resort-ready ski and snowboard apparel is available exclusively at all MEC stores across Canada and online at mec.ca. Burton and Helly Hansen apparel is available at select locations and online. Region-specific resort ski and snowboard collections, including gear, will be available at MEC stores in Calgary, Toronto, Ottawa and Montreal.
MEC has over 40 years' experience serving Canada's backcountry skiers, but had yet to focus on resort riders. As part of its entry into the market, the company has partnered with two elite Canadian winter athletes Mark Sollors and Roz Groenewoud and the nonprofit, Protect Our Winters (POW) to raise awareness of climate change via the POW Rider's Alliance.
On top of an extraordinary career in freeskiing, Roz Groenewoud is also known for her stand-out style on the slopes. The Olympian and X Games medalist mixes bright red lips with unexpected patterns and bright accessories.
Still, as temperatures change at resorts across the continent, function is paramount to personal style.
“It isn't as cold at Halfpipe competitions anymore,” said Canadian Olympian and X Games champion, Roz Groenewoud. “Over the last few years I've struggled with being too hot at the top of the course rather than being too cold. The unpredictable weather makes features like waterproof-breathable fabrics and layering systems important for keeping comfortable.”
The MEC downhill apparel includes non-insulated resort-style pieces that were inspired by MEC's backcountry apparel and adapted for the resort rider with features like soft fleece linings and a relaxed fit. MEC has also developed lightweight insulated downhill apparel designed to withstand eastern Canadian cold but stylish enough to wear in the city.
Pro snowboarder Mark Sollors has seen the evolution of slope style firsthand.
“During my career I've continually seen slope style influenced by street style, so the jacket you wear in the city is now technically built to wear on the hill as well,” Sollors said, citing MEC Syncronis Jacket for men and the Sweet Shot jacket for women as examples of a multi-purpose winter jacket.
POW is one of the hundreds of non-governmental organizations MEC supports through its commitment to 1% for the Planet. Since 2010, MEC has invested over $500,000 in non-profits that support winter activity in Canada.
MEC generated annual sales of about $300 million at its 18 stores and MEC.ca in 2014.
