Luxury skiwear brand Jet Set has partnered with outdoor industry veteran Andrea Westerlind to represent the brand in North America through her Westerlind Agency.
Jet Set was founded in 1969 in St. Moritz, Switzerland. The Berkshire Edge described Westerlind as “a native Swede who has a close connection to nature, in part because the Swedish landscape is vast and varied. Westerlind has held various positions related to the outdoor gear industry for many years in Sweden and the U.S., before moving her operation to Millerton, NY,” the publication continued.
“From this season onwards, Westerlind Agency will represent Jet Set in the U.S. and Canada, bringing the brand’s signature mix of unique performance sportswear and technical fashion to a wider North American audience,” the company said in a media release.
Westerlind said, “Jet Set has always stood for uniqueness, style and performance. We are thrilled to introduce this iconic brand to a new community of explorers and tastemakers.”
Andrea Westerlind has built a portfolio of New York-based businesses over the years, including Westerlind Pantry, and serving as the curator and founder of the Above Tree Line trade show, in partnership with Capsule, as well as the owner of All That She Wants, which is now under the Westerlind umbrella.
Westerlind Pantry is described as a showroom and boutique specializing in apparel and gear that “push the cutting edge of fashion and outdoor technology.” In 2014, she opened her first U.S. retail store on Spring Street in New York City. She now reports having shops in Millerton, NY; Rhinebeck, NY; Hudson, NY; Great Barrington, MA; and Manhattan’s Soho neighborhood. Westerlind also has a direct-to-consumer platform under westerlindoutdoor.com.
“We are excited to collaborate with Westerlind,” said Adrian J Margelist, CEO of Jet Set. “Andrea’s reputation, network and passion for exceptional brands align perfectly with Jet Set’s values and ambitions. This collaboration marks an exciting new chapter for Jet Set in North America.”
Images courtesy Jet Set, Westerlind / Dagens Industri/Ellinor Stigle
