Swedish ski resorts are gearing up for one of the busiest times of the year. Among the most popular destinations is Sälen, five hours’ drive north of Stockholm. In the weeks during and leading up to Easter thousands of Swedes of all ages take to the slopes in Sälen, keen to show off their skills and, perhaps more importantly, their style.

Looking good

Maria Wennerstrand, manager of Sälen ski school, says: “Everyone from teens to retired couples wants to look good on the slopes. For the youngsters, the focus is on their clothes; looking cool. They’re not always so cool when they ski, but they always dress the part.”

And for most, dressing the part means looking like a snowboarder. “The ski instructors here, when not in uniform, favor snowboard clothing,” Wennerstrand says. “That means big, baggy pants, bright colors and labels like Burton, Quicksilver and Sweet. And that fashion tends to filter down to the guests.”

One color rules

It’s a similar picture in Åre, about nine hours’ drive northwest of Stockholm. Anders Edblad is manager of Stadium Ski, the local outpost of the Swedish sports retailer. “People are much more interested in how they look on the slopes than they were 10 years ago,” he says. “Then, a jacket would do for several seasons. Now it’s two at the most. When people come to my shop to buy an outfit they want to know how it looks first and how it functions second.”

And Åre’s hottest ticket this season? One-color matching outfits, according to Edblad. “We’re definitely seeing a move away from the brightly patterned mix-and-match outfits that were popular a few years ago. Also people want, and can get, a complete matching outfit from jacket, to pants, to boots, bindings and skis. All color coordinated.”

Second-time skier Eva Säfström is heading to Åre this Easter with friends. For her, a beginner, the outfit is important. “I don’t want to look too good. I wear a basic outfit, black trousers and a green jacket. I think my clothes should go with the way I ski,” she says, adding that she doesn’t want to attract too much attention while she ploughs down the slopes. Her husband, Jocke, turns more heads on the piste and is happy to do so. He wears a bright orange jacket, matching gray trousers and an orange hat. “Even the glasses are orange. He wants to look like a ski bum,” Eva laughs. “But I think he skies really well.”

Back to basics

Equipment manufacturers are not just responding to trends, though. They are setting them, too. Maria Wennerstrand at Sälen ski school says: “The introduction of carving skis some 10 years ago drove a huge resurgence in the popularity of skiing, because they make skiing so much easier. At one point it seemed that snowboarding was taking over. Now we see fewer and fewer boarders in Sälen. Kids make up 80% of the ski school and their parents want them to learn to ski, not to board.”


Most parents want their kids to learn how to ski first, board second. Photo: Henrik Trygg/ Image Bank Sweden

Klaus from Germany has been to Sälen with his family every winter for five seasons. Today he is stealing some alone time on one of the chair lifts. “I love to ski and I want my kids to learn, too. Down in the Alps it’s very chic and very beautiful, but this is the best place for kids to learn. There are so many of them for a start, so they feel welcome. Once they can ski, it’s up to them if they want to try snowboarding. But skiing is more important if you ask me.”

The return to skis is showing in more traditional ways, too. “In recent years we have seen a big increase in people wanting to learn cross-country skiing,” Wennerstrand says. “Swedes are very conscious of their health and cross-country is a great way to stay in shape.”

It’s cool to be safe

Perhaps more surprisingly safety is also in. Anders Edblad at Stadium Ski says: “Nowadays it’s very cool to be seen wearing a helmet and back protection, something that was almost unheard of 10 years ago. It says, ‘I can ski fast’ even if you can’t. And a cool helmet is one more way to make a fashion statement out on the snow.”

Advanced skier Jocke Säfström is keen for himself and his wife to wear helmets this year. But Eva is not ready for one. “We had an argument about it. I take his point, but I would look stupid in one,” she says.

Swedes, it seems, also show caution in what they are not doing on the mountain. “The more extreme activities like heli-skiing and kite skiing are not as popular here as they are in the Alps or the US,” Edblad says. “They exist, but only in a small way. And I don’t think they will grow in popularity the way snowboarding did. For that you need to have more competitions associated with them. That’s how alpine sports grow in Sweden.”

Facts

2.3 million Swedes went skiing in 2007
1.9 million of them in Sweden
54% of them were 29 years-old or younger
56% of them were male
85% went skiing
11% snowboarding

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Rob Hincks

Rob Hincks is a British journalist and editor based in Sweden. His ski suit is black with a small hole in the elbow, his goggles are hanging on by a thread and if you see him on the piste you would be best advised to stay well out of his way.