DummyBearsNot sure how I feel fully I am happy for their success but it leaves me feeling like they used the ski market as a stepping stone to get to a level where they could gain a wider audience. however this does not mean that you can ignore all the edits and hype and money they have previously invested in the sport.
Not sure that they really used it as a stepping stone. If their end goal was to just make streetwear for a large audience, it would have been an insane amount of extra effort/money to go out of their way to sponsor skiers, make edits, etc. Seems like they just realized more people than just skiers were interested in their stuff and started capitalizing on that. They're still a relatively small business, can't really blame them. Feels like more of an evolution of the brand which, while it's a bummer for us, is probably exciting for them