In the Vail Valley, skiing might take center stage, but don’t let that fool you — this mountain town is as stylish as it is sporty. Trendy boutiques blend practicality with modern mountain flair, offering a wide array of outfits and accessories that exude alpine chic vibes for every style and age.
From cozy sweaters that keep you warm during après-ski to accessories that add that extra sparkle, Vail Valley’s fashion scene is a masterclass in alpine chic. This relaxed yet sophisticated vibe is like the area: cool, comfortable and casual. Want to know how to pull it off? We’ve scoured where to shop and how to style men’s, women’s and kids’ looks so you can feel your best.
Effortless Layers, Endless Style
Alpine Kind
“Mountain fashion has a certain amount of effortlessness that goes with it,” says Sally January, owner of Alpine Kind, a mountain-inspired apparel and gift boutique for men and women with locations in Beaver Creek, Minturn and a new spot in Vail Village. “You have to layer up to stay practical, but you can still look put together. I don’t go anywhere fancy but add a chunky knit sweater, some acces sories, like casual jewelry or a fun hat, and you’ll look great,” she exclaims.
Alpine Kind isn’t your average mountain shop. January, with her keen eye for style, curates a collection that inspires an outdoor lifestyle while capturing the authentic essence of the mountains. Stocking adorable sweaters, fun, casual coats and locally-made gifts like jewelry, candles and natural skincare and home goods, she works with private labels and recognizable brands to ensure there’s something for everyone. “I want to make everyone look good and feel happy, from the 7-year-old girl to the 65-year-old woman,” she says.
Hats Off
Taking a cue from the region’s Western roots, hat bars have become the hottest trend in the Vail Valley. Whether it’s a classic or modern cowboy hat, you’ll instantly elevate any outfit, adding a touch of personal style. At Alpine Hats by Alpine Kind, you can customize the perfect topper for your outfit with ribbons, feathers, pins, leather wraps, branding and more.
Antlers and Rosé
Meanwhile, Antlers and Rosé, in historic downtown Eagle, offers its own take on the customized hat lounge alongside clothing and home goods. Owner and founder Brook Richards has curated a collection that’s equal parts classic, modern and sophisticated style with a hint of the West. “In the Vail Valley, we’re all about casual style,” Richards notes. “Our store is stocked with timeless pieces with a Western twist.” No wonder why hats are a staple in her store.
To create an effortless everyday outfit, Richards suggests starting your look with a great pair of denim jeans. Layer on an over sized button-down or soft knit sweater in a neutral tone, and cinch it with a classic black or camel brown belt. Then, head to the hat lounge to customize and top off your look with their new private label collection, Stella Rhodes. Add a Western silk scarf or statement cowboy boots, and you’re ready to turn heads.
Sound like your style but feel slightly intimidating? Antlers and Rosé creates a laid-back, customized shopping experience where stylists are ready to help you craft a head-to-toe look (along with complimentary rosé any time of day).
Classic Is Always In Style
Classic and neutral pieces are the backbone of a great wardrobe — they’re versatile, timeless and never go out of style. Simple, high-quality and well-fitting basics ensure you won’t have an “I have nothing to wear” moment. From there, you can mix in unique pieces that express your personal style.
ERL + Co
ERL + Co, a boutique opened by mother-daughter team Ellen and Leanne Rindahl in Edwards, believes in high-quality clothing in neutral colors and clean lines that stand the test of time. Its shelves are lined with wearable clothing for both women and men, as well as home goods and gifts embodying timeless elegance, ensuring you always look and feel sophisticated.
“Our brands lean towards European with classic cuts in shades of cream, taupe, navy blue and black — styles and shades that anyone can wear, anytime,” Ellen Rindahl explains. “The look and quality of European brands stand out, and the clothes are well-made so they last, which is especially important for men who keep their clothes for years.”
Modern Mountain Man
When it comes to men’s fashion, simplicity reigns supreme. Men often stick to tried-and-true styles, gravitating toward easy-to-wear, comfortable and contemporary fits. Alpine chic is all about a cool, laid-back, well-fitting look in an elevated but relaxed fabric. Stacey Gillett, owner of Grey Salt in Vail Village, has this style down to a science.
Alpine casual vibes offer a more sophisticated look without trying too hard. The secret? Fit. It’s an easy way to modernize a guy’s look without straying too far from the familiar. “We carry more of a contemporary style,” Gillett says. “Start with a well-fitting pair of pants or jeans that are more tapered and have a narrow leg with a bit of stretch but aren’t skinny. Narrow and slimmer shirts are more modern (and flattering), but not tight, and are more wearable in classic patterns like plaid and rich colors like hunter green, brown, navy and oatmeal.” These small shifts immediately update a guy’s outfit.
For The Littlest Adventurers
Skipper & Scout
Mountain kids are their own breed, spending most of their time exploring the great outdoors. Their clothes need to be practical and comfortable. Sometimes, stepping up from the usual play clothes covered in stains and rips in the knees is in order — especially for special moments and family vacations. Skipper & Scout is a kids’ boutique that offers a wide range of brands and styles for kids of all ages and occasions, ensuring your kids are always comfortable and stylish.
“Your clothes should reflect who you are, and every kid should feel special,” says owner Kerry Roach, who started Skipper & Scout 10 years ago. A mama of two boys, Roach knows the ins and outs of kids’ fashion and curates a store that caters to everyone — from tomboys to tutu-loving princesses, with a splash of alpine-inspired looks that echo the outdoor lifestyle.
Keeping a store stocked with all styles and sizes of kids, from newborns to tweens, is no small feat. It’s like ERL + Co offers curated clothing, gifts and home décor with unique brands, sustainable choices and a focus on ecofriendly style. resetting a chessboard daily. Luckily, Roach and her team are experts at helping customers navigate the store and find what they need.
Embrace Effortless Elegance
In the Vail Valley, mountain fashion is all about effortless style that fits seamlessly into an active lifestyle — without sacrificing an ounce of sophistication.
Whether you’re refreshing your wardrobe or hunting for a unique memento of your mountain adventures, the Vail Valley’s boutiques are brimming with thoughtfully curated clothing, accessories, and goods to help you look — and feel — your best. From vintage-inspired ski sweaters to one-of-a-kind cowboy hats or locally crafted jewelry and candles, there’s something for everyone to treasure.