Soho Ski Club's "Get Lost" Collection Encapsulates the Need for Exploration

Soho Ski Club's "Get Lost" Collection Encapsulates the Need for Exploration


Founded in New York City‘s Soho, Jerami Goodwin and Martin Howell set out to create Soho Ski Club, a nature club for city dwellers.

Soho Ski Club’s (SSC) concept is derived from the idea that nature is completely essential to happiness. With a passion for skiing and believing that the sport is the best way to connect with the great outdoors and humans’ innate sense of adventure, SSC is determined to bring nature and ski culture to urban communities. SSC is in pursuit of being the home to multi-disciplinary artists and collaborators alike, as well as the vehicle for creativity within the community.

“Get Lost” is the latest project embarked on by the club with director Drew Villani and the Nairobi-based artist, Akiba Haiozi, alongside photographer Derek Balarezo, stylist Chris Smith, as well as models Chauncey Mclovin and Riley Stumpf. The collection is designed to promote adventure and exploration, reminding city dwellers to take time to reconnect with nature. The concept stems from the need to go “off the grid” and “get lost” outdoors, completely disconnected from the world, to reset.

Akiba brings a fresh perspective to the capsule as a part of the thriving contemporary African art scene. His involvement pushed the brand’s creative boundaries, making him the first Kenyan to creatively collaborate with SSC.

The collection features an array of club branded apparel including hoodies, sweaters, and socks, though the Akiba-T is the main highlight of the collection. Akiba’s vibrant and eye-catching graphic and name are seen on the back, while the front of the shirt adorns the Soho Ski Club branding. T-shirts come in multiple colorways including varsity maroon, a deep emerald green, and the classic black and white. Other accessories include beanies with the phrase “Gone Skiing” stitched on the fold, and bucket hats with the SSC logo embroidered on the front.

Check out the latest collaboration above. Prices range from $65 to $175 USD and are available at Soho Ski Club.

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