The 35th Annual SIA (SnowSports Industries America) Trade Show took place January 23-26, attracting an estimated 18,000 visitors, including manufacturers, retailers, representatives, resorts, and athletes.

According to the organisers, one of the hottest topics discussed was how far the industry has come in terms of style and fashion. Be it snowboard, skiing, hardgoods or softgoods – bold fashion statements, colours, embellishments and patterns were seen down every aisle. 

While fashion-forward outerwear created a stir around, there were also plenty of new innovations on show in terms of equipment and new technology, with women-specific equipment proving to be a popular area of growth and development.

More and more women are buying technical hardgoods, and they want to know:  what performance, features and enhancements will advance my skiing potential? 99% of women want women’s skis and boards,” said Dennis Lovick, general manager at the Viking Ski Shop in Mount Prospect, IL.

Another area that also showed continued expansion was wearable technology, with new accessories such as Reusch’s new Sonic Control glove, developed for the iPod which has rubber buttons to allow the wearer to control volume, pause, play, and more back and forth between tracks.