Comfort à la mode in Canmore
by Amanda Follett
"Mountain style" may sound like an oxymoron, but there's a certain look that goes with living in the Rockies: a comfortable, unassuming approach to image. In Canmore, fashion begins in the high peaks and works its way into local coffee shops, creating a style that combines both function and fashion.
There seems no better person to ask about local fashion than Mark Rethy, owner of locally-designed fleece line Mountain Style. On my way to meet him, I suddenly catch a glimpse of myself in the mirror: jeans, disheveled hair, wool sweater and a down vest. (A quick whiff confirms that the vest does not, as I had feared, smell like canine from dog sledding the day before.) Even still, I have to ask myself, am I really the person to be writing about how Canmore defines itself, fashion-wise?
"Comfortable and non-pretentious," is how Rethy defines mountain style and I breathe a sign of relief. "It's about being comfortable in the environment. You can see that in the people around here. They're comfortable in their skin and the clothes they wear."
For Rethy, finding the perfect image means tailoring fleeces and lightweight baselayers exactly to you: "If we couldn't find the perfect fleece, we'd make it ourselves," he says. His company started as West, an image-branding agency catering mainly to local business. Mountain Style was born from the desire to provide exactly the look his clients were going for, mainly that Rocky Mountain image.
For Rethy, fitting in with the local fashion scene means incorporating both functionality and what he describes as an "enduring sense of style." The majority of his clients, like tour companies and hotels, want a look that emulates mountain living, and Mountain Style delivers with high-collared, zip neck fleeces and cozy, hooded sweatshirts which he also sells from his Main Street showroom.
It appears that Rethy might be on to something. The company was ranked by Alberta Venture Magazine's January 2004 issue as the 25th fasted growing business in the province. It also received the Canmore Chamber of Commerce President's Award in 2003 for community involvement.
Across the street, Valhalla Pure sells high-end technical clothing like Patagonia, Marmot and Arc'teryx - lines that could be considered the Dolce and Gabbana of the high alpine. Comfort and functionality are still key elements, but owners Jamie and Sharon Cuthill have seen fashion slowly creeping into the mix. "Certainly, the line between fashion and function has blurred completely," Jamie says.
back to top
|
Fashion in the Canadian Rockies translates directly into what's comfortable and suitable for enjoying the great outdoors. Valhalla Pure Outfitters, a popular Canmore gear and clothing store offers this casual outfit, well suited for an afternoon walk on the river or springtime lunch on a sunny terrace.
As urban fashions begin to cater more to lifestyle with yoga wear and casual basics, the outdoor industry seems to be stepping up to the fashion plate, offering city styles and cuts combined with technical, more comfortable fabrics. The new look has brought with it a sense of balance, where rugged outdoors meets the comfort of easy living.
"They want to be going light and fast into the mountains and be back at Zona's for dinner," says Jamie, referring to a trendy local restaurant.
Haute couture in the high alpine may be all well and good, but no one will ever be able to sell mountain-dwellers on a look that doesn't feel right.
"The number one thing with mountain style is comfort and relaxation," Jamie confirms. "Mountain style really is something you can wear in the city, you can wear it to work, but you can wear it out in the mountains and get dirty."
Good thing, I think, picking a dog hair off my jeans. I never was one for those big hats or stiletto heels.
Amanda Follett is a tall, beautiful Canmore freelance writer who is one of those rare people who might pull off Dolce and Gabbana in these casual mountains she calls home.
|
