Friday • July 4, 2014
When I saw the FairEnds crew were making a Fernie trip to shoot some material for their new collection and test their Surface limited edition FairEnds skis, I jumped on the internet and asked Google what FairEnds was all about.
Established in 2011, FairEnds is a men’s fashion label born out of simplicity. Ben Ferencz, one half of FairEnds lives in Missoula, so Fernie was an easy choice when organizing the recent trip.
With a group of important artists, designers, writers, ski industry innovators and a photographer I was a little nervous for our first meeting at Fernie Alpine Resort. Luckily the knee deep classic Fernie powder took the pressure off, who doesn’t like skiing powder?
As it turns out the guys were great! Really friendly and low key, just happy to explore new terrain and get some fresh turns.
FairEnds as a label began with a series of custom made hats and grew from there. The purpose of their line is not to be limited or exclusive but functional with something for everyone. Having roots in the mountains and the city, urban and western combines to produce their Californian made products.
I will be the first to admit, my knowledge of men’s fashion is pretty much non-existent. As I was getting my ski gear ready for a day of cat skiing with FairEnds at Fernie Wilderness Adventures I looked at my eight year old, duct tape covered down jacket and thought twice before I put it on. The down jacket came, and no one said anything.
Although my choice of insulation may not align with the design team visions, my old tattered jacket represented something that FairEnds preaches as a company. It is all about the adventure, getting together with friends and getting out of the city.
Practical yes, stylish not so much – at least we were somewhat on the same page!
Fernie Wilderness provided the goods again and showed the group what a great day of Fernie powder skiing is all about. The FairEnds motto resounded within the group. As Ben and I stood at the bottom of a powder field, watching the guys pick a line and leave their mark in the Fernie snow he commented,
“Look at their smiles! I love bringing the city to the mountains, this is what it is about.”
Indeed Ben is right, Fernie is all about getting away and experiencing something different.
Jack Viney – Tourism Fernie