The inaugural Aether Winter Ski Rally is designed as a ski-at-your-own-pace weekend, with curated gatherings before and after time on the mountain. Photo: AETHER Apparel.

PARK CITY, Utah — After a decade of hosting its popular summer rally in the California desert, Aether Apparel is bringing its community-driven event to the mountains with its inaugural Winter Ski Rally in Park City, Feb. 6-8.

The Los Angeles-based outerwear brand focused on ski and motorcycle apparel invites skiers, riders and fans to spend a weekend on the slopes, connect with like-minded adventurers and experience Aether Apparel’s approach to mountain culture firsthand. The winter event follows the same ethos as its long-running Joshua Tree Summer Rally — centered on exploration and community, just adapted for snow.

“Since AETHER’s inception, we’ve developed products and apparel that are purpose-built for our own personal interests and passions, whether that’s hiking, traveling, motorcycling, or skiing,” said co-founder Palmer West. “Knowing so many of our customers share our proclivity for the same hobbies and pursuits, we strive to create events that allow us to bring that community together.”

While the summer rally now draws hundreds of attendees, the Winter Ski Rally is intentionally smaller as it launches its first year. The goal is not scale, but connection.

“Park City was a natural choice for Aether’s first winter rally,” said West. “Though the brand is headquartered in Los Angeles, its identity is rooted in mountain travel and technical apparel designed to move seamlessly from the slopes to dinner.”

The Aether Winter Ski Rally is designed as a ski-at-your-own-pace weekend, with curated gatherings before and after time on the mountain. Skiing itself is flexible, allowing participants to explore on their own or link up with others throughout the day.

Tickets for the event are $75 and include several hosted experiences throughout the weekend. While lift tickets or ski passes are not included, the ticket provides access to a discounted lodging code at Black Rock Mountain Resort, along with breakfast there on Saturday.

Festivities begin Friday evening with a casual kickoff gathering at Black Rock Mountain Resort, giving attendees a chance to meet, make plans and settle into the weekend. Saturday is dedicated to skiing at leisure, followed by an après-ski gathering at Aether’s Park City store from 4 to 6 p.m., featuring drinks, music and light bites.

The evening continues across the street at Old Town Cellars, where attendees can enjoy a catered dinner. Drinks at the store are included with the ticket, while beverages at dinner will be available for purchase.

Event details, including the full itinerary and ticket information, are available through Aether’s Winter Ski Rally event page.

“Whenever we’ve moved into mountain towns, we’ve always tried to go the extra mile to ingratiate ourselves with the local population rather than relying exclusively on travelers and tourism for commerce,” he said. “We strive to put down roots and make these places a permanent home. In our eyes, that means giving back and finding ways to contribute to the community, and just as importantly, becoming a genuine part of that community.

Anytime you attend any AETHER community event, you’re guaranteed to be joined by people that share a common interest, making our rallies great opportunities to make friends and meet other like minded people — with our Park City Ski Rally being no exception.”

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