What’s Your Fancy: Wil Beedle Shares His Essentials for Style on the Slopes—Or the City

“Many people associate us with statement puffers and bomber jackets but I also love our shearling jackets. There’s just such a tactility to them, which means they can be transformed into the most beautiful sculptural shapes that maintain their depth and richness. They also have a transformational quality which, unlike many jackets, means you can throw them on with jogging bottoms and slides and still look super chic. One of the most rewarding things about developing SSC is seeing women in many different settings wearing our shearlings in all sorts of different ways – layered up like a cocoon in Aspen or in the Austrian Alps, paired with track pants for hi-low dressing in New York or Seoul or Paris.”

“My favorite piece from the latest collection is the Daia shearling. Like everything else, there are enough shearling jackets in the world already, so to justify making a new one it has be something that hasn’t been done before, whether that’s the way it’s tanned and color-blocked or the way it’s cut. For me, a great shearling always starts with the quality of the material, and so we work with the best tanneries to create a shearling that has a unique hand-feel shape and behavior. From there we start to build up the form and cut to create a unique silhouette.”

“A great way to take get introduced to our brand and the SSC style is with our brand partnerships. We recently collaborated with AGOLDE—a partnership that came together naturally because of our two brands’ respective collections complement one another. AGOLDE epitomizes Los Angeles relaxed and progressive vibes with its commitment to creating premium denim collections using the best sustainable practices. Meanwhile, on the other side of the Atlantic, at Shoreditch Ski Club we provide the technical performance components of cutting-edge skiwear while turning up the dial on the fashion attitude of its local East London creative community – and is driven by our unwavering dedication to creating puffers, shearlings and leather jackets in the most eco-conscious ways.

“We’ll definitely expand into menswear at some point soon; there are so many obvious reference points in our design and values that work unisex. To that point, we already see a lot of guys buying our puffers and shearlings in XL sizes, particularly in Asia; it’s becoming a thing over there and is great for the brand’s visibility. A personal favorite coat for guys to wear in XL right now would have to be the Nila bomber or the Willow Puffer.”

“Again, I have to tip my hat to AGOLDE’s beautiful denim. AGOLDE and their Citizens of Humanity Group have invested in and partnered with agricultural non-profit Kiss the Ground to create “Kiss the Ground Cotton,” a trademark that distinguishes the group’s products that are made with regeneratively grown crops and support the broader regenerative agriculture movement. It stems from the same mindset that drives SSC: sustainable thinking, alternative materiality, affirmative actions, but with an absolute commitment to incredible design and our respective brands’ vibes.”

“Well, when we see people with great ski style on the slopes, like Miranda Kerr, they are often wearing our Willow Puffer along with Yniq’s snow goggles. I admire the way Yniq are so committed to skiing and snowboarding’s ultra-high-performance requirements while still creating beautifully designed fashion-forward eyewear. Their snow goggles are the perfect accompaniment to complete a SSC look – to be worn on the slopes, après-ski, or in the city for those with the fashion attitude to pull off the look!”