For skiers who set alarms

Existing ski merch fails the committed skier three ways: regionally locked slogan tees, park streetwear cut for someone half your age, and bachelorette après glitter. Nobody was making Swiss-modern, graphic-first skier iconography with national reach — trail maps, lift geometry, and signage rendered the way insiders actually read them.

So we did. FIRSTCHAIR translates the visual language skiers pay a premium for — the piste map, the difficulty symbol, the snow-report ticker — into an identity you can wear, alongside guides and gear held to the same standard: correct, dry, and useful.