Humble Beginnings
By: AJ Cargill
How audacious! To start a novelty fashion brand in the middle of a worldwide pandemic? I must be nuts! But am I? Is it crazy to follow the seeds of creativity that have taken root so deeply within my everyday thoughts, within my soul? I think not. I think this is exactly what I was meant to do on this earth, at this time. When we share our joy, our visions, our passions, we foster the stewardship for magic and special spaces, and we can communicate and resonate through design.
The vision - and this brand - has been distilling inside me for decades. I worked for many years as an apparel buyer in Jackson Hole, Wyoming - a small and beloved mountain community. I curated selections of unique and appealing clothing and accessories, bringing many new brands and styles to the rugged mountain West. I loved my job and work environment (at the base of a ski area - for me it was heaven!) and was able to build collections that many people loved. I was rewarded with their enthusiasm, their gracious words of appreciation, and the growth of the business that stemmed directly from their purchases of the items I picked out and displayed with creativity. It was a rewarding career, and one of many a stepping-stone on my path.
During this time, I deepened my connection to cozy and KEEPABLE things - a cocooning sweater, a hat that fits my head perfectly, wool base layers that feel decadent. And I realized that, as a society, we were turning more and more to synthetics (fleece, for example and other petroleum based fibers) and fast fashion. I started to hand-knit more, choosing luxurious and thick fibers and gravitating towards vibrant, unexpected colors. I gave knitted gifts. I started sewing, turning worn-out items into up-cycled treasures. I sold at local fairs. I found. a groove and new passions. Yet, I kept my day job. And within the job, I found knits to be falling into 2 extreme categories: as base layers only or as super high-end, brand-conscious, overpriced sweaters. I loved the feel of natural fibers, but wanted more. I wanted to combine a superfine wool with cashmere (or something similar) and fill niche of ‘sport luxury’. And I thought of the ski sweaters folks knit and enthusiasts adventured in throughout the 1960’s, 70’s and 80’s. I loved the look of those old Demetre, Roffe, and Meister knits. I loved the Bavarian feel of some designs, and the simplicity of others, and the rebellious splash of colors and stripes on yet others. I wanted to combine the retro vibe with modern fits, colorways, and fibers. I had drawn shirts, sweaters, and hats. I had mused about color combinations. I dreamed up new names, new shapes….
Then HP came to Jackson for her daughter’s ski competiton in February 2021. We reconnected and discovered a tremendous simmering of similar concepts, color work-ups, and the same adoration for knits, both in our own knitting projects and in our design aesthetic! We decided to team up and use our artistry, strengths, and resources collectively. We began to lay the foundations and build our brand: Alpine Revival.
Once solidified with a partner, we began to work at twice the speed. We found sourcing, a developer, and a manufacturer. We built out our line and color stories. We edited to our favorites. We decided on a test launch of a small grouping to see how our designs land with our concepted audience and if we can sell them.
And so, with this - we bring you our first collection, Fall of 2023. We hope you love it as much as we do!
Please know we are SO excited to hear from you and how you like and feel with our limited run. See you soon, AR family!