St. Moritz: The place, the myth, the energy that created JET SET

Some places don’t need an introduction. St. Moritz is one of them. You know it even if you’ve never been. The name alone carries weight of gold medals, private jets, and champagne sabering at altitude. This isn’t just a ski town. It’s a world unto itself, where the slopes are steep, the clientele steeper, and the après-ski scene is an art form.

It was here, in the thick of all that, that JET SET was born. 1970s St. Moritz was electric. It was the playground of the fast, the fearless, and the unapologetically stylish. People didn’t just come to ski; they came to be seen. And if you were going to be seen, you had to look the part. That meant ski gear that went beyond function. Something bold, something confident, something that turned the mountain into a runway.

JET SET was never about blending in. From day one, the brand stood out. It took performance skiwear and injected it with attitude. Bright colors. Graphic prints. Fits that made you look fast even when you were standing still. It was the uniform of the ones who didn’t just follow the tracks but made their own.

Decades later, not much has changed. St. Moritz still leads, still sets the bar for ski culture, and JET SET is still defining what high-performance, high-style outerwear looks like. The connection is more than history; it’s an ongoing conversation between a place and a brand that refuse to be anything but iconic.

The legacy of St. Moritz isn’t just about where it’s been. It’s about what’s next. And just like JET SET, it’s always looking forward.

For more on the legacy of St. Moritz, visit St. Moritz Official Website or explore its rich history on Wikipedia.