The Guide

Shred in style

We’ve all got our own favourite runs in resort, haven’t we?

For the Fork Tree team, it’s a powder run, off the beaten track in Courchevel Moriond. There are no piste markers, just an unusual, gnarled, forked-shaped tree, standing silhouetted on the horizon like a totem to the snow gods. This is where they shred deep pow, send pillow lines and drop cliffs. This is their playground.

This emblematic tree was the inspiration behind Courchevel’s local clothing brand, Fork Tree.

In the beginning…

But the first product wasn’t a t-shirt or a beanie. It was a pair of skis. Tom, brand founder, made the first pair in 2008, more from curiosity than demand. However, the skis met with success among friends and locals.

The following year Tom was flush with orders for custom-made skis. And before he knew it a boutique ski brand was born, providing a fully bespoke ski with the customer able to specify graphics, shape and profile. Tom enjoyed several years of success making skis, but the impossibility of moving the ski press over to the Alps where his heart lay meant that the skis had to be shelved.

A brand was born

Still, all the locals wanted to have a bit of Fork Tree as a memento and so Fork Tree clothing was launched, starting with the classic beanie and followed by hoodies, tees and caps.

Throughout, Fork Tree has tried to maintain the independent innovative spirit that goes into that first pair of skis. Making clothing should have the same detail and attention that went into ski building. This has manifested in a brand that focuses its energy on the processes involved in the clothing industry: materials, labour, manufacturing, shipping and packaging.

Ecological credentials

Fork Tree’s clothing is made from 100% organic cotton, in a factory audited for a wide range of social and sustainability criteria, and one of the leading socially-responsible manufacturers in India. The factory is entirely powered through wind farms and they’ve phased out plastic packaging.

Fork Tree is kicking off this winter with a pledge to plant a tree for every garment sold in store through the One Tree Planted program.

So why not grab a beanie or piece of clothing, safe in the knowledge that you’re supporting a local brand that cares! Then get out there and shred your favourite piste, pow field or kicker in style.

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Contributors to this article...

Gavin Fernie-Jones

Editor

Website:

www.thebootlab.co.uk

Email Address:

gavin@thebootlab.co.uk

Andy Lloyd

Photographer

Website:

www.alpictures.co.uk

Email Address:

andy@alpictures.co.uk

Marcus Parrott

Designer

Website: www.parrottdesign.com

Email: marcusparrot@hotmail.com