Alpine Aesthetic: Shopping Aspen’s seasonal pop-up scene

Alpine Aesthetic: Shopping Aspen’s seasonal pop-up scene

Gabriela Hearst at MAX.
Courtesy Gabriela Hearst

It was only five years ago when The Aspen Times reported a new fad had hit town: the pop-up shop. Today, the retail strategy is ingrained in the standard shuffle of big city brands wanting to capitalize on the in-crowds of clientele visiting during holidays and beyond.

Whether it’s a good thing (high-priced commercial spaces are at least occupied versus vacant) or a bad thing (locally owned businesses often struggle with a commitment to year- round leases) — the trend continues to heat up with every change in season.

This winter, some boutiques have already said goodbye after shorter activations like The North Face at Gucci, Loro Priana Interiors, Mad Happy and Printfresh at The Art of Cozy, but here are five pop-ups to still pop into before winter ends:

Who: Gabriela Hearst

What: The recently appointed director of Chloé and designer of her titular label, Gabriela Hearst tapped longtime friend Max Martinez, owner of multiple MAX Clothing Stores in Colorado, for a first-of-its kind retail residence in his downtown store. Expanding on Gabriela Heart’s commitment to sustainability, the installation features custom, repurposed furniture and fixtures crafted in collaboration with French sculpture and furniture maker Antoine Dumas and woodworking artisan Benjamin Gavro. MAX features her latest collections for men and women, but the spotlight is a blanket and knitwear installation offering welfat cashmere pieces hand- spun in her native country by the nonprofit organization Manos del Uruguay.

When: Through March 31, 2022

Where: MAX Aspen, 609 E. Cooper Ave., 970-554-3445,

Who: Cynthia Rowley

What: Perfectly timed to her winterwear debut with Roxy, Cynthia Rowley is back in Aspen (she also popped-up here in 2019) with a takeover of the Grotto. In addition to flower power onesies and other playfully patterned outdoor gear, the “Ageless” (a podcast she hosts with her daughter Kit Keenan) designer’s complete collection is on-hand from sparkling night out options to her signature colorblock wetsuits.

When: Through April 17, 2022

Where: W Aspen, 550 S. Spring St., 970-431-0800,

LoveShackFancy at the St. Regis Aspen Resort.
Courtesy LoveShackFancy

Who: LoveShack Fancy

What: The New York City- based brand with boutiques from Madison Avenue to Miami — and a Hamptons favorite for floral flowy dresses — came to Aspen this winter with a special edit of cold weather staples, including wool cardigans, pretty puffers, cute beanies and custom mittens by Bogner. Shop the whimsical world of LoveShackFancy in its tented dome in the resort’s Mountain Plaza (open Wednesday-Sunday from11 a.m.-6 p.m.).

When: Through March 31, 2022

Where: St. Regis Aspen, 315 E. Dean St., Aspen, 970-920-3300,

Who: Ross & Snow

What: Founded by a husband- and-wife team of former fashion executives in 2017, Ross & Snow picked the perfect location for a seasonal retail residence outside its own e-commerce site. Wool-lined boots (the slides are cozy, too) in puff fabric and leather are crafted in small family-owned factories in the Italian countryside, where traditional skills are matched with modern technology to incorporate a proprietary weatherproofing treatment (SuPreen) and arctic grip outsoles (Vibram) Arctic, so as the brand puts it, “you can look good and get shit done.”

When: Through March 1, 2022

Where: 501 E. Hyman Ave. (next to JUS), TK,

Suite Reyad at the St. Regis Aspen Resort.
Courtesy Suite Reyad

Who: Suite Reyad

What: Founded by Reyad Fritas, Paris-born master colorist, Suite Reyad has returned for its second season adjacent to Remède Spa for a pop-up of its only permanent location in The Pierre hotel on the Upper East Side. Suited for its well-heeled regulars who are spending winter in town and new clients alike — it’s a sanctuary of a salon for cuts, color, blow-outs and event styling from an elite team of hair artists. Available by appointment only (closed Sundays and Mondays).

When: Through TK, 2022

Where: St. Regis Aspen, 315 E. Dean St., Aspen, 970-920-3300,