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Mix of fashion & technology on icy slopes

Dec '05
Demand for fashion is growing everywhere.

Statistics show that young people; teenagers and youth alike, are becoming more fashion conscious than ever before.

Today's generation wants to remain hip and connected no matter where they are.

Consequently, with winter holidays approaching, ski resorts are gearing up to update themselves on the latest fashions and trends.

Records show that about 50.6 percent of the 2004 snowboard and 27.8 percent of alpine skiers markets fall in the age group 7-17.

Last year, skiing and snowboarding sales were a record at over $778 million and apparel and garment registered sales worth $746 million, and accessories reached $722 million mark.

Snowsports Industries America, a non-profit trade association, calculated the sales at $2.3 billion.

Considering the potential, the ski shops are taking up coolest fusions of technologies and fashion trends, with high-tech gadgets like cell phones and digital cameras built into the high performance outerwear.

Burton's Ronin Espionage jacket features a low-profile digital camera, a flat-panel malleable screen that monitors body vitals, environmental factors (altimeter, barometer), links music and cell phones 'cyborg-style' all within a three-layer shell that stashes into a removable insulated vest.

Wired accessories include audio helmets that enable skiers and boarders to listen to a portable audio device and answer cell phone calls.

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Delhi based fashion designer, <b>Samant Chauhan</b> who mostly works on...

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Being one of the first designers to use the "Brand India" positioning for...

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Founded by <b>Sujata and Taniya Biswas</b>, Suta is a humble brand which...

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