Après ski isn’t just about hitting the slopes—it’s about what happens when the mountain slows everyone down long enough to reconnect. For Sweetlife, that idea has evolved into a cornerstone community moment with the return of its 2nd Annual Après Ski weekend.
What began last year as a single bus and a shared vision has grown into something far bigger. This year’s gathering expanded nearly tenfold, drawing a wider mix of longtime supporters, new faces, and brand partners who all came for the same reason: to step away from the daily grind and celebrate the people behind the culture. The growth wasn’t forced—it was organic, built on trust, relationships, and a genuine desire to create space for connection.
As Billy Q, co-owner of Sweetlife, put it:
“Après ski isn’t just about hitting the slopes—it’s our way of bringing the community together. Last year was just the start, and now, with even more brands backing us, we’re turning up the vibes. From the loyal partners to new faces, it’s about stepping away from the daily grind and celebrating the people who make Sweetlife thrive. Whether you’re boarding, chilling, or just soaking in the après vibes, it’s all about connection. This year, we’ve grown tenfold from our first bus—proof that the movement is only getting bigger. And trust me, we’re just getting started.”
That sense of togetherness defined the weekend. Some guests spent their days boarding and carving fresh runs, others gathered lodge-side soaking in the atmosphere, but everyone shared the same après energy—unrushed, welcoming, and grounded in community. It was a reminder that culture isn’t built solely in cities or boardrooms; sometimes it’s built in cold air, shared laughter, and long conversations after the lifts stop running.
At the heart of Sweetlife’s Après Ski is giving back. This is the one moment each year where the brand goes all out, hosting raffles and gifting premium, high-quality merch that reflects the Sweetlife experience. It’s not transactional—it’s intentional. A thank-you to the people who show up, support the brand, and help push the culture forward both on and off the mountain.
The weekend was made possible by a strong lineup of supporters who helped amplify the experience without overshadowing it. Big love to Zizzle, Eureka, Dime Industries, Budget, Rove, Terp Bros, Emerald, and the Sweetlife team for riding together and helping turn the gathering into something memorable.
Snow days, smooth pulls, and the sweetest crew on the mountain—the 2nd Annual Sweetlife Après Ski captured all of it. More importantly, it showed what happens when a brand invests in people first and lets the momentum build naturally.
Cold air. Warm moments. High frequency.
And a movement that’s clearly just getting started.
For more, visit https://www.sweetlife.nyc and Instagram
