It’s Cold Outside. Go Buy Something

Words by Ryan Waterfield 

The Goods on Gorsuch

Google Jeffrey Gorsuch and the thing that is immediately apparent is that Jeffrey Gorsuch is a tall, handsome, happy, and generous guy. And to top it all off, he’s effortlessly well-dressed. But then you realize, much of the press that pops up is about the annual event where Gorsuch, his family’s company, teams up with some other generous companies in the Aspen area to provide over 400 children in the Roaring Fork Valley with ski equipment—kids who otherwise would never be able to ski because of the cost. Of course it’s smiles all around at an event like that.

If you’re familiar with alpine fashion, you know the Gorsuch name. What started as a true mom-and-pop operation out of the back of former Olympians Renie and David Gorsuch’s station wagon is now an internationally recognized brand. With 11 stores in Colorado and an international catalogue business, Gorsuch is taking their high-end wares to Park City and opening a 10,000-square-foot store on Main Street. And they don’t just sell clothes any longer. They sell a lifestyle—clothes for all seasons, skiwear, home décor, accessories, and a passion for the mountains.

But those early days are worth dwelling on a little longer. Renie, the matriarch of the Gorsuch clan, met David when they were 14 and competing at Junior Nationals in Jackson Hole. They both went on to be a part of the 1960 Olympic team. As Jeffrey says, “This was the heyday of downhill skiing. Today, the men and women travel on different circuits, but back then, they traveled together.” And it’s a good thing for Jeffrey and his two brothers that they did because Renie and David fell in love, married, and moved back to Colorado.

Starting out in Crested Butte and working on the mountain by day, Renie would knit by night and she and David would sell her hats, scarves, and sweaters out of that infamous station wagon in their free time. Jeffrey recalls their industrious nature by telling a funny family holiday story. Once Gorsuch Ltd. had a Crested Butte storefront, he says, “My parents worked so hard to make it work. One Thanksgiving, they were shutting down the shop for the day and my brothers and I were back at the house, alone with the Thanksgiving turkey. One of my brothers (he’s not saying who) ended up pouring baby powder all over the turkey. Needless to say, we ended up eating at whatever diner was open back then on Thanksgiving.”

Jeffrey, a former 1980s U.S. Ski Team member, talks about the challenges his family has faced in the business. “You know, we’ve probably made every mistake in the book. But my parents weren’t the type to ever quit. They are tenacious and believe in showing up every day and being present.” And that’s an attitude they’ve passed down to the boys, two of whom (Jeffrey and John) work for the family company. And what does he love about working for the family biz? “We have people working at Gorsuch who have been with us for 15+ years. They are family too. And everyone at Gorsuch understands the importance of selling quality and providing exceptional service.”

About opening the first Gorsuch store outside of Colorado in the venerable Park City, Jeffrey says, “We are excited to be a part of the Park City community. We believe in being a positive presence in the communities where we set up shop.” And there are many communities in Colorado that can attest to that. Renie and David offered early support in the development of Vail including helping establish a hospital and Vail Mountain School, and they have built their company with a prevailing ethos: to be the type of company people want to work for.

Any words of warning about immersing yourself in a family business? “Well,” the affable Jeffrey says, “let’s just say this—you learn to pick your battles.”

333 Main Street +  Park City, UT +

Pretty at Panache

Established more than 30 years ago in Sun Valley, Panache also has a home in the heart of Historic Park City. The perfect marriage of luxury and a stylish yet casual elegance speaks to both mountain and urban living. Panache brings both internationally renowned and newly minted women’s labels to the fashion front.

Considered by some a necessity for elevated living, this intimate yet welcoming shop is stocked with sumptuously soft cashmere from Brunello Cucinelli, Fabiana Filippi, Nili Lotan, Casmari, and Autumn Cashmere, which pair beautifully with sportswear from Helmut Lang, Herno, Theory, Donna Karan, Inhabit, and Frank & Eileen, and coveted jewelry by Samira 13 and designer Kary Kjesbo.

Both stores offer a curated collection for men as well.

738 Main Street, Suite 2-102
Park City, UT +