Every year in the Swiss Alps the world’s top ski and snowboard athletes gather for the Laax Open held on the icy peaks of Crap Sogn Gion mountain. From 19 – 21 January, Oakley celebrated the event through Oakley community days, involving a series of activities like riding the slopes with pros and spotlighting creatives within the community like Swiss skier and photographer Daniel Loosli who held an exhibition at Riders Hotel. Showcasing limited pieces from Oakley’s collection with Los Angeles street wear label and collective Brain Dead, it was the ideal location to explore the intersection of design, photography and snow sport.
Oakley’s latest collection is where style meets function, coming in earthy colourways and using the latest tech for peak performance on the mountains. Loosli’s cinematic vision perfectly captured the risk-taking ethos of mountain sports while showing off the sleek and youthful design of the sunglasses on show.
Loosli is both the subject and shooter behind his striking photography, wearing Oakley pieces in the great outdoors from racing on a motorbike through Indonesia to hiking through the snowy slopes of Switzerland. He isn’t afraid to experiment, telling Schön! that daring shots like him posing within a ring of fire were clear in his mind before he committed to the moment. Through his playful and dramatic approach to lighting, Loosli’s imagery brings a dynamic touch to some of the coolest eye wear you’ll find on the slopes.
photography. Daniel Loosli
words. Shama Nasinde
