Marfa Stance Closes Cooper Avenue Store as Hotel Jerome Launches Moncler Hiking Program

Aspen’s retail landscape is shifting again, with established brands adjusting their physical footprints and new experiential offerings launching in the middle of July.

Marfa Stance is ending its standalone residency on Cooper Avenue at the end of this month, while Hotel Jerome has launched a luxury hiking program in partnership with Moncler Grenoble. Meanwhile, High Sport returns to Aspen next Friday for a trunk show at AM7, alongside UK-based leather goods maker Métier.

To hear Sari Tuschman tell it, the disorienting pace of an Aspen summer means launches, beginnings, and endings happen in rapid succession. The question for locals is whether these changes represent a consolidation of the town’s fashion identity or just another layer of complexity for residents and visitors alike.

The most immediate change is physical space. Marfa Stance, which built its business on a trunk-show model, is closing its standalone store one block from the gondola.

“The brand will continue to pop up around town,” Tuschman wrote in the Aspen Times, noting that Marfa Stance has a trunk show scheduled at O2 on August 13 and 14. “But their standalone store will soon be a memory.”

For neighbors who have walked past the Cooper Avenue location, this marks the end of an era for a brand known for modular outerwear that can be customized with various collars and hoods. The closure doesn’t signal an exit from Aspen, but rather a return to the model that defined the brand’s growth.

On the experiential side, Hotel Jerome has launched a special hiking program with the French outdoor brand. It is geared toward both visitors and locals looking to upgrade their outdoor routines.

The program, which runs through September, allows guests to purchase a hike via the hotel’s website. Participants choose between two scenic routes and receive a custom Moncler “field kit,” a catered breakfast, transportation to the trailhead, and an ACES-led trek. The day concludes with a picnic that highlights the Roaring Fork Valley’s scenery.

It is a premium offering, but it leverages Aspen’s core asset: its landscape. The partnership with Moncler Grenoble signals a push toward high-end, active leisure — a sector that has become increasingly important to the local economy.

Then there is High Sport, which returns next Friday, July 24, at AM7 from 10 a.m. to 4 p.m. The brand is showcasing its viral “Kick Pants,” which Tuschman describes as flattering, comfortable, and travel-friendly because they don’t wrinkle.

“If price per wear is your method of girl math, these babies are free,” she wrote. High Sport will also offer early access to its Fall collection.

Joining them is Métier, a UK-based line of travel-inspired leather goods handcrafted in Italy. The collection ranges from duffels and totes for women to backpacks and dopp kits for men. It is a direct appeal to the business traveler who might be staying in Aspen longer than usual or working remotely from one of the town’s many cafes.

The math holds up for these businesses: foot traffic remains steady, and the concentration of trunk shows at AM7 suggests a cluster effect that benefits shoppers. By grouping High Sport, Métier, and the upcoming Marfa Stance events, Aspen is creating a destination for fashion-focused consumers.

Tuschman notes that Marfa Stance’s closure is “sad sartorial news,” but the brand’s continued presence through pop-ups suggests resilience. The community is left to decide if the loss of a permanent storefront matters when the inventory and expertise remain accessible.

Aspen’s summer fashion train has left the station, according to Tuschman. “Gird your pocketbooks and join me,” she wrote. The local retail scene is not shrinking; it is evolving, with brands finding new ways to connect with the people who live here and those who visit.