New York is a city where you can see it all – but that morning, we definitely made a few New Yorkers raise their eyebrows.
Right in the middle of yellow cabs, tourists, and flashing billboards at Times Square, our co-founder Oskar Elofsson changed into full ski gear.
With the support of our partners at HEAD and Alpingaraget, he stood there—boots, skis, the whole kit—ready for a photoshoot. The only problem? It was 30°C, and the asphalt was boiling beneath his feet.
The contrast couldn’t have been greater: winter met summer, mountains met metropolis, focus met chaos. And that collision of worlds is exactly what Mentalité d’Or is about—carrying your drive with you, no matter the place or circumstance.
Times Square has seen a lot. But that day, it got a little more skiing too.
