WHEN IN LAPLAND: As the name suggests, Tuesday’s SnowBiz event celebrated the wintery life. Two runway shows — one with alpine and apres ski looks and another with cutting edge skiwear — were held at the Snow magazine-organized expo at the Columbus Circle Mandarin Oriental Hotel. Bogner, Leonard Gorski, Kjus, the Trapp Family Lodge and Valle Nevada Ski Resort were well represented. But the most unexpected tale was provided by former professional snowboarder Wille Rajala. As founder and chief executive officer of Duohtavuohta, (DV) he had traveled from the company’s Lapland headquarters to try to drum up the U.S. business.

The bulk of the sustainable collection is made from reindeer leather and suede which is locally sourced. Several styles have hoods and cuffs trimmed with wild raccoon fur. One short hooded jacket is made from army wool coated with Teflon.

Three years ago Rajala decided to give up the sporting life as a career to start his company. “When you have a family and everything, you have to start taking care of your life,” he said.

The collection is currently sold in Switzerland, Italy and other European countries. Rajala aims to sell DV in 15 to 20 stores in the U.S. and 30 in other parts of the world.

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