JET SET

JET SET, founded in St. Moritz in 1969, stands for Swiss luxury fashion rooted in alpine culture, innovation and confident style.
Drink Sexy is a Swiss streetwear and snowboard lifestyle brand founded in 2018 in Laax by professional snowboarder Lucas Baume aka Yung Doli.

Curated and designed by VCR in close collaboration with both brands, the project was driven by authenticity from the outset. The shared ambition was to bring high end luxury fashion into the core snowboarding scene in a way that feels honest and meaningful. Staying true to the roots of snowboarding while pushing boundaries, the collaboration introduces a refined level of style and craftsmanship.