Ski School Soho
An Interview with Soho Ski Club
How’d you guys meet? What is the origin story of SSC?
Martin and I met in Soho at a cafe through a mutual friend from nightlife. We hit it off famously and have been good friends ever since. I (Jerami) started SSC in 2017 as a hobby and in 2020 we joined forces to turn Soho Ski Club into a real business.
What’s the core brand ethos and goal of SSC?
Soho Ski Club’s goal is to bring ski culture and mountain culture at large to Downtown NYC and major cities all over the world. Our tagline, “A nature club for city dwellers” serves as a reminder to us city people to remain in touch with nature.
What does the current team look like?
The Soho Ski Team is a mix of skiers and creatives alike. Martin Howell (skier and artist), Jerami Goodwin (artist), Corey Stanton (skier and videographer), Cody Wilderay (lifestyle skier), Daniel Ronnback (skier and photographer), Cody LaPlant (professional skier), and Patrick Meynard (skier and model).
What specifically about the culture in Soho inspires you and the brand?
Historically Soho has been a creative neighborhood inhabited by a community of artists. Only in the last 30 or so years the profile of Soho has transitioned to a center of luxury living in New York City. Our goal is to keep the legacy of the artistic roots alive at the intersection of creativity and wealth.
What were your initial thoughts on 77mm?
77mm is the perfect counterpart to SSC as the ethos of the brand aligns almost exactly in a reciprocal fashion. While SSC aims to bring mountain culture to the city, 77mm aims to bring the city to the mountains.
Jerami was recently out here in park city for his first time on skis. How was your experience?
Unreal. I was invited to the JP memorial event hosted by armada skis. The first time I was ever on skis, I was with a huge group of some of the best skiers in the world. The community was extremely welcoming and very encouraging of my first time skiing.
Where are you hoping to take this project?
The goal for Soho Ski Club is to open brick and mortar locations in cities around the world providing a meeting place for building community based around the marriage of mountain culture and the arts.