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Behind The Design: Madhappy Aspen Seasonal Shop + Merch    

Behind The Design: Madhappy Aspen Seasonal Shop + Merch

By Hallie Belle Sheinbaum

To celebrate the opening of our Madhappy Aspen Seasonal Shop, we created an exclusive capsule collection only available within its doors. The capsule includes new versions of our Heritage Hoodie, Ringer Tee, and Heritage Sweatpant styles, as well as tote bags, hats, and mugs inspired by old vintage posters. 

When designer Chuhk Bennett and his assistant designer Emma Bearson discovered a vintage poster while mood boarding the collection, Bennett was inspired to take a different route for this collection than previous Aspen exclusives. “In the past, whenever I designed the Aspen collection for Madhappy, I would lean more towards a vintage Ralph Lauren style winter graphic program. That was the plan again until Emma found this really amazing vintage poster with this freehand typography we both really liked,” explained Bennett. “[Emma] was able to recreate the design by hand, using ‘Madhappy’ and ‘Aspen,’ and even incorporated a peace sign into the snowflake.”

Our New York and Melrose exclusive merch both contain multiple colors in their design, but for this collection, Bennett stuck with navy and white. “We looked at the rest of the [store’s] line plan, which was pretty vibrant, and figured that a dark base color for the hoodie made the most sense,” he said. “It balanced out the delivery [that you’d see in-store] and catered to someone who just wanted a clean, one-color graphic.” 

When Aspen store designer Dean Levin developed the floor plan for the shop he imagined “drawing a line from tree to tree, producing natural, undulating curves.” The store evokes an encroaching forest, filled with lush trees abstracted and unraveled to fill the space. Their rings, markings, and discolorations illustrate the passing of time in the midst of winter in Colorado. Levin hopes that visitors feel a sense of escape and calm as they walk throughout the Aspen store. 

Madhappy Aspen is now open from 12PM - 7PM MT, and on Sunday’s from 11AM - 6PM MT through the holiday season at 204 S Galena St, Aspen, CO 81611. Stop by to see the Aspen Store and the exclusive collection in person.