JET SET

What JET SET does

JET SET is a Swiss heritage luxury ski and outdoor apparel brand founded in 1969 and headquartered at Via Maistra 10 in St. Moritz. The company designs and sells premium technical ski wear including its flagship Tiby Star ski pants, ski jackets, ski suits, and base layers, targeting affluent skiing enthusiasts and luxury lifestyle consumers globally. Core technical positioning rests on ultra-lightweight, breathable fabric construction marketed as moving "like a second skin" with temperature regulation across varying alpine conditions, though no proprietary fabric patents or material science IP is disclosed in the source material.

The company operates a pure direct-to-consumer model with two channels: an owned e-commerce platform at jetset.ch shipping to over 50 countries with multi-currency checkout (USD, EUR, CHF, GBP, JPY, AED, SAR, KRW, SGD, AUD, and 60+ others), and a single physical flagship store in St. Moritz. Pricing sits firmly in the luxury tier at $600-$1,490 for core ski wear SKUs, with a mid-season sale offering 50% discounts on selected pieces. The assortment is structured around seasonal collections (Winter 26/27 Early Access, Summer Styles, Lounge Wear) and a Classics line, supplemented by a Drink Sexy collaboration capsule featured at the LAAX OPEN event.

Revenue is not publicly disclosed, and the company is privately held with no disclosed institutional investors, parent company, or funding rounds, consistent with a founder- or family-owned Swiss SME employing 11-50 people. Distribution is entirely owned (no wholesale), marketing relies on organic social (Instagram, TikTok, YouTube, LinkedIn), email CRM, event sponsorships (LAAX OPEN, Festival da Jazz St. Moritz), and selective PR in fashion publications. The business model is non-recurring one-time apparel sales with no subscription, licensing, or service revenue streams.

Name

JET SET

Legal name

JET SET

Website

https://jetset.ch

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

JET SET is a privately held Swiss luxury ski and outdoor apparel brand founded in 1969 in St. Moritz, selling premium technical ski wear directly to affluent global consumers through its jetset.ch e-commerce platform and a single St. Moritz flagship store.

Ownership category

akta.pro rank

Product category

Luxury Ski Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

akta.pro secondary industry

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)

Keywords

• Luxury ski apparel
• Alpine outerwear
• Ski pants
• Outdoor wear
• Ski jackets

Headquarters

HQ city

Saint Moritz

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales (E-commerce): Direct-to-consumer online sales through owned e-commerce platform (jetset.ch) with global shipping to over 50 countries. Products include ski pants, ski jackets, ski suits, base layers, and lifestyle wear at premium price points ranging from $600-$1,490 USD.
2. Retail Store Sales: Bricks-and-mortar retail through flagship store located at Via Maistra 10, 7500 St Moritz. Physical retail presence in Swiss luxury alpine destination.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

JET SET designs, manufactures, and sells premium luxury ski and outdoor apparel for men and women, including the flagship Tiby Star ski pants, ski jackets, ski suits, and base layers. The company sells direct-to-consumers through its own e-commerce platform (jetset.ch) and a flagship retail store in St. Moritz, Switzerland, targeting affluent alpine lifestyle consumers globally.

Product overview

JET SET is a luxury ski and outdoor wear brand that has been redefining alpine fashion since 1969, with roots in St. Moritz, Switzerland. The product portfolio centers on high-performance ski wear including the flagship Tiby Star ski pants collection, featuring ultra-light breathable designs that move like a second skin. Beyond core ski apparel, the brand offers ski jackets, ski suits, base layers, and mid layers, complemented by lifestyle collections such as Lounge Wear and Summer Styles. JET SET has also engaged in notable collaborations, including a partnership with Drink Sexy featured at the LAAX Open, producing distinctive pieces like the Cyber DS Denim Pants and various insulation and leather-look jackets. The company operates a flagship retail location in St. Moritz and serves customers globally through its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Tiby Ski Pants Star Ultra-light, breathable ski pants that move like a second skin, designed for performance on the slopes. The flagship product of JET SET, priced at $1,200 USD.
• Tiby Ski Pants Glam Premium ski pants with a glamorous silver finish, offering the same ultra-light breathable performance features as the Star line.
• Tiby Ski Pants Fun Performance ski pants available in seasonal colors, part of the Tiby collection, priced at $600-$1,200 USD.
• Ski Jackets High-performance insulated and shell ski jackets designed for luxury alpine wear, including the Carve DS Insulation Jacket ($990 USD).
• Ski Suits Full-coverage ski suits offering complete protection and style for alpine activities, available for men and women.
• Base Layers Technical base layer garments designed for moisture management and temperature regulation during alpine activities.
• Lounge Wear Collection Comfort-focused casual wear collection for relaxed, off-slope moments in resort and lifestyle settings.
• Summer Styles Collection Seasonal warm-weather apparel collection featuring lightweight, breathable outdoor designs for alpine summer settings.
• The Classics Collection Timeless, enduring designs representing the brand's core aesthetic and quality standards, rooted in the heritage of the 1969 founding collection.
• Jet Set x Drink Sexy Collaboration Collection Limited collaborative collection with Drink Sexy, featuring co-designed products including Cyber DS Denim Pants, Carve DS Insulation Jacket, Sculpt DS Leather Look Jacket, and Neon Flash DS Jacket Mohawk.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Drink SexycoreGTM or Marketing Partner · 1 January 2026Collaborative capsule collection under the Jet Set x Drink Sexy brand featuring co-designed products including Cyber DS Denim Pants with Artwork Serpentis, Carve DS Insulation Jacket, Sculpt DS Leather Look Jacket, and Neon Flash DS Jacket Mohawk. The collaboration is featured at LAAX OPEN and represents a key brand partnership for exclusive limited-edition releases.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kjus: Swiss-founded premium technical ski apparel brand focused on high-performance ski jackets, pants, and mid-layers. Comparable to JET SET in Swiss heritage, premium technical positioning, and DTC/online distribution to affluent skiing consumers globally.
• Spyder: Long-standing technical ski apparel brand specializing in race-inspired ski jackets, pants, and base layers. Comparable product category (ski-specific technical apparel) and ski-resort customer base, though operating at a more accessible price tier than JET SET's luxury positioning.
• Perfect Moment: Luxury ski and après-ski apparel brand founded by a former designer of Fusalp, known for bold-print ski suits, base layers, and outerwear at premium price points. Direct competitor in the women's luxury ski segment with overlapping DTC model, lifestyle-driven marketing, and similar customer demographic.
• Bogner: German heritage luxury ski and activewear brand founded in 1932, known as the originator of the stretch ski pant and a dominant presence in premium alpine apparel. Competes head-to-head with JET SET in the luxury ski pants and jacket category with similar DTC and wholesale distribution across Europe and North America.
• Fusalp: French luxury technical ski and lifestyle apparel brand founded in 1952, offering premium ski pants, jackets, and après-ski wear at comparable luxury price points. Closest direct peer to JET SET in terms of heritage positioning, product mix (technical ski pants as hero SKU), DTC-led distribution, and affluent alpine target customer.
• Goldbergh: Dutch luxury ski and après-ski wear brand specializing in women's technical ski suits, pants, and jackets with a fashion-forward aesthetic. Direct peer competing in the same premium price band, with comparable DTC distribution and a focus on ski resort destinations.
• Burton: Leading snowboard and ski apparel and equipment brand with a strong presence in technical jackets, pants, and base layers targeted at snow sports enthusiasts. Comparable audience (snow-sports participants) and overlapping product categories, though with a more youth/snowboard-skewed identity.

Broad incumbents

• Helly Hansen: Norwegian heritage technical outerwear and ski apparel brand owned by Canadian Tire, offering ski jackets, pants, base layers, and a much broader outdoor/sailing portfolio. Overlaps with JET SET in premium technical ski categories but serves a wider performance-oriented mass-premium market.
• Moncler: Italian luxury fashion house with deep roots in alpine/Québécois outerwear and a flagship Grenoble line of premium ski apparel. Competes with JET SET at the top of the luxury ski segment globally, with significantly larger scale, brand recognition, and physical retail footprint.
• The North Face: Global outdoor apparel and equipment giant owned by VF Corporation with a deep ski/snowboard range including jackets, pants, and base layers. Significant product overlap with JET SET in technical winter apparel but operating at vastly larger scale and across multiple outdoor categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@forever-jetset
• LinkedInlinkedin.com/company/jetset-ag
• Instagraminstagram.com/jetset.ch
• TikToktiktok.com/@jetset.ch
• Xx.com/jetsetch
• Facebookfacebook.com/JETSETFOREVER

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JET SET