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The WE Empire

If you think that skateboarder/snowboarder culture is taking over Aspen, you may be correct. The bike-to-skateboard and ski-to-snowboard ratios are narrowing, skaters have their own park at Rio Grande and each year the X Games attracts huge crowds. Soon, skaters and snowboarders will have their own store in Aspen. The brand is WeSC. Not familiar with it? You will be.
WeSC (WeAretheSuperlativeConsipiracy), affectionately known as “We,” was started in 1999 by a handful of capitalism-wary skateboarders in Stockholm, Sweden. They kicked their capitalism-hating ways and sold the company for tons of Swedish kronor. Now, WeSC is chaired by Guggenheim board member, art collector, and part-time Aspen resident Theodor “Ted” Dalenson. “The fact that (my wife) Isabella and I consider ourselves Aspenites did have influence on the decision of opening a store in Aspen,” says Dalenson. “The main reason is that...

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