Soft Life Ski: Taking up Space at The Summit

Picture this…

For what might’ve been a first in Laax, Switzerland — Amapiano breathed life throughout the mountain ranges. It echoed off snow-dusted peaks, slipped between slopes, and spilled out of speakers like sunlight on fresh powder. High above the clouds, the bass thumped beneath ski boots, and a thousand bodies moved in pure bliss and harmony.

Photography by db captures

It was a moment suspended in time — a core memory in the making, much like most of the experience. Not just for the 950 attendees who’d made the journey, but for a wider movement that’s been quietly building altitude. From the outside, it might look like a great party on a mountainside. But it’s deeper — a soft, defiant reimagining of who belongs in winter spaces.

Soft Life Ski (SLS) didn’t just ‘happen’. It built itself out of desire, meticulous intention, and a hunger for something more. What started in 2022 as a getaway for seven friends has snowballed into Europe’s leading Afro-Caribbean snowsports and music festival. This year’s edition sold out in just seven minutes. Seven. That’s not just demand — that’s fulfilling a need. Nearly a thousand people, 90% identifying as Black, descended on Laax for five days of slope thrills, soundtracked elation, and shared presence.

And presence is power.

On mountains typically wrapped in exclusivity, where skiing is often passed down like heirlooms in wealthy white families, SLS flipped the narrative. Instead of fitting in, they built something new and boldly stood out. 80% of attendees had never skied or snowboarded before. Yet, wrapped in puffers and unbothered confidence, they carved out their place anyway.

Photography by db captures

“The overwhelming demand shows how ready our communities are to explore spaces we’ve historically been left out of,” co-founder Kendrick Fordjour shared. “What started as a small gathering is now a movement.” And that movement taught something beautiful: happiness and curiosity can be an entry point, and skill — learning to ski or snowboard — can come as a souvenir.

Laax — Europe’s freestyle capital — was the perfect backdrop. Home to the world’s largest halfpipe and a newly revamped Freestyle Academy, it offered terrain for every level. The futuristic FlemXpress gondola, the world’s first on-demand lift, zipped through peaks with half the usual energy use, a nod to sustainability in a space already rewriting rules.

But it wasn’t all skis and snowboards. Between adventures, guests wandered through the world’s longest treetop walk and found respite in spa sessions. Evenings stretched long over shared meals and longer conversations (before the real fun began).

And then — there was the food. A standout eatery was Grandis Restaurant, which offered a grand element to the trip. The kind with clinking glasses, decadent plates, and stunning decor. Whether you were fresh off a ski run or just people-watching in après gear, the vibe was the same: luxurious, cosy, and deeply deserved.

Lodging included the modern apartments of Rocksresort and the versatile Riders Hotel. Apart from Riders’ sleek architecture, lively bar and veggie-forward restaurant, the building itself became the heartbeat of the festival. It hosted two unforgettable nights — RNB N SKI JAMZ in their club basement and the Chalet Boys party in the lobby — where the line between guest and performer blurred. Everyone became part of the show.

Photography by db captures

The music? Immaculate. DJs like Nairaa, Selectasuave, RBC, L.A.J, AAA, Donch, Liv and so many more truly redefined what it means to be a vibe controller in the function. Each genre was catered to with care, with the nature of each event in mind. From Afrobeats to Dancehall (bring back whining) all the way to Pop classics: there was a variety of music on display — a minor detail that is deeply appreciated as sets tend to become repetitive on party holidays.

It would be an understatement to say SLS organised, and would be better described as orchestrated. The marketing? A masterclass in resonance. Every touchpoint, from pre-trip guides to curated social moments and even the party-like coach journeys, felt intentional. Authentic. Elevated. 

It was far from a UK affair and closer to a global gathering. The international presence gave the trip a curious and enticing energy, a feeling that something bigger was taking shape. Content creators flew in from the U.S., France, Belgium, even Australia. Some partnered with the likes of Casamigo and Topicals, some paid out of pocket — all were met with the same energy: welcome.

You could feel it in the lift lines, at communal dinners, on the dance floor. There was no hierarchy — only harmony.

And that was the point.

From ski lessons at dawn to spontaneous gondola friendships, there was always a moment unfolding. Someone falling, someone cheering, someone offering their poles in solidarity. Laughter ricocheted off peaks. Encouragement floated like breath in the cold air.

Photography by db captures

In a space where Black presence has historically been a rarity, this trip offered something radical: belonging without compromise. No code-switching. No performance. Just being. That kind of space transforms people. Strangers became siblings. Friends became family. And the trip? It became something bigger: a love letter to Black joy, freedom, and elevation.

The founders — Emmanuel Ojo, Kendrick Fordjour, Edmund Antwi, and Mikun Olupona — have essentially cracked open a new world. By fusing sound systems, snow sports, curated aesthetics, and cultural care, they reshaped the alpine experience from the ground up.

And they’re just getting started.

If Soft Life Ski 2025 proved anything, it’s that joy is resistance. That taking up space loudly, beautifully and unapologetically is a revolution. A redefinition. A movement rising like steam off hot snow.

For five days, the mountain was theirs.

And next year, it could be yours too.