- Nov 12, 2015
With almost 50yrs under my belt at this mountain this ol dog, with indian blood running through his veins, won't be learning new tricks or names. If you by chance are lucky enough to find a 'Ski Squaw' or 'Shred Squaw' sticker on your windshield this winter it didn't come from me ;-)
PS It's a name. Nobody, until the angry guilt ridden millenial brought it up, ever thought of the term being offensive to anyone and most still don't. Get over it and your other First-World issues. 'Angel fly because they take themselves lightly.'
Maybe beyond the finally being sensitive to the people for whom the old name matters they are making a business decision. I.e. the rebrand isn't for your generation, you're not going to be putting money through the registers for ever. It might be for the millennials and beyond who might be turned off by "racist grandpa" type names in various consumer categories.
I don't particularly like the new name for its corporate blandness but maybe I'll get used to it, while having to consider what to do with FKAS stickers on various skis. At the moment I'd be more upset about the identity threat to AM if I was a local but I suspect that will remain resolutely Alpine even if the green and logo officially disappear.