The same is true for practially every sport there is. I skate, surf and snowboard and in each of those, the fashion industry probably comprises a majority of the revenue that sport generates. Its both a good thing and bad thing. It give the sport a culture, but at the same time, it allows for the kind of elitism and poserism that you are referring to. It bugs me too, but I'd rather live with the bullshit attitude than live without the advancements to the sport that all those fashion-first airhead's money brings to the sport I love. Fact is, I probably have warmer clothes and better optics on my googles because of all the posers pumping money into my favorite brands
As for me, I'd rock a hot pink snow jacket and cut-off shorts if it could make me jib better.
Evo | 390 | Kaiju