08/05/2026
Yesterday during a video shoot we got the opportunity to experience one of the most authentic brands we've ever encountered. No joke. Lahout's - America's Oldest Ski Shop is a treasure. Here's what struck us. Family and community. Walking into Lahout's and meeting Phebe Lahout and her family is like walking into a living, breathing shrine to skiing and a love for the community that's been passed down from generation to generation. So much has been written about the legend of Lahout's. They've been covered in Yankee Magazine, The Boston Globe and the Washington Post. There have been documentaries and countless news stories. You'd think all the stories have been told and yet as we walked around the shop they had more to passionately share with us. Here's the old phone that Joe Sr. used to call reps collect on and then quickly hang up so they'd call back and foot the phone bill. Yankee thrift at its best! He's an old bottle of bourbon the family shared and all signed many Christmas Eve's ago along with other cans and bottles from special moments past. "Each one has a story" we're told and we can believe it. Over here is the front door signed by all the famous skiers and celebrities who've made the pilgrimage to the store but more precious is the fact that it's the same screened door and entrance from when the store was a grange hall in the early 1900's. How many generations have passed through this? Here's a huge banner that was hand painted to cheer on "local kid done good" bode Bode Miller. Here are old race bibs, vintage leather ski boots and even a 1980's Ski-Tote! Remember those? And here are the skis the family gave Joe Sr. on his 90th birthday that they all lovingly signed. In the spot where put your shoes reads the words "Too Big To Fill". Big shoes to fill indeed and yet Phebe and her family are keeping the brand and its special place in the ski community alive. Leaning into the past by using ancient hand hewn Lahout's logos on current day merchandise. There's an authenticity in those old logos you just can't recreate and in the mass market, ecom, Amazon world of business there's something about shopping at a place like Lahout's you just can't recreate either. Kudos, Lahout's. Here's to another 100 more years. Lahout's - America's Oldest Ski Shop,
