A fashion enthusiast with an entrepreneurial spirit, Sarah Gercke Cyr is the founder of GRAY. With Aspen as her muse and fashion as her north star, Sarah is constantly inspired by style and adventure. A native of Charlottesville, Virginia, she grew up competing on hunter jumpers, and her eye for equestrian-influenced fashion is the DNA of GRAY.

     Sarah’s Aspen-fueled penchant for play? Influenced by her grandfather. He used to tackle fresh tracks on Aspen Mountain followed by après ski at the Little Nell—at the time a small dive bar at the foot of the famous peak. Fast-forward 20 years, and Sarah moved to Aspen to own and operate a high-end fashion boutique. During buying trips to NYC and LA—and while attending several NYC Fashion Weeks—she was immersed in the art of provocation and design, working with such labels as Derek Lam and Alexander Wang. With a desire to capture the designs of her own imagination, in 2008 she officially launched GRAY.

     Self-taught, self-made, and always evolving, Sarah is a well-known Aspen influencer, expanding GRAY into a nationally recognized, boutique brand anchored in an effortless chic aesthetic. “I design my clothes to keep in your closet,” Sarah says. “I want them to be treasured. Fabric and fit are very important to me. Overall my style is very classic, but always with fun twists and pops of color.”

     What to expect when slipping into a “Gray Day?” Comfort, meticulous design and laidback luxury, with a subtle nod to bohemia. Each piece is timeless, with an emphasis on cozy fabrics and silhouettes. Eternally inspired by the mountains and beach, Sarah also pours her creative energy into interior design, with residential projects in Aspen and Snowmass. When not working in her business or on a new design project, you’ll find her with friends and family and enjoying all that Aspen has to offer.

Current Obsession: One of my new oversized cashmere wraps.  They double down as wraps over a simple outfit or a cozy throw to snuggle on the sofa with. You can find them in extra-large cable or striped cashmeres. They are delicious!

Never Travel Without:  My waffle cashmere crewneck.  I wear it with everything: jeans, shorts, skirts, sweats … it’s such a versatile and comfortable piece.

Day in the Life: Maybe a run, yoga or skiing, then slipping on jeans with one of my easy colorful cashmere tops to go about the day is my ultimate!

Daily Fashion Inspiration: Aspen is vibrant and chic, with so much beauty and amazing people. Fitness and health is important to me, and so is throwing on cute clothes to wear and feel your best. Aspen envelopes both of those. Plus, I love looking back at vintage ski culture.


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