AMERL was born from a passion for skiing and a deep understanding of fashion. Founder Chloe Simpson grew up skiing in Australia before earning a degree in fashion and textiles. Her career took her from styling in New York to personal shopping for one of London’s most prestigious department stores. It was there, while working with clients, that she recognised a gap in the market for stylish, feminine, and functional ski wear.

Determined to create pieces that make women feel confident both on and off the slopes, Chloe returned to Australia to launch AMERL—where high-performance meets timeless style. Designed for the modern woman, AMERL blends expert craftsmanship, premium materials, and a fashion-forward aesthetic to ensure you never have to compromise on style or fit in the mountains.