The twentieth century made Tahoe a playground. Steamers gave way to highways, lodges to ski resorts, and in 1960 the Winter Olympics came to nearby Olympic Valley — today Palisades Tahoe — launching the modern ski era that fills the basin every winter. Summer brought boating, hiking, and the beaches; winter brought the snow that lingers on the peaks into May. Through all of it, the clarity of the water became the thing worth protecting: the "Keep Tahoe Blue" conservation movement grew up to defend exactly the cobalt depth that made the lake famous. Big Blue is still, first and last, the lake itself.
Today Lake Tahoe is one of the West's great year-round destinations — winter ski and summer water, ringed by Sierra peaks. Its story blends ten thousand years of Washoe presence, a frontier of logging and steamers, a castle on Emerald Bay, an Olympic ski era, and a modern fight to keep the water blue. Our Tahoe designs gather that identity into wearable form — Big Blue, Emerald Bay, the Sierra shore. Explore the collection and carry a little of Big Blue with you.
Why People Visit Lake Tahoe California
Lake Tahoe draws people who love mountains and water in the same view. It is Big Blue — the highest, deepest, clearest alpine lake in the West — with a National Natural Landmark bay, a Scandinavian castle, a ten-thousand-year Washoe heritage, and ski slopes and beaches a few hours from the city. Visitors come for the rare combination: cobalt water you can see straight down into, granite peaks above it, and a shore that's beautiful in snow and sun alike.
