Modern Western: Rugged Luxury in the Rockies (the right way)
There’s something about the Modern Western aesthetic that feels both timeless and refreshingly new. It embraces the rugged beauty of the American West while elevating it with a sense of refinement, craftsmanship, and understated luxury. In places like Aspen, Telluride, and Jackson Hole, this style reflects the raw elegance of the mountains, blending organic textures, rich materials, and contemporary design for a look that feels both authentic and effortlessly chic.
I have a deep personal connection to this region. I grew up taking family ski trips to Snowmass, where my love for the mountain lifestyle and design was first sparked. Over the years, that connection has only grown — one of my best friends moved to Aspen over 15 years ago, and I visit several times a year. With every trip, I’ve seen firsthand how Aspen and the surrounding areas continue to evolve, sometimes in ways that honor the history and spirit of the West, and sometimes in ways that miss the mark entirely.
Lately, an influx of new money has led to a misguided interpretation of Western luxury — designs that lean too heavily on clichés and staged, over-the-top themes rather than the region’s true heritage and craftsmanship. Too often, homes are filled with mass-produced decor that screams "Aspen chic" but lacks soul. But true Modern Western design isn’t about cowboy kitsch — it’s about authenticity, quality, and a deep respect for the land and history. The right approach is working with local craftsmen and artisans, sourcing from heritage brands, and layering in pieces that feel personal and storied rather than staged.
Aspen mudroom mood board by Matchpointe
The Cultural DNA of Modern Western
Modern Western isn’t just a design style — it’s a way of life, shaped by the history, landscapes, and craftsmanship of the Rocky Mountain West.
The Ranching Heritage
Western homes have always been built for function first — sturdy materials, leather furniture that could take a beating, thick wool rugs for warmth, and fireplaces as the heart of the home. Modern Western design elevates these elements, keeping the rugged foundation but refining the details — sleek silhouettes, curated antiques, and a more edited, intentional aesthetic.
The Influence of the Landscape
Aspen, Telluride, and Jackson Hole sit in some of the most breathtaking landscapes in the world — snow-covered peaks, golden aspen groves, and sprawling ranch land. Interiors should reflect that natural beauty, using expansive windows, open-concept layouts, and color palettes borrowed from the mountains and sky.
Luxury Meets Craftsmanship
Unlike the “Aspen ski lodge” stereotype, true Modern Western design is about craftsmanship, not excess. It’s about bespoke furniture made by local artisans, vintage Navajo rugs with a story, and heirloom-quality materials that only get better with time.
Key Ingredients of Modern Western Design
A Rich, Natural Palette
Inspired by the region’s landscapes, the Modern Western color palette is warm, inviting, and timeless:
Warm earth tones – deep browns, terracotta, rust, and ochre
Cool mountain hues – slate grays, forest greens, and icy blues
Neutrals with depth – creamy whites, warm taupes, and rich charcoals
Timeless, Organic Materials
Modern Western design is tactile and layered, mixing rugged elements with refined craftsmanship:
Reclaimed wood beams & stone fireplaces – grounding the space in history
Supple leather & shearling – warm, lived-in, and effortlessly luxurious
Handwoven textiles & Navajo rugs – bringing depth and authenticity
Raw metals & patinated brass – nodding to the industrial past of mining towns
Sleek Yet Inviting Furniture
Unlike the bulky, overstuffed pieces of traditional Western decor, Modern Western is about balance:
Deep-seated sofas – inviting yet streamlined
Dining tables – crafted from live-edge wood or reclaimed timber, paired with modern, sculptural chairs
Statement armchairs – mid-century leather loungers, saddle stools, or minimalist upholstered pieces
The Right Kind of Statement Pieces
Instead of theme-y cowboy decor, opt for meaningful, high-impact elements:
Large-scale photography of rugged landscapes
Abstract interpretations of Western themes
Vintage equestrian and Native American artifacts
Hand-thrown pottery & woven baskets
What Sets Aspen, Telluride & Jackson Hole Apart?
Each of these mountain towns has its own unique take on Modern Western design, shaped by its culture and clientele.
Aspen: Elevated & Luxe
Aspen leans high-end and polished, with:
Custom, heritage-quality furniture and fine art collections
A mix of European alpine elegance and Western materials
Neutral palettes that highlight texture and quality
Aspen mood board by Matchpointe
Telluride: Historic & Artistic
Telluride’s bohemian roots shine through, with:
Restored mining cabins with original wood and stone
Handcrafted furniture and one-of-a-kind artisan pieces
Moody, dramatic palettes that feel cinematic against the mountains
Telluride mood board by Matchpointe
Jackson Hole: Rugged & Authentic
Jackson Hole’s design is steeped in history, with:
Reclaimed materials and handcrafted details
A seamless indoor-outdoor connection
A blend of Western tradition with modern sophistication
Jackson mood board by Matchpointe
Where to Source Modern Western Design (The Right Way)
If you want to do Modern Western right, it starts with sourcing from artisans and heritage brands that respect the history and craftsmanship of the region.
Aspen, CO
Chequers Aspen – Elevated mountain style with a curated mix of antiques and modern furnishings
Paris Underground – Specializes in mid-century modern French antiques and accessories. Lauded by outlets such as Architectural Digest and Town & Country as one of the top home stores in Aspen, Colorado
The Store at Aspen Art Museum – Far from your typical gift shop, last year the store was filled with imaginative home goods and vintage finds, curated by artist Jonathan Berger. And now a second store, Possession Obsession, is offering items inspired by Andy Warhol’s interest in collecting and shopping at antique stores, galleries, and flea markets.
Aspen Saturday Market - Include great art and home goods
Telluride, CO
Picaya Telluride – A mix of antique, vintage, and contemporary Western pieces
Hook - The owner moved to Telluride from Biddeford, Maine in the fall of 1987, one month after the Grateful Dead performed on a makeshift stage in Telluride Town Park. She has been in the Telluride live music business ever since - a lot of authentic home goods here.
Tweed Interiors – Custom upholstery and artisanal home goods
Jackson Hole, WY
Twenty Two Home – Known for its luxurious yet livable alpine lifestyle aesthetic, offering unique gifts, home necessities, and fine jewelry.
Mountain Dandy – Moody, masculine, and impeccably curated furnishings
Elevated Living – This showroom features pieces for the home that are both liveable and translate beyond Jackson Hole.
Artisans & Craftsmen Worth Supporting
Navajo Rug Weavers – Authentic handwoven textiles with deep cultural significance
Custom Leather & Saddle Makers – Invest in hand-tooled leather goods from local artisans
Blacksmiths & Metalworkers – Custom iron chandeliers, hardware, and railings
Final Thoughts: Doing Modern Western Right
If you’re investing in a home in Aspen, Telluride, or Jackson Hole, do it right—with respect for the land, the history, and the artisans who have shaped these towns for generations. Work with local craftsmen, source meaningful materials, and create a space that reflects the spirit of the West, not just the stereotype.
If you’re ready to craft a Modern Western retreat with authenticity and soul, I’d love to help bring your vision to life. Let’s make something truly timeless.
