But even in Frontierland there exists some confusion among consumers about the difference between the virtual and actual frontier, and the message itself is shifting. Many of the SUVs purchased today are two-wheel drive, meaning that there is a market for ultraexpensive gear-type equipment that is actually not gear at all. And available now at the Prada Sport boutique in Soho: Prada alpine skis manufactured by Dynastar...

But thank God that somewhere out there, beyond all the mixing of messages and metaphors, the shaggy outdoors guy is still hulking his way up the trail, and the true outdoorswoman is sliding her kayak into a mountain stream. He may be swaddled in high-tech, high-fashion synthetics. And she may have driven there in a zippy compact SUV. But they're still soaked and muddy and not giving a damn.

Karl Taro Greenfeld profiled Norwegian snowboarder Terje Haakonsen in the February issue.