It's neither...
It's an "urbanwear" company...however, since most skiers, and plenty of snowboarders dress like urban kids on the hill it's made it's way into the wintersports community. Since it's such a popular company within the wintersports community, they've sponsored certain athletes and dug more into the community (including their relationship with Level 1), but they also have musicians and urban artists that they sponsor. I may be wrong, but I'm pretty sure the original intention of the company had nothing to do with skiing, but it certainly has push the company to a level that it might not have gotten to without skiing.