When it comes to creating outdoor apparel, many legacy brands have left women in the dust. Most have simply followed the “shrink it and pink it” model, attempting to feminize men’s styles with smaller sizes and pretty color palettes (cough cough, pink or purple), but ignoring things like fit, functionality, and diverse sizing.
“The outdoor industry is rightfully [known] as one that is slow to the punch in terms of progressiveness. It has taken sustainability seriously, and has for a long time, but as it pertains to welcoming under-represented communities, extended sizing, etcetera—there is still work to be done,” says Ariana Ferwerda, co-founder and CEO of the women’s ski and snowboard apparel brand, Halfdays, which was founded in 2019. “It’s an untapped opportunity.”