Fashion
This Stylish New Skiwear Label Is Made for Women by Women
Halfdays aims to democratize the sport of skiing, in addition to offering covetable winter gear that works both on and off the mountain….
Ski season started early this month in Colorado, with health and safety precautions in place including required mask wearing and social distancing on the chairlifts. Skiing is a fairly COVID-friendly sport when you think about it, and it’s also great exercise. Too bad it’s not more convenient: Ski clothes, ski boots, skis, poles, helmets, goggles, and so on all need to be lugged to and from the base of the mountain. And for women, getting outfitted for a day on the slopes can be a bigger hassle, because the vast majority of ski pants and jackets available aren’t made for a woman’s body. They’re practical and high-tech, yes, but on a woman they are bulky, baggy, and difficult to maneuver in.
That’s why retail strategy consultant Ariana Ferwerda, Olympic skier Kiley McKinnon, and growth marketing expert Karelle Golda set out to change the game. Today, they’re officially launching Halfdays, a direct-to-consumer brand of cool women’s ski gear made with recycled fabrics. The hero items are the ski jacket and pants, which are available in five different hues including black, ivory, copper brown, deep hunter green, and mustard yellow. The fitted jacket, which features hidden pockets and attached hand warmers, is priced at $345, while the tailored pants, which are designed with an adjustable Velcro strap at the back, are $215. Halfdays also offers a belted version of the jacket, as well as a mock-neck long-sleeve top and leggings.
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