FW ‘17 WOMEN’S FREERIDE
Redefining the female freeride consumer.
Pulling from influences of the “girl gang” the rough and tumble no-apologies fiercely tomboy and unapologetically feminine can co-exist into a united crew. Making the freeride ladies feel empowered to choose their look, have unique trim detailing and feel like they get to wear the worlds coolest looking jacket on and off the slopes was the goal.
In cold calling the crews and having long form interviews, a new muse was established. She was artistic, she was raw, she had vast ranging interests that intertwined with her time sliding on snow. The gear they wore needed to blend effortlessly into her already eclectic wardrobe.
I had the unique opportunity to redefine who this consumer was and cater directly to her- creating a collection of unexpected snow sports silhouettes, unbashful bold prints, and attention-grabbing color combinations that could be mixed and matched based on personality.
FW ‘18 WOMEN’S FREERIDE
Taking a stand for the future of freeride.
The freeride consumer is constantly trying new things and seeking new boundaries. The large-scale resort productions are looking less interesting than a backcountry tree jib, a road-side drop or a school playground. Creativity is key.
Embracing all elements and making sure that the freeride consumer didn’t have to sacrifice personal style while pushing her comfort zone was the goal.
We created a line of backcountry ready 3 layers and breathable lightweight insulating midlayers to bring the streetwear influenced aesthetic into the backcountry where functionality could not be sacrificed. All of this while maintaining creativity and unexpected uses of print and silhouette to make sure we all know the deeper meanings of sliding on snow- fun.
FW ‘18 WOMENS GLOBAL CONCEPT
Fall ’18 W’s Global
The goal was to create contemporary modern design for the elevated “global” consumer.
She spends her time between urban centers, travels internationally frequently and is interested in culture, design, as well as the outdoors. We wanted her to feel confident in her element while traveling, skiing, or out to après events.
Versatility, sleek design, and contemporary silhouettes
F’ 19 WOMEN’S FREERIDE
FREERIDE ‘19 UNISEX “DRT” (DURABLE, REPAIRABLE, TIMELESS) COLLECTION
In collaboration with Austin Smith, a concept was formed to create the most durable, and timeless snow gear that would last season after season. Together, with the materials and quality control team we created a unisex collection with the most durable and repairable constructions, industry-grade all-recycled fabrications, and an at-home repair kit.
