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Let’s not mince words: The ski industry remains a white-male domain, particularly among outdoor gear companies. But a handful of women have succeeded in launching and leading equipment and apparel brands that deserve skiers’ attention, and we’ve detailed some of those here. This Women-Led Wednesday, read on for seven of our favorite ski-centric brands that are led by women.
Corbeaux
Darcy Conover, co-founder and CEO
Dissatisfied with the base layers that she wore as a professional skier, Conover launched her own base layer brand. Designed and made in Minnesota using sustainably-sourced materials, Corbeaux base layers range from classic zip-Ts to conversation pieces (the Cloud 9 Dress turns gridded technical fleece into a bootie-covering tunic). Since its launch in 2014, the company has expanded to include ski lifestyle pieces like the Chalet Merino Cable Knit Sweater, and it opened a retail location in its hometown of Aspen, Colorado. “We want Corbeaux to be the only cozy brand you pack when heading to the mountains for the weekend, from travel days, to the trail, to après,” said Conover.
Town Hall
Robin Hall, co-founder and CEO
Town Hall was founded by mom and snowsports enthusiast Robin Hall, who helped develop Smartwool’s sustainability program. Now, Town Hall makes some of the top-performing options for ski-groms. The brand emphasizes sustainable materials and ethical manufacturing (at a WRAP Gold certified factory), and gives young rippers clothes that stand up to real shredding.
Hootie Hoo
Claire Zhu, co-founder and CEO
Like Hall, Claire Zhu also started at a larger corporation when she developed soft goods at Burton. She felt that there was much room for improvement in the apparel industry to provide quality, technical snowsports clothing to children. Today, Hootie Hoo jackets and pants feature 20k waterproofing (because Zhu’s kids play hard enough to wet through everything else).
Coalition Snow
Jennifer Gurecki, co-founder and CEO
Representing this list’s sole hard goods company, Coalition Snow manufactures skis for women—although, says Gurecki, “The secret is out that anyone can be on our gear.” Nevertheless, the brand offers a unique appeal for those who use she/her pronouns: At Coalition Snow, consumers plug into “A bold, feminist perspective that champions camaraderie over competition,” says Gurecki. The skis (and snowboards) earn props for performance: The Rafiki (111 to 115mm at the waist) slays powder and soft chop, while the Rebel (82 to 85mm underfoot) appeals to groomer-cruisers.
Skida
Corinne Prevot, founder and owner
Prevot is a master of color and pattern. As a 16-year-old Nordic skier at Burke Mountain Academy, Prevot struggled to find Nordic ski apparel with aesthetic appeal. So, she started sewing colorful hats for herself and her skier friends. She soon discovered demand beyond her schoolmates, and founded Skida. The company produces most of its hats, headbands, and neck warmers in Vermont, all made to handle harsh alpine environments. We can’t get enough of Skida’s products—one of the brand’s latest fleece hats made it into our 2024 Winter Gear Guide. Skida also periodically partners with collaborators such as Oboz (which released a Whatakā Puffy Shoe with Skida’s wildflower pattern). Just don’t try to beat her on the slope—Prevot rips.
Wildson Mountain Goods
Courtney Wilson, founder and owner
During the pandemic, Wilson knit hats made from hand-dyed Merino wool yarns for fun, and soon discovered that she loved making beautiful things. “I wanted to offer unique colors that you don’t normally see available for women in the outdoor gear industry,” says Wilson, who sewed her first fleece hood in 2021 and added those to her collection. A popular style is the hand-knit Lynx beanie with cat-like ears that make it unlike anything else found at mass-market stores. Demand has grown to the point that Wilson no longer does all the sewing herself. Now, Wildson Mountain Goods is about to launch a satin-lined sherpa hood suitable for women with curly hair.
Skea Limited
Diane Boyer, president
With a flair for fashion and a keen eye for color, Jocelyn Boyer founded Skea skiwear in 1972. Her daughter Diane took the reins in 1992, and built upon the brand’s legacy of performance apparel that served hard-charging skiers—such as Diane herself. A former pro racer on the moguls circuit, Diane Boyer served as the first female chairman of SIA (Snowsports Industries America). She still logs many ski-days at Vail, her home hill, so although she draws design inspiration from fashion companies like Chanel, she builds her jackets with pit zips and powder skirts. Now, Skea also makes apparel for golf and pickleball, but the company continues its tradition of employing an all-female staff.