Design process and brand co-creation

Meet Ariana Ferwerda. She’s the founder of Halfdays. She’s looked at women’s ski apparel, thought it sucked and decided to do something about it.

Ariana saw a real gap in the market. Women’s ski gear that was either technical and ugly or cute and useless. She talks about trusting her instinct on opportunity, what it was like to raise money ‘early’ in her career, building a brand and an inventory heavy business in a highly competitive category without pretending she had it all figured out.

We also talk about gatekeeping in the outdoor industry - what it’s like to break in and break thru.

We also get into why women have been asked to choose between function and identity for so long.

If you have ever looked at a product and thought someone should fix this, or wondered how frustration turns into a real business, this one is worth your time.

This is WORK. Conversations.

Watch full episode on YouTube.