In an industry dominated by men, the women behind Halfdays—a ski and outdoor apparel brand—recognized a glaring gap and filled it with what women have been waiting for: stylish, form-fitting ski gear at an affordable price, designed to excite you to hit the slopes.
We sat down with Co-Founder and CEO Ariana Ferwerda to dive into the origin story of this trailblazing brand, how it’s reshaping the industry into a more inclusive space, and how one of its visionaries would pair the ski gear and new ‘Camp Halfdays’ collection with her favorite mountains to ski and hike.
What sparked the inspiration for Halfdays?
“I had just moved to Colorado and was frustrated by the lack of stylish, form-fitting ski gear that wasn’t overpriced. When I met my co-founder, Kiley McKinnon, a former Olympic skier, we bonded over our shared dissatisfaction with the limited, well-fitting, and affordable options. She even shared that one of her sponsors offered her men’s ski pants for the 2018 Winter Olympics due to the lack of women’s skiwear.
Together with our third co-founder, Karelle Golda, we founded Halfdays in November 2020. Our goal was to create fashion-forward, technical apparel that’s both welcoming and approachable for those new to outdoor activities.”
What makes Halfdays stand out from other outdoor brands?
“A key differentiator for Halfdays, especially compared to legacy brands like North Face and Patagonia, is our focus on designing skiwear specifically for women’s bodies. While these classic brands cater to the masses, often resulting in ill-fitting clothes for women, we prioritize fit and style. We want women to feel excited about their skiwear, much like they do with their favorite workout sets that make them want to try a new Pilates class to show off their new fit rather than dread bulky, boxy outfits.
We aim to offer contemporary, ready-to-wear styles that are both functional and affordable, allowing our customers to express their style—something many other brands overlook.”
What makes a Halfdays ski set recognizable?
“The color and fit. Our all-one-color sets are easy to identify and are form-fitting. The head-to-toe, single-color look is something people can easily recognize. We recommend buying the jacket and pants as a set for a cohesive appearance. It’s a challenge to perfectly match colors across different fabrics and textures in ski jackets and pants, but our product team excels at this. As for the fit, it’s sleeker, more classic, and slimmer—allowing women to show their form and curves, rather than wearing something boxy and oversized.”
Which pieces would you consider Halfdays’ trademark items?
“Our most iconic piece and top-selling product is the Aston Jacket, a belted ski jacket that we launched in 2020. It remains one of our most-wanted items.”
I’ve seen the new collection, Camp Halfdays. Can you tell us more about it and what it signifies for the brand’s expansion?
“Camp Halfdays is our merch collection, inspired by brands like Anine Bing and GANNI, which excel in the contemporary fashion world by integrating graphic tees and unique, fun merch drops alongside their main collections. To echo that, we’ve introduced pieces beyond skiwear, like sweatshirts, nylon shorts, and hats, to keep things fresh and engage more people with the brand.
Camp Halfdays marks the beginning of our broader vision: becoming a staple outdoor apparel brand, offering a complete range of women’s hiking gear, outerwear, and skiwear.”
What aspect of the company’s future excites you the most?
“We’re expanding our team internally, which I’m really excited about, and growing into more categories. Our goal is to be known for both on- and off-mountain wear, as well as a year-round, all-season outerwear line.
One of the most exciting developments is our expansion into more retailers this fall. We’re already in stores like Nordstrom, Bloomingdale’s, and Backcountry, but we’ll soon be in even more, including one of our biggest new partners, Dick’s Sporting Goods. With their vast presence across the U.S. and incredible selection, we’re thrilled to reach more women and bring them to the mountain and the outdoors.”
Lastly, what’s your favorite mountain to ski or hike? How would you pair a Halfdays outfit with it?
“For skiing, my favorite mountain is definitely Telluride. It’s stunning with varying difficulty levels, perfect for cruising without pushing limits. I’m not trying to do anything crazy on the slopes, so I love that aspect. Telluride is more low-key compared to places like Aspen, so I’d wear the Georgie Puffer Jacket in black, and the Isabel Soft Shell Bib Pant paired with a colorful base layer like the ‘Forget Me Not’ powder blue.
As for hiking, I’d choose Aspen for its beautiful trails, lakes, and wildflower-covered hills in the summer. With the heat, I’d go for our Gwen Longline Top and Hattie Bike Shorts, which feature a unique cooling material to keep you dry and sweat-free.”
