This summer…..winter goals?
Why are we doing what we are doing I hear you say? Take a look at this image I came across during some Instagram market research…
Now why has this real and ambitious woman, who clearly has a passion for snowboarding, been influenced to think that she needs to fit into these ‘cute **insert said brand name** snowboarding pants’? Two things here to highlight:
Firstly, and most importantly, there is a negative and detrimental message that has been supported by the industry and media to encourage a stereotypical perception of women in the sport. Why is it her goal to fit into these pants, when surely her goals should be to better her ability, have fun and be proud of her decision to live an active and healthy lifestyle? This is rapidly becoming an outdated representation of women in sport thanks to many motivating campaigns and successful international sporting prowess… but there is still much to be challenged!
Secondly, she comments ‘I always have to buy men’s size snowboarding pants’. This also roots our inspiration to design stylish women’s snowboard wear that fits superbly. I would consider myself and our immediate snowboarding crew to be fairly athletic young women, so why is it we find ourselves, along with a large proportion of girls in the sport doing the same: buying men’s snowboarding gear! Why? Because it’s all we can find to fit. Why do I find a women’s large not lengthy or roomy enough when usually I’m a pretty solid Medium? Who are these mini skinny snowboarders?!
“Who are these mini skinny snowboarders?!”
I am not ashamed to say that when we are on the mountains, we intend to give the guys a good run for their money: not by sauntering down the slopes but riding fast and high, confidently and ferociously no matter what level and ability we are (please note I am by no means a pro snowboarder). Now, with this level of action, the female gear that is all too often overly short and tight just does not cut it! We need that higher level of maneuverability and fit just like our male counterparts. I’m sure you will agree there are some other brands that do this well and that we commend – what we’re saying is, in a heavily saturated and male dominated market, let there be more of it!
“what we’re saying is, in a heavily saturated and male dominated market, let there be more of it!”
A very interesting old Whitelines article has just attracted some attention and it seems to have sparked some controversial comments. It seems there are many people out there, both male and female, who are happy with the ‘pink it and shrink it’ technique, who love the “furry kittens and aztec patterns” and aspire, or think women should aspire, to be able to fit into those ‘cute **insert said brand name** snowboarding pants’ and others who absolutely don’t. Personally, we are solidly of the latter opinion and therefore want to support the call for better fitting and functioning snowboard gear for women!
We want to, not only be able to provide clothing for what we see as a call in demand, born out of our own and our friends frustrations, we want to – Just like campaigns such as This Girl Can, Board of Media, and Women in Board and Action sports, provide a platform for women to express their inner adventure, and to spread a positive message that challenges an outdated female stereotype. And give the rest of the industry a little…hello! Yes we are here, and yes us British can snowboard!
Back to why we are doing this……..We want to help advocate the cultural shift in perceptions about women’s sport and encourage more women to get on board!
We’ll be launching our outerwear this winter so keep your eyes peeled!
SNOOKS love x
Points of views and comments welcomed!