Colorado-based Halfdays has grown a loyal following for its fashion-forward skiwear and base layers since launching five years ago.
With a team of 30 full-time employees, co-founders Ariana Ferwerda and professional freestyle skier Kiley McKinnon are deeply involved in the design process. Seasonal concepting and color direction is led by two in-house designers, and Ferwerda and McKinnon review sketches and fit intent, sit in on fittings and even participate in wear testing.
Funding the company has been the most challenging aspect of growing the brand, however. Last month, Halfdays announced the company had raised $10 million in a Series A funding round led by Kellwood Company, with support from Dick’s Sporting Goods Ventures and model Taylor Hill.
“Capitalizing a seasonal apparel business has hands down been the hardest part of building this brand,” Ferwerda said in an interview with SESO. “Most VCs won’t touch apparel with a ten-foot pole, so finding investors who would even consider it — let alone align with our values and vision — has been like finding a needle in a haystack. Luckily, we’ve pushed through all these hurdles and have successfully done it, but definitely not an easy feat.”
While the majority of the company’s business is DTC, Halfdays’ wholesale channel is growing, and the brand can be found at Dick’s Sporting Goods, REI, specialty outdoor retailers, as well as fashion retailers such as Nordstrom, Shopbop and Revolve.
Ferwerda shared more details about how the brand has found success and how it plans to grow.
You started the brand with a clear sense of the kinds of apparel you wanted to make. What has surprised you over the past five years?
Ariana Ferwerda, Halfdays co-founder and CEO: It surprised me that base layers have been such a huge driver of revenue for us. We launched with ski outerwear and base layers back in 2020, and base layers continue to be top sellers for the brand in terms of units. We knew that well-fitting base layers that also performed well off-mountain were an opportunity, but it’s just been such a bigger part of the business than we anticipated. It’s also been really surprising to see how much color plays a role in the success of the brand — customers will truly buy ski wear every single season just to have the new Halfdays color, whereas most ski brands are not seeing that type of repeat purchase behavior.
Photo courtesy of Halfdays.
Was the plan always to grow into other categories beyond snow?
Ariana Ferwerda: Yes, from the early days we always knew that there was opportunity outside of snow. The outdoor industry at large has always felt very exclusive and male-dominated, making it difficult for newcomers to enter some of these outdoor sports. In addition to the fact that only operating in the snow category is incredibly seasonal, we want to build a year-round lifestyle outdoor business at the end of the day.
We have some exciting collaborations in the works over the next year or two that will allow us to tap into entirely new categories for the brand. These partnerships will help us continue expanding beyond our core ski offering while staying true to the Halfdays DNA.
With shorter winters and economic challenges, so many snow brands are struggling. Why do you think Halfdays is resonating and what are your hero products?
Ariana Ferwerda: From day one, our goal has been simple: to bring more women to the mountains and make them feel good in what they’re wearing. We’ve brought a much more feminine-forward approach to the products themselves by designing pieces that fit women’s bodies incredibly well and launching colors that align with what’s trending in fashion. Paired with a brand and positioning that is much more approachable, fun, and inclusive than many of our competitors, we continue to experience growth year-over-year.
Women are still purchasing, they’re just no longer buying snow apparel that is a means to an end.
One of our best-selling styles, the Aston Jacket, features PrimaLoft® insulation and an ultra-chic belted silhouette for warmth and style. Year over year, it continues to drive interest from new and returning customers who are interested in new colorways. For bottoms, our community tends to split between the Emma Soft Shell Pant and the Carson Bib, reflecting the versatility of our customer. The Emma offers a sleek, four-way stretch fit that moves like a yoga pant, while the Carson Bib is our classic insulated style — ideal for extra-cold days, complete with thigh vents, kick patches for durability, and exterior pockets for functionality.
Who is the Halfdays consumer, and how loyal is she?
Ariana Ferwerda: The Halfdays girl is active, outdoorsy, and cares as much about style and fit as she does about performance. Roughly 40% of our customers are repeat purchasers, and we typically see that number increase during ski season. We focus on driving loyalty by keeping our community excited through new colorways, styles and lifestyle offerings that extend beyond the slopes.
Community has always been central to our brand. We have ambassadors nationwide who host monthly events that bring women together to ski, hike, and connect. These experiences, paired with fun perks through our brand partners, create meaningful relationships that keep customers coming back — not just for the product, but for the brand community they’re a part of.
Photo courtesy of Halfdays.
It’s interesting that you’re expanding to stores such as Shopbop and Revolve, which are more mainstream and fashion-forward, and less outdoor specialty. Tell us more about the wholesale strategy.
Ariana Ferwerda: You bring up a great question. The short answer is that we’re focused on both fashion and outdoor, and I’d say they’re equally important to us.
At our core, we want to give women across North America the chance to try on our products in person. That’s why you’ll see us showing up in retailers like REI, Dick’s Sporting Goods and a range of specialty outdoor stores.
At the same time, our customer is a city-dweller (think NYC, LA, SF) who’s just as obsessed with fashion as she is with getting outside. So, it makes total sense for us to also meet her where she already shops, on platforms like Revolve and Shopbop.
What’s your ultimate vision for Halfdays?
Ariana Ferwerda: My long-term vision for Halfdays is to build a lasting lifestyle brand that brings more women to the mountains — one that merges outdoor performance and fashion in a way that’s never been done before. I want to redefine what the outdoors looks and feels like for women: more inclusive, more stylish, and a lot more fun.
What’s the inspiration behind the Winter 2025 collection?
Ariana Ferwerda: (The inspiration) is the girls’ trip that finally made it out of the group chat. An aspirational winter escape that brings together all our Halfdays girls — whether they’re linking turns on black diamonds, taking their first ski lesson or just here for après.
Some of our best-selling styles return in playful, bold new hues — amethyst and glazed cherry. We introduced a new nylon ripstop fabric with a sleek, shiny finish, available in glazed cherry and nuthatch. It’s featured across key styles like the Lawrence Jacket, Carson Bib, Alessandra Pant and Murphy Ski Suit. Other updates include new gaiters, as well as expanded base layers, and merino beanies. Our new collection is available online, at our Denver flagship and through select retailers including Dick’s Sporting Goods, REI, and Nordstrom.
This interview has been edited and condensed for clarity. Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
