Strafe design4/6/2023 S: What would you like to see for women in the snowsports industry? And women's gear has finally caught up to the guy's which is great! Personally I get really excited when I see women crushing it on the mountain, it inspires and motivates me to push myself, I think a lot of women feel that way. P: Like I said earlier, the progression over the last 10 years has exploded and women are getting more coverage and accolades. S: How have you seen the sport evolve for women over the past 10 years? It might be predominately male right now, but I definitely see more and more females getting involved in all aspects of the industry, not just as athletes. I've worked in snowsports for a long time and even though I might've been the only female around in a lot of situations, I've never felt out of place. P: I think no matter what, the snowsports world has always had great female role models and participants, and there's no question that women will continue to impact and grow their presence in this industry. S: In your opinion what impact have women had in snowsports? Currently I love watching Jamie Anderson and Chloe Kim snowboarding, just mind blowing to see the progression of women's snowboarding over the last 5-10 years. P: Growing up there were a couple of really great female Swedish ski racers that I looked up to, Pernilla Wiberg was one of them, Anja Parson. S: Who did you look up to as a female in the sport? the passion for snow and mountain living came a little later but the creative drive was always there. P: I told mom when I was around 6 that I was going to be a designer and I remember drawing lots of pretty figure skating and Disney princess dresses. S: What did you want to be when you grew up? The best compliment is when women say they didn't even think about the clothes while they're out there, haha! I also love the process of choosing the women's specific colors each season, and then seeing how our customers come up with their own unique combos. P: My favorite part is hearing women talk about how our products make them feel when they wear them. S: What do you love about designing women's ski clothing? We now also have a couple of unisex fit touring styles, which was a really fun project to work on! Fit is of course the biggest difference, I spend a lot of time working on that for both women's and men's products. Our men's and women's products are almost identical when it comes to tech features and materials, I even use the majority of the color palette for both genders, with 2-3 women's specific colors mixed in each season. P: I actually don't think there's a huge difference here at Strafe. S: What's the difference in designing for women v. I've been at Strafe for a little over 5 years now and absolutely love it! Fortunately for me, they were looking for someone to take on their design and development and offered me a job pretty quickly. I knew a couple of the guys already and really liked their technical features and the great colors I'd seen on the mountain. My first job was as a retail salesperson in a snowboard shop, and over the years I worked my way to become the head soft-goods buyer for the main ski-shop and resort operations in town.Ībout 10 years ago I decided to switch gears and get a job where I would use my schooling (I studied clothing design, construction, pattern making), and ended up landing a job in the design department of a larger brand here in town.įast forward a few years and I stopped by the Strafe office to see what they were up to. Wanting to spend more time in the mountains after graduating, I moved to Aspen and just fell in love! Pia (P): I'm from Sweden and pretty much everyone I knew growing up was into winter sports like skiing, snowboarding, hockey, you name it. Strafe (S): Give us a brief background and history of your introduction and later career in the snowsports industry!
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