WORK Conversations: Say Hi to Halfdays Founder Ariana Ferwerda

Podcast: Work with Erika Ayers Badan
Host: Erika Ayers Badan
Guest: Ariana Ferwerda, Co-founder & CEO, Halfdays
Date: January 19, 2026

Overview

In this lively, impromptu conversation, Erika welcomes Ariana Ferwerda, co-founder of women’s ski and outdoor apparel brand Halfdays. The episode explores the journey of building a female-centric outdoor brand, the founding story, challenges of production and inventory, fundraising, brand positioning, breaking through industry stereotypes, inspiration for product design, and the evolving culture of ski and outdoor apparel. Ariana and Erika also discuss why the ski community has felt exclusionary, the critical importance of genuine market need, and what it takes to disrupt a traditional, male-dominated category.

Key Discussion Points & Insights

The Founding Story and Identifying a Gap

• Ariana describes growing up as a skier in Michigan and later moving to Colorado for work, only to discover that women's skiwear options were unflattering, ill-fitting, and lacked style.
• She connected with her co-founder, Kylie (a former Olympic skier), who shared similar frustrations about legacy brands.
• Both identified the lack of stylish, functional, technical ski apparel for women as a real unmet need:

  “Why is everything so bad? Like, so masculine, so ill fitting… chartreuse suit, Patagonia suit that made me feel and look like the Michelin man.” (Ariana, 01:20)

Launching in the Pandemic and Product-Market Fit

• Halfdays was launched in November 2020 amid the uncertainties of the COVID-19 pandemic.

• They achieved immediate traction, credited to the clear gap and genuine demand in the market:

  “We launched into market, found product-market fit really quickly, have since expanded into other categories…but we’ve really exploded in the skiwear space for women.” (Ariana, 02:44)

• Ariana cautions that quick product-market fit in one category doesn’t guarantee it elsewhere:

  “I think that there’s such an interesting thing to be said about launching a brand and launching a product that people are actually in need of…We just found this immediate product-market fit with the niche we were filling.” (Ariana, 08:01)

Raising Capital & Scaling Up

• Ariana and Kylie were only 23 when they started and needed significant upfront capital due to the costs and minimums of ski apparel manufacturing.

• Their first production run was 7,000 units—a massive investment for a new brand:

  “Most of the factories…produce thousands and thousands of units. So the first production run…was 7,000 units…hundreds of thousands of dollars.” (Ariana, 03:58)

• They raised an $850,000 pre-seed venture round just before launch, funding inventory and operations.

Brand Growth: Team, Investment, and Retail Expansion

• Halfdays has grown to 30 full-time employees, all based in Denver.
• Investment is focused on team-building, expanding wholesale accounts, community and social media marketing, and brand partnerships.
• Notable retailer partnerships include Nordstrom, REI, Dick’s Sporting Goods, Revolve, and Shopbop.

Product Vision & Collaborative Design

• Initially, Ariana and Kylie recruited freelance designers from places like Arc’teryx and Lululemon via LinkedIn; both co-founders shaped the early aesthetic and fit.
• Today, they have a full in-house design and product development team.

Feminine Technicality & Challenging Industry Stereotypes

• Ariana rejects the outdoor industry’s “insider only” and hyper-technical gatekeeping:

  “There is this preconceived notion in the outdoor industry that if something looks cute…or is pink or has a belt around the waist, that it also can’t be technical. And that’s just this barrier we’ve had to overcome… You can take any technical material and dye it any color and it still maintains technicality.” (Ariana, 08:01) “There’s this, like, really interesting dynamic in the outdoor space that’s like, you have to be in the club or you’re not allowed to be there. …It’s really the thing that we’ve built the entire brand around. Everyone deserves to be in the mountains and should have access to them." (Ariana, 09:14 / 09:46)

• The aim is to reach the vast majority of women who want quality gear but don’t fall at either end of the “hardcore vs. après” skier spectrum:

  “Most people are kind of in the middle. They want to go and have a good time on the mountain and get out there with friends.” (Ariana, 10:53)

Competitive Landscape & Style Inspiration

• Halfdays competes technically with brands like The North Face and aesthetically with luxury names like Moncler—but offers accessible pricing.

• Vintage inspiration is mostly from the ‘60s and ‘70s (think "Slim Aarons, St. Moritz" vibes), not the “cheesy” neons of the ‘80s:

  “[The inspiration is] more like '60s, super cool, mid-century...Slim Aarons, like the St. Moritz vibe.” (Ariana, 13:32)

• A key product is their retro-inspired ski suit—modern fit, stylish, yet functional.

Inventory Hurdles & Operational Stress

• The apparel business’s inventory demands are significant and stressful, especially for seasonal and specialty gear.
• Ariana expresses both hard-won experience and wariness:

  “I don’t ever want to be in an inventory business again.” (Ariana, 15:03)
  Erika adds: “Same. I cannot get out of inventory 100%. I’m like, it’s the worst.” (Erika, 15:03)

Retail Experience, Modern Distribution, and Future Strategy

• Halfdays is focused on both DTC and strategic retail. Erika suggests ski shops and pop-up experiences could be a key opportunity, as many existing spaces are cluttered and dated.
• Ariana is open to exploring more innovative on-mountain and in-town activations.

Collaborations and Brand Extensions

• Recent collaborations include Hoka (puffy winter shoe with Vibram outsole) and ILIA Beauty (pink ski suit).
• More collaborations are in the works.

Notable Quotes & Memorable Moments

• On Market Need:

  “Are you solving a real problem, or you’re just, like, trying to start a company to start a company?”
  (Ariana, 08:01)

• On Stereotypes in the Industry:

  “There’s a preconceived notion…if something looks cute…that it also can’t be technical. And that’s just this barrier we’ve had to overcome.”
  (Ariana, 09:05)

• On Inclusivity:

  “Everyone deserves to be in the mountains and should have access to them. It’s really, like, one huge thing that we’re on a mission to do at Halfdays.”
  (Ariana, 09:46)

• On Retail Experience:
  Erika: “I think the ski, you know, like the ski shops really are mostly mom and pop shops…there hasn’t been something new for women in that…Your go to market strategy could be super cool, like pop-ups at ski mountains.” (15:31)

Timestamps for Important Segments

• Origin Story & Market Gap: 01:20 – 02:44
• Raising Capital & First Production: 03:58 – 05:13
• Brand Growth & Employee Size: 05:19
• Design Approach: 05:49
• Product-Market Fit Lessons: 07:39 – 08:01
• Industry Stereotypes/Technicality & Female Brand Focus: 09:05 – 09:46
• Discussing the "Insider Only" Mentality: 09:14 – 10:04
• Target Market and Community Breakdown: 10:53
• Competitors & Aesthetic Lane: 12:34 – 13:09
• Vintage Inspiration & Product Design: 13:19 – 14:17
• Inventory Struggles: 14:17 – 15:03
• Retail Experience and Potential Strategies: 15:13 – 16:48
• Collaborations: 18:34

Conclusion

This episode offers an inspiring, transparent look into the launch and scaling of a purpose-driven brand that is stylish and technical, with a commitment to inclusivity—challenging both industry norms and aesthetic limitations in ski and outdoor apparel. Ariana’s candid reflections on product-market fit, manufacturing hardship, brand philosophy, and her willingness to build community-first round out a vibrant, insightful conversation for aspiring founders and outdoor enthusiasts alike.