Halfdays Co-Founder Ariana Ferwerda on Raising Capital, Wholesale Strategy and Blending Fashion with Performance
Colorado-based brand Halfdays has cultivated a devoted following over its five years in the market, known for its stylish and functional skiwear and base layers. The company employs about 30 full-time team members, with co-founders Ariana Ferwerda and Kiley McKinnon — a professional freestyle skier — remaining closely involved in product design and testing.
Design and Creative Process
Seasonal themes and color choices are developed by two in-house designers. Ferwerda and McKinnon actively review sketches, oversee fit reviews, and take part in wear testing sessions to ensure both style and performance are achieved.
Funding Challenges and Achievements
Securing financial backing has been one of the brand’s biggest obstacles. Last month, Halfdays revealed that it successfully closed a $10 million Series A funding round led by Kellwood Company, with additional participation from Dick’s Sporting Goods Ventures and model Taylor Hill.
“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,” said Ferwerda.
Despite the hurdles, Ferwerda noted that the team’s persistence paid off, allowing Halfdays to keep expanding without compromising its mission or creativity.
About Halfdays
- Founded five years ago in Colorado
- Employs 30 full-time staff
- Focused on fashion-forward, performance-driven skiwear
- Raised $10 million in Series A funding
Author’s summary: Halfdays combines modern aesthetics with performance innovation, overcoming funding barriers to redefine women’s skiwear from the inside out.
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