Kiley McKinnon and Ariana Ferwerda were recently snapping photos at the top of Keystone Resort when they heard snickering. “Are you guys actually going to ski, or are you just here to shoot content?” a group of skiers chided. Little did the carpers know they were teasing two-thirds of the masterminds behind Halfdays, a popular women’s outdoor apparel brand based in Denver. Oh, and did we mention McKinnon was an Olympic freestyle aerial skier? The concept was born out of McKinnon’s frustration with male-centric gear, which came to a head when she competed in the 2018 Winter Olympics in an ill-fitting unisex ski kit. She teamed up with Ferwerda and Karelle Golda to launch Halfdays two years later.

The piste-ready apparel shirks the typical “shrink-it-and-pink-it” ethos brands have when it comes to creating products for women. Instead, the company leans into clean silhouettes; fewer, strategically placed pockets; and an array of colors. “I’m really hoping that with Halfdays we can help build a community of more welcoming people that aren’t so serious and intense,” McKinnon says. Just because the outfits are trendy doesn’t mean they lack technicality. Much of Halfdays’ gear boasts Primaloft insulation, a high-performance synthetic material that’s lightweight, packable, and exceptionally warm. Plus, you can expect water-resistant zippers and seams, helmet-compatible hoods, and pass pockets.

The team recently updated its Murphy Ski Suit, which was inspired by vintage racing suits, to include nylon ripstop fabric for more durability. An added bonus? The new material gives the outfit a shiny finish you’ll definitely want to take photos in. We hope everyone is watching.

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