Despite being a competitive skier for most of her adolescence, Anna Tedstrom is a big proponent of not taking oneself too seriously on the slopes. Hence, Hoohah, her Littleton-based outdoor apparel brand. Tedstrom began embellishing thrifted ski suits with colorful fringe, flower-shaped patches, and shimmering rhinestones in 2020 to boost her girlfriends’ fun and confidence on their skis and boards. (The name means exactly what you think it means; it’s Tedstrom’s way of reclaiming the word.)

Today, Hoohah creates ski gear in bold colors and playful patterns that are sure to strike up chairlift conversations. “Other brands in the outdoor space are focused on speed, endurance, hucking cliffs, and backcountry skiing. Those are all great things, but not everyone relates to it,” Tedstrom says. “I want to make gear that makes you smile—that’s so fun that it takes away the intimidation factor and makes you want to ski more.”

5280 November 2024
More From The Issue

Western Bibs in Beryl Blue

Courtesy of Hoohah

Style meets sensibility in these bibs ($315), which are made with recycled, water-resistant fabric and two layers of insulation.

Western Coat in Black

Courtesy of Hoohah

“Fringe makes you fast,” Tedstrom says of the pink-fringe-embellished Western coat in black ($315).

Daisy Vest in Raspberry

Courtesy of Hoohah

This recently released vest ($178) provides just enough warmth during shoulder seasons.

Want to try before you buy? Visit Hoohah’s first long-term pop-up shop, which will take over a retail space on Boulder’s Pearl Street in February and March 2025.