Halfdays: From Winter Staples to Year-Round Essentials
Outdoor apparel brand, Halfdays, is redefining women’s activewear with its first physical store in Denver, marking its evolution from skiwear to a comprehensive year-round lifestyle brand.
Halfdays, the Everywhere Ventures-backed ski and outdoor apparel brand, is carving a new path with its first physical store in Denver, Colorado. This milestone marks a shift from the brand’s roots in skiwear to its evolution as a comprehensive outdoor apparel line for women. Founded in 2020 by Olympic skier Kiley McKinnon, alongside Ariana Ferwerda and Karelle Golda, Halfdays has consistently blended technical performance with chic, accessible design.
A Mission to Redefine Women’s Outdoor Wear
Halfdays launched to address a glaring gap in the market: fashionable yet functional outdoor apparel for women. Historically, options have been limited to “shrink and pink” versions of men’s designs or prohibitively expensive luxury brands. Halfdays positioned itself as the perfect middle ground, offering stylish, high-performance gear without the $4,000 price tags.
The strategy worked. After just one ski season, the waitlist for Halfdays’s ski pants reached 10,000 people. By 2021, the brand expanded into wholesale earlier than planned, with wholesale now accounting for 15% of sales. Between 2023 and 2024, Halfdays achieved eight-figure revenues and recorded an 86% year-over-year revenue increase, with triple-digit growth in wholesale channels.
Denver: A Hub for Growth
The Denver store represents the next phase in Halfdays’ journey. Located near iconic ski destinations and rooted in a vibrant outdoor community, the store allows Halfdays to establish itself as more than just a ski brand.
“Having a full, year-round retail space really allows us to share the story of Halfdays as an outdoor apparel brand, not just a ski brand,” said Ferwerda. With new collections in hiking, trail, and activewear, Halfdays is broadening its appeal to become a go-to brand for outdoor enthusiasts.
Scaling for the Future
Halfdays is building momentum for sustained growth. The brand has bolstered its team with key hires, including a VP of marketing from La Colombe and its first in-house photographer and art director, ensuring creative content is authentic and engaging.
As the creator economy evolves, Halfdays is focusing on building genuine connections with its community. “You have to be so much more intentional with who you’re working with,” said McKinnon. Instead of relying heavily on influencers with massive followings, the brand prioritizes user-generated content from loyal customers, fostering a sense of belonging and engagement.
Wholesale partnerships with retailers like Nordstrom and Bloomingdale’s, along with forthcoming product collaborations, are helping Halfdays bridge the gap between technical outdoor brands and mainstream fashion.
Looking Ahead
The Denver store is just the beginning. With plans to expand its retail footprint to cities like New York and ambitions for global reach, Halfdays is positioning itself as a leader in year-round outdoor and activewear for women.
“Our long-term goal is to be global,” said Ferwerda. “We want to have year-round categories for outdoor and active apparel for women and reach customers worldwide.”
With its innovative design, community-driven marketing, and commitment to growth, Halfdays is proving it’s more than just a ski brand—it’s a lifestyle for women who love the outdoors.
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