At the 2018 Winter Olympics in PyeongChang, South Korea, Kiley McKinnon competed in what she would call “unisex” fits—heavy on the air quotes. In reality, the ski apparel was designed for male competitors and then adapted for her, and McKinnon, a professional Freestyle Aerial skier, didn’t feel like she had a voice with the uniform sponsor. That’s when she decided to create the skiwear she actually wanted to use, which we now know as Halfdays.
At the time, McKinnon and one of her co-founders, Ariana Ferwerda, didn’t have design or product development experience. They figured it out as they went, finding vendors at outdoor expos, reaching out to people on LinkedIn for advice, and outsourcing designers to help bring their vision to life. Because it was all happening during COVID, nearly every one of these conversations took place over Zoom or via email.
“Looking back, we’re still amazed that we not only got our first collection across the finish line, but that the product turned out to be something we were truly proud of,” says McKinnon.
McKinnon knew they were on to something special from the moment they got the first samples. They were far from perfect, but McKinnon and Ferwerda trusted themselves and their vision, which made all the difference.
Before joining Halfdays, Ferwerda worked closely with Fortune 100 retailers, helping them leverage data to make strategic decisions. In her current role, it’s clear she continues to apply this experience to grow the brand.
“Most women aren’t shopping by sport unless highly specialized gear is required,” says Ferwerda. “Instead, they shop based on how they want to feel, and no one wants to swap identities just to go outside.”
For brands clinging to rigid product categories, this shift is a threat, but the Halfdays team sees it as an opportunity. They’ve always been clear in their goal to create a welcoming brand that inspires more women to get outdoors, and they continue to stay focused on that vision with each launch and each season.
Part of what makes their mission a success is the community they’ve cultivated and continue to bring together. They host monthly community meetups around the country, ranging from city walk clubs and ski days to camping trips and happy hours, and have all the event info at halfdays.com/pages/events.
The other part is that they design each piece for women, drawing inspiration for the styles and colors from their favorite non-activewear pieces.
“In the beginning, Ariana and I built our palettes straight from what we actually wore in our own closets, because we wanted Halfdays to feel like an extension of everyday style,” says McKinnon.
She’s of course referring to the bold color palettes that the brand has been known for since day one. Their most recent launch is a new fall color, Glazed Cherry, that they’ll be carrying into their ski collection. Ferwerda hates to play favorites, but she’s excited to hit the slopes in the Hedy Belted Puffer with the matching Emma Pant in the new Glazed Cherry color way this year.
As we count down the days to the 2025-2025 ski season, McKinnon and Ferwerda hope to get more women on the mountain as they push to make the outdoors more accessible, inclusive, and stylish for women.
McKinnon is the biggest cheerleader for new skiers and says there’s no “right” or “wrong” time to learn, whether you’re three or fifty. We all have to start somewhere, and even if you’re learning later in life, it doesn’t mean you don’t belong on the mountain like everyone else.
“The truth is, no one’s really paying attention to what others are doing—they’re focused on their own runs,” says McKinnon. “So if you’re on the bunny slope and start to feel embarrassed, remember: the only one thinking about you is you.”
For McKinnon, confidence is everything. The more you trust yourself and your ability, the better your body and mind will perform.
The Halfdays ski collection officially launches October 16. In addition to Glazed Cherry, they’re also launching Amethyst and brand-new fabric, nylon ripstop, to elevate both performance and durability.
The collection will be available online, at their Denver flagship store in RiNo, and through select retailers, including Dick’s Sporting Goods, REI, and Nordstrom. They’ll also be dropping a few collaborations throughout the season, so definitely follow @halfdays to be the first to know!