SheShreds.co

Overview

SheShreds.co is a female-focused action and adventure sports apparel brand based out of Eden, Utah. Founded by Gina Duffy in 2013, the mission of the brand is “To arm everyday girls and women with apparel, experiences and a system of support that helps them feel extraordinary.” In addition to women’s empowerment through fashion, SheShreds.co is a global sisterhood of athletes, both serious competitors and casual enthusiasts. This sisterhood is an ambassadorship that is guided by principles of togetherness, ingenuity and fearlessness. All ambassadors represent these values though their attitude and involvement in their sport and towards the brand. The primary mantra of the organization is “United We Shred!”

History

The company launched on November 27, 2013 after Gina noticed a gap in female participation and support in her favorite action and adventure sports. She decided to create a space where girls could come and get everything that they needed to be successful; gear and support. Gina took her passion for fashion and action sports and brought them together to form SheShreds.co. In 2013, one of the brand's debut partner was boardco.com, a wake, ski, and surf company. Not long after, the brand began to team with other major outdoor adventure companies and make appearances on television. Starting off with logos on basic apparel, SheShreds.co expanded to sponsor female athletes as “ambassadors” after just one month.

Apparel

SheShreds.co apparel is intended to be a badge that symbolizes involvement in the SheShreds.co movement. Gina, passionate about fashion, wanted to design style-conscious and functional apparel for “sheshredders.” This empowering apparel line of SheShreds.co features everything from swimwear to snow gear as well as trendy fashion retail like leggings and t-shirts. The brand is primarily sold online, at popup stores and at select Zumiez locations.

Ambassadors

Brand Ambassadors are female athletes who represent SheShreds.co by wearing the apparel and supporting the movement. SheShreds.co started its global ambassador program in late December of 2013 after Gina decided to be more hands-on and personal with the mission of the brand. Ambassadors might be Crew members, Bronze, Silver, Gold, Team or Pro-team members. These sponsorships are based on level of involvement, type of involvement and dedication to SheShreds.co. Ambassadors specialize in a wide range of sports including paragliding, mountaineering, and wakesurfing.

Jamboree

Each year, the company hosts an event called the SheShreds.co Jamboree. This snowboarding and skiing event is held at Powder Mountain Resort in northern Utah. In 2019, the event featured an entire weekend getaway open to the public. The event entailed a women’s only skiing and snowboarding clinic during the day and a co-ed dinner and dance party in the evenings. On Friday, the event hosted a women’s only slopestyle competition at the base of the resort.

References

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