WELCOME TO THE SISTERHOOD OF SHRED
ESTABLISHED 2014 – FOUNDERS JEN GURECKI DANIELLE REES – EMPLOYEES: 4 – LOCATED IN RENO NEVADA
THE STORY OF Coalition Snow:
Making Women’s Gear That Doesn’t Suck
People often ask us what makes a ski or board “women’s specific.”
We could try to tell you our cores are made from tampons and the tears of fragile masculinity or that our mounting points will guarantee you’ll never blow out your knee but that’s not what really matters.
The real secret to designing women’s gear is starting with women first. Women talk, we listen, we create. See, no two women want the same exact thing. In fact, the only thing that all women can agree on when it comes to gear is that we don’t like being pigeon-holed into the basic “women’s specific” stereotype.
Here’s the thing the industry seems to be missing; there’s no such thing as the perfect women’s ski or snowboard. Gone are the days where a company can offer one women’s specific option among a myriad of “unisex” and “men’s” options.
And that marketing jargon? We know you can read right through that shit. If the industry can’t do better we will. Time to say goodbye to watered-down, one-size-fits-all equipment and hello to the freedom of choice and the power of ownership.