Snowboarding inspired streetwear for females
Snowboarding is primarily considered a male endeavour that is often thought to be too dangerous for females. Social structures restrict women’s desire to transgress the norm due to gender anxieties that root back to World War II. Clothing within this subculture is often used for social stratification, stereotypically, female specific garments are made ‘pretty’ by the use of the colour pink.
The designed product range reinterprets classic snowboarder style jackets into product that can be work off the mountain –making the transition from very technical snowboarding to functional Below ByNay après snowboarding jackets easy, allowing for a feminine aesthetic to emerge within the snowboarding subculture.