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First British snowboarding and ski brand made for women by women seeks to break gender stereotypes

Loughborough University graduates Susie Beere and Sophie Kelly have officially launched the first British snowboarding and ski brand designed specifically for women.

Their brand, Snooks, offers female riders well-fitting and uniquely designed outerwear that combine protection, freedom of movement and style.

Launched online this week, the range includes waterproof, windproof, breathable and warm technical jackets and trousers inspired by British heritage and modern urban styling.

Produced to keep riders comfortable without compromising on design, the new 2016/17 range aims to bridge the gap between what is currently available on the market for men and women.

Born in The Studio, Loughborough’s creative hub, Snooks encourages more female riders to make the transition from wearing clothes designed for men by offering products that represent the demands of women.

Susie Beere, Snooks Co-founder, comments: “The provision for men is so much vaster and there is no brand from Britain currently representing female snowboarders and skiers. ​

​“Women often buy men's snowboarding gear due to the lack of well-fitting, stylish options in women's ranges. We hope to shake up the market and provide women with outwear that really fits them without using stereotypical colours and designs.

 “It's so important that action sports brands represent the people they are designing for. In everything we do, we always put female riders at the core and listen to what they want. Snooks hope to change attitudes towards women's action sports and build a brand that is far more than just a business, but a way of representing and supporting female action sports participants and athletes. ”

Susie and Sophie are planning a summer tour of the UKs dry slopes to showcase their products on pop-up stands across the country.

 Early bird sales are available now via the Snooks website.

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