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.
Notes for editors
Press release reference number: PR 16/26
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Loughborough is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.
It has been awarded five stars in the independent QS Stars university rating scheme, putting it among the best universities in the world, and was named University of the Year in the What Uni Student Choice Awards 2015.Loughborough is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’ and is in the top 10 in England for research intensity. It was 2nd in the 2015 THE Student Experience Survey and was named Sports University of the Year 2013-14 by The Times and Sunday Times. In recognition of its contribution to the sector, Loughborough has been awarded seven Queen's Anniversary Prizes.
In September 2015 the University opened an additional academic campus in London’s new innovation quarter. Loughborough University London, based on the Queen Elizabeth Olympic Park, offers postgraduate and executive-level education, as well as research and enterprise opportunities.