Halfdays Co-Founder Ariana Ferwerda on Raising Capital, Wholesale Strategy and Blending Fashion with Performance
Colorado-based company Halfdays has built a loyal audience over the past five years with its stylish and performance-driven skiwear and base layers. The brand operates with a team of 30 full-time staff members, guided by co-founders Ariana Ferwerda and professional freestyle skier Kiley McKinnon, who take an active role in every stage of product design and development.
Design and Creative Direction
Each season, two in-house designers lead the process of setting the creative direction and selecting color palettes. Ferwerda and McKinnon personally review design sketches, evaluate fit, attend fittings, and participate in product testing to ensure the pieces meet both aesthetic and functional goals.
Challenges in Funding Growth
Securing capital has been one of the company’s greatest challenges. Despite a strong brand identity, apparel startups often face investor hesitation.
“Most VCs won’t touch apparel with a ten-foot pole, so finding investors who would even consider it — let alone align with our values and vision — has been like finding a needle in a haystack,” said Ariana Ferwerda.
In October, Halfdays announced the successful closing of its $10 million Series A funding round led by Kellwood Company, joined by Dick’s Sporting Goods Ventures and model Taylor Hill. This milestone allows the company to strengthen its wholesale strategy and further merge high-performance wear with contemporary fashion.
“Capitalizing a seasonal apparel business has hands down been the hardest part of building this brand,” Ferwerda told SESO. “Luckily, we’ve pushed through all these hurdles and have successfully done it, but it was definitely not an easy feat.”
Author’s Summary
Halfdays’ growth story shows how persistence, design innovation, and a values-driven approach helped overcome the funding barriers facing modern performance apparel brands.