A brand-new Boulder-based ski apparel brand is trying to hit the sweet spot for what parents are willing to pay to outfit their little rippers.
There’s a gap in the youth skiwear market. And Shred Dog co-founders Marc Dietz and Dallas Moore, both industry and apparel veterans, are trying to fill it with right-priced performance gear.
While trying to adequately dress their own kids for mountain sports, the dads realized cheap stuff that got wet could ruin everyone’s day. But at the same time, neither was willing to throw down hundreds of dollars for a high-end ski shell or bibs that their child would outgrow in a single season.
That’s the impetus behind Shred Dog.
Basic, Premium, Convertible
“The opportunity is in making high-performance that’s more affordable based on how quickly kids outgrow it,” said Dietz, who grew up in Boulder, Colo. After living and teaching his son to ski in Tahoe, he returned to launch Shred Dog from an epicenter for outdoor sports.
“We live very active lifestyles,” Dietz said. “And if we are expecting to bring our kids, they shouldn’t have inferior gear.”
The brand is starting with the basics — four core pieces. The initial Shred Dog collection includes a waterproof-breathable hard shell and convertible bib-pant as well as an insulating midlayer and matching fleece neck gaiter.
The jacket and pants are unisex for youth sizes 4 to 6 but come in some custom Shred Dog logo camouflage options for older kids in sizes 8 to 14.