Goal: Launch new division of business with a technical yet fashionable Trail category in Spring Summer 2025.

Objective: Strategically develop a wide-ranging assortment of performance outerwear, layering pieces, activewear and accessories for a head-to-toe stake in the Hiking world that feels like a brand-right, trustworthy extension of Halfdays’ proficiency in ski.

Deliverables: Created an evergreen Product Bible encompassing all aspects of how the brand comes to life through product, inclusive of market and trend positioning, brand soul/persona development, design language and color strategy. Provided product strategy and merchandising of SS25 and FW25 Trail collections. Crafted unique high-level concepts, design, color and trim direction. Designed collections in full from original sketch through fit through to production.