Snooks, Madness in the method.
Are you ready for the first of its kind, the UK pioneers of a women’s only ski and snowboard brand, for women by women! We can now say, bye bye butterflies, bye bye poker dots and certainly bye bye to gratuitous amounts of pink! Snooks, is a loud and proud brand, flying the flag for the Made in Britain label.
I wanted to take a bit of time to tell all you lovely readers of the Ski Club GB blog, about these ladies because they are starting something that has been long over due. I don’t want to go on a rant about the boundaries and separations in the Snow sports industry, as Susie Beere and Sophie Kelly are not about that, they are not so concerned about the boys; they are more of the `Boys, you do you`, mind set, Susie and Sophie are about looking after the best interest of us girls while out on the mountain.
Who are Snooks and How did they come about?
Sick of buying from the men’s sections, the girls noticed a gap in the market. For myself, I have never been a fan of what I call the “Eurofit”- although I am thoroughly proud of my body, I don’t want my snowboard gear to emphasise the curves, that’s for Friday nights in Leeds. Most of what is available on the market doesn’t, for example, cover your bum, feel loose but comfortable around your chest and hips and worst of all, shows what you ate for breakfast. Snooks is for girls who like a more edgy, cool and relaxed fit, which doesn’t seem to be so readily available for girls. Then Susie and Sophie had a little conflab and decided it was the right time to start a business together; a company that would focus on the concept of- for women, by women- and I think these ladies have it bang on so far.
What is the drive and why is the “Made In Britain” label so important?
The first range is focussed on fit and that is the essential idea that started the whole concept. Then Sophie and Susie addressed some of the most important factors in fit and naturally, headed off the tailors first. They worked together to design something that’s practical and obviously super cute, products that allow plenty of room for layers underneath while still being flattering and comfortable. They manufacture outerwear in the UK, ensuring their gear is super high quality and they are proud to carry the Made in Britain label- these days this label means a lot more, being more environmentally friendly and promoting that all important British craftsmanship.
Susie says, “We hope to grow as a brand that not only represents the female skiers and snowboarders we design for and break down some gender stereotypes that have passed their sell by date… We understand that most female riders don’t want gear covered in pink butterflies, glitter and pretty flowers. Female riders are about way more than that.” Boom, well said Susie!
What so important about promoting women over men?
Sophie says, “It is important to us to celebrate women’s achievements in action sports, especially snowboard and skiing, whether it’s British athletes smashing it on the podium, or your first timer stacking it on a kicker. Hey at least you tried! We want to reflect this in our marketing. Representative not idealistic. . . . ”
I think men have it covered, in the UK in particular, we have some incredible male athletes in the snow sports sector, Billy Morgan, Jamie Woods to name but two, showing the world what British athletes have to offer but now its time for a little female promotion. That Is what Snooks want, as a brand they want to shout about female achievement, however little or big, yayyy for the lasses!
How does the Future look for Snooks?
Winter 2016/17 looks like its going to be THE winter for these girls. Now live online with their first line we can get in there and get our outfits for next winter sorted with some awesome prices. These ladies will be touring across the country, so that everyone will get the chance to find out a little bit more about this amazing brand. Watch this space as Snooks- Madness in the Method is coming for you!