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About Us

Our Manifesto
It doesn’t matter what you mother told you that you could or could not do… should or should not be.  It doesn’t matter that your teacher… or your coach said you would never make it. And it doesn’t matter that that guy didn’t give his heart to you the way he should have. All that matters is this moment… this mountain to snowboard… this wave to surf… this rail to grind… this last mile to run… this steep to bike up… this wake to jump… this moment to shred. No one can hold you back now. Shred on, sisters. Shred on!  Gina Duffy, founder

Our Mission
To create a cultural and retail experience… for female athletes by female athletes.

CULTURAL – celebrates ladies of all ages who are out there getting their shred on… loving life… being daring… pushing guys out of the way and “gettin’ some” in action sports, adventure activities, and beyond. And for the ladies who haven’t found the courage yet… we look forward to finding you.

RETAIL – is hell bent on helping ladies find the very best functional and fashionable gear and apparel… through direct brand relationships and significant retail affiliate programs including (snow and skate), (wake and wakesurf), and (ski & adventure).

… and develop a SIGNATURE BRAND with a message and attitude not to be ignored!


Our Values
Passion. Freedom. Style. Courage. Pain. Growth. These values represent our responsibility to our customers, and our shared right as sisters who ride and rock.

PASSION – was born out of Gina Duffy’s fierce love for action sports, fashion, and adventure. She’s found a way to bring all three together, and she wants to fuel that passion in her fellow shredding sisters.

FREEDOM – It’s not just about sports — it’s about self-expression. This Cultural Online Retail Experience for Women is for the style conscience female outdoor and action sports enthusiast who wants to look good and feel good while snowboarding, wakeboarding, surfing, skateboarding, paddle boarding, running, hiking, mountain biking… shredding.

STYLE – You don’t have to sacrifice fashion for function, or vice versa. You can have both, along with a brand to call your own and a community to support you.

COURAGE – It’s a muscle that must be used, whether it’s riding, surfing, or snowboarding. It means taking risks. And it means speaking out. We are committed to acting with courage, and hope you will be, too.

PAIN – Many action/adventure sports are dominated by men, and owning it will hurt some of our bones… and some of their egos. But we are dedicated to bringing awareness, participation, and respect for females. This will be achieved through the promotion of established events and launching new learning and participation propositions through And we believe this will be a success.

GROWTH – It’s one of our top priorities to get girls out there shredding, show them some love, and break barriers.

Our Partnerships

  • Our Female focused Wakeboard and Wakesurf offerings are fueled by

  • Our Female focused Snowboard, skate and lifestyle are fueled by

  • Our Female focused Adventure and outdoor gear offerings are fueled by

Our Mantra

Where we are: You can find us on Powder Mountain most days in the winter months or on the glass edging out some great wake sport activities on Pineview Reservoir.

Our base camp is somewhere in between:  41° 20′ 2.737″,  -111° 49′ 35.1703″

For more information check out:

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