First published November 12, 2014 in the Vancouver Sun (link)
When Calgary’s Meagen LaFave started sewing base layers to use when she was snowboarding at the beginning of last winter, she didn’t know she was on her way toward launching a business.
Fast forward a year, LaFave, a real-estate development co-ordinator, is hoping all of the compliments she has received on the mountain for her aesthetically crafted designs will translate into sales for her clothing startup, Alpha Baselayer.
“Everyone we talked to loved the base layers,” LaFave said in an interview. “Everyone from lifties to random people in the lodge would stop me and ask about them.”
Just a few weeks ago, LaFave, along with co-founder Zak Dennis, launched a lookbook, started running Facebook advertisements, and made their sustainable, eco-friendly products available for sale on their website.
In addition to using high-quality, moisture-wicking material — hemp fleece, recycled polyester, merino wool, and bamboo — the Calgary start-up differentiates its base layers from others on the market by focusing on style and by integrating unique features into their products.
Several of the base layers, including the Men’s Aries Merino and Ursa Major, as well as the Women’s 10 Stalk and Blaah Blaah, have face masks incorporated as part of the hood, giving snowboarders the simplicity of dealing with one piece, rather than the hassle of carrying an additional face mask.
The women’s Mia Sweater has a water-resistant stretch fabric band attached to the fleece that hangs out from underneath the jacket. LaFave believes this distinctive feature will appeal to fashion conscious snowboarders who value design in addition to comfort.
Though Alpha Baselayer is still in a very early stage of its business, its products have already caught the attention of two stores in Canada. Mission, a snow-sports retailer in Calgary, and Edge of the World, a snow sports retailer in Fernie, are both stocking their shelves with Alpha Baselayer clothes for this upcoming winter season.
To learn more about the company and their products, go to alphabaselayer.com