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Skihoe Apparel Outfitting Lifestyle, Freeskiers Hot

skihoehoodieFreeskiers, meet your maker, your apparel maker, that is.

One of the newest ski-clothing manufacturers on the market, Skihoe, is seeking to fill the freeski-void in the winter sport apparel industry.

Company Founder and CEO Sinah Hoenig noticed the need for a stylish freeski specific apparel company while growing up skiing in the German and Austrian Alps. With freeskiing on the rise, a sport that is a little conventional alpine skiing but mostly X-Games alternative, Skihoe certainly finds itself in an emerging market.

Skihoe is extremely nascent, founded just a year ago in 2010 in Los Angeles, Calif.

While the musing for the company’s creation is straightforward, the origin of the brand name is a bit more offside.

The etymology of the “Skihoe” brand name lends itself to the prurient interest as the detailed explanation on the corporate site infers, “The easiest hoe ever, she parties with you, she passes out with you, she simply sticks with you (on you) in a very casual way. You’re always looking good with a Skihoe on you. So if you don’t take the Skihoe that’s just your bloody hard luck.”

The company hopes to stick its offering of fleeces, tees, hoodies and jogging pants on men and women alike.

Obviously, Skihoe is making no attempt to live in the same spaces as some of the more traditional outfitters, but rather seeks to create comfortable, loose-fitting clothing that truly corresponds with the laid-back lifestyle of alternative skiing.

Still, Skihoe seeks to gain big-time legitimacy, and to do so the company recently inked professional freeskier Emiko Torito as its first sponsored athlete to represent the brand.

Torito recently finished second at the Freestyle Skiing World Championships held in Crested Butte, Colo., not far from her training grounds of Steamboat Springs, Colo.

The 28-year olSkihoeLynseyDyerd Denver native said, “I’ve always wanted to wear some cute ski clothes, and they’re incredibly hard to find! Skihoe is a line of clothing that looks good and has great function. I can’t wait to wear Skihoe for everything from skiing to après-skiing!”

Hoenig remarked, “We are absolutely delighted to work with Emiko and support her in the future. She is a world-class athlete and one of the most fun and energetic people that I know. We are honored to welcome her on the Skihoe team!”

Skihoe also promoted their brand through a recent partnership with the Ski Channel to become the Official Sponsor of the movie “The Story”. More than 1,500 people showed up to Mann’s Chinese Theater to see the premiere and interact with the brand.

"The Story" stars some of skiing’s biggest icons, Bode Miller, Lindsey Vonn, Bobby Brown, Willie Bogner, Chris Davenport, Kristi Leskinen, Chris Benchetler, Reggie & Zack Crist, Mike Douglas and numerous other figures in the worldskiing, snowboarding, speed flying, paragliding, river surfing and kite skiing.

-Ryan O'Leary

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