I led the color direction for the Fall’23 launch of Stio’s Figment Freeride Collection. As a new category within our winter hardshell assortment, the program presented an opportunity to explore how our brand’s signature take on color could evolve to create a distinct identity in this emerging product category and in our own line.

Early in my exploration color blocking became a core identity of these styles. Inspired by trends I was seeing both on my home mountain and across the market. The approach differentiated the collection from the rest of our outerwear line while emphasizing the durable fabric paneling and sharp design lines built into each style. I then went into building the rest of the color identity around this idea.

The objective was to balance the grit and energy of freeride skiing with the refined color sensibility Stio is known for. We wanted to attract a younger, more progressive customer without alienating our existing audience completely. That meant taking calculated risks, introducing colors and combinations that pushed beyond our traditional palette while grounding the collection with proven brand favorites.

Blacked-out trims added a technical, performance-driven edge, while bold pairings like Fiery Agate with Vibrant Sunset for Men’s and Wild Raspberry with Blooming Horizon for Women’s created the vibrant statement the collection called for and brought in the colors we know our customer loves to see from us. At the same time, earthier combinations such as Knotty Pine with Fallen Rock and Cactus Shadow with Sprout expanded our ski assortment into a color space we hadn’t previously explored, reflecting a broader shift in the market toward more neutral, grounded colors.

The Collection launched successfully, generating strong excitement around the color direction and attracting a younger customer to the brand. The visual identity established through this launch has continued to inform how the Figment program has evolved in the seasons that followed. And has had influence in other product color identities as a result of the fresh, exciting vibe that it brought to the line.