Strafe - Upstarts and Underdogs

Strafe Outerwear founders Pete and John Gaston might be fraternal twins, but their skiing philosophies greatly differ. John dominates the domestic ski mountaineering-racing scene (he’s the North American Ski Mountaineering Champion two years running), while Pete likes the adventure skiing scene—technical couloirs, ridgeline traverses and speed ascents of peaks. Both are accomplished endurance athletes who regularly win mountain bike races and uphill events in their home of Aspen, Colorado. 

The 27-year-olds from Connecticut grew up skiing Aspen Highlands, where their family owns a home. They didn’t race or compete in freestyle events. Instead, they skied Highlands Bowl. Hiking fast and skiing hard, they never found the perfect ski apparel, so John decided to make it. With an engineer’s mind, he had a knack for designing gear. After graduating from the University of Colorado Boulder, the brothers founded Strafe in the fall of 2009. When the first round of clothing came in, they realized they didn’t have any sales or marketing experience or many contacts in the ski industry. They still managed to turn heads with what many called the most durable, full stretch, three-layer technical apparel on the market.

Photo by Patrick Orton

During its first  three seasons, Strafe stuck to a direct sales model and sold everything through their storefront at Aspen Highlands. This year, however, they have twenty-five key accounts in Colorado, five accounts in Utah and sales reps in Idaho, Montana, Wyoming and the East Coast. In terms of volume, the company has grown by 175 percent in the last three years, which averages out to a growth rate of about 58 percent a year.

Strafe now offers two product lines: its original three-layer pieces that provide bomber protection from the elements and a Polartec Neoshell hybrid softshell that’s perfect for sidecountry skiing and ski touring. 

Though Polartec Neoshell has been on the market since 2011, very few ski companies are putting the air permeable textile to use. While the waterproof/breathable apparel of today doesn’t transfer moisture until it’s too late, Neoshell offers industry standard waterproofing while moving moisture out before you’re hot and clammy. And it’s still ninety-nine percent windproof.

Photo by Mike Basher 

“If I had to pick any fabric on the market for ski touring or a Highlands Bowl lap, it would be Neoshell,” says Pete. 

The Strafe Winter 14/15 collection will offer Neoshell in the Cham jacket and pant. The Nomad pant and jacket and the Sickbird one-piece return with new fabric. Their eVent fabric offers 30,000mm waterproofing and venting properties that greatly aid in maximizing breathability. Strafe’s Gamma Ray jacket features Polartec Alpha breathable insulation and the collection will also include two Polartec Power Dry active mid layers.

“We’ve developed a signature Strafe look,” says marketing manager Whit Boucher. “It’s easy to spot people in Strafe. It’s a taller, slimmer cut. Our pants could almost be considered a straight leg fit with enough room for dynamic skiing. The cool thing about our gear and its fit is that it can accommodate different styles. If you want a baggy park fit you can size up or you can go for fitted Euro steeze.”

Strafe continues to rely on grassroots marketing, building its brand presence in key communities like Chamonix, France and Revelstoke, BC. Strafe athletes span the sport, from ski mountaineer Max Taam, who is known around Aspen for his endurance feats, to big mountain skier Oakley White Allen, who competes on the Freeride World Tour. The brothers are in contact with their athletes on a weekly basis, getting feedback on fabric, cuts, and more. 

“We want more than just results and photos from our athletes,” says Pete. “We want them to be part of the brand. There is a distinct difference between an athlete and an ambassador. Some of our athletes aren’t the most ripping freeriders, but they are adventurous and inspiring in what they do.” 

Photo by Tom Zuccarino

The company has made mistakes along the way and learned a lot. Like when they printed a hat label upside down on hundreds of hats. 

“We take everything we’ve learned from what’s working and what’s not and every year the product is able to evolve,” says Pete. 

They’ve dialed in the fit, pocket layout, color palettes and durability.

“We’re pretty much on track,” says John. “We didn’t have any illusions about growing this huge brand in three years. We knew that wasn’t the right course of action for us. We’ve always wanted responsible growth.”

Photo by Mike Basher 

Future plans might include a lightly insulated two-layer piece, a women’s line, and a few price point pieces. 

With an office and showroom at the base of Aspen Highlands, Pete and John still ski most days. They rely on a small team of employees that includes Boucher, to ensure that between the hours of nine and five, someone is at the store and office everyday. 

“There are definitely days that are strict with meetings and conference calls, but it does allow for a freelance job feel in that as long as I can get the work done I don’t have to do it during ski hours” says John. “I work early and work late. More than a dream job, it’s a great way to be actively involved in the community and industry on a much larger scale.” 

Photo by Mike Basher 

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About The Author

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stash member Tess Weaver Strokes

I am a freelance writer and editor based in Aspen, Colorado. I have worked as an editor at Powder magazine, a senior writer for Freeskier magazine and a sports writer for Oakley, Inc.