Sponsors
Billabong ▲ +0.015 | PPR ▲ +1.55 | American Apparel ▲ +0.001 | The Buckle ▲ +0.41 | Columbia ▲ +0.28 | Deckers Outdoor ▼ -0.79 | Dicks ▲ +1.05 | Foot Locker ▲ +0.17 | Genesco ▼ -0.28 | Iconix Brand Group ▼ -0.09 | Jarden Corp ▼ -0.89 | Nordstrom ▲ +1.07 | Luxottica ▼ -0.09 | Nike ▼ -0.25 | Pacific Sunwear ▼ -0.02 | Skullcandy ▼ -0.35 | Sport Chalet ▼ -0.05 | Urban Outfitters ▲ +0.07 | VF Corp ▲ +0.52 | Quiksilver ▼ -0.15 | Zumiez ▼ -0.03 | Macys ▲ +0.60 | Tillys ▼ -0.16 |
Ticker Sponsor
Professional Services
Friedman Stroffe & Gerard, P.C.
FSG’s Action Sports Practice Group provides legal services to the action sports industry. Our clients include surfers, skiers, snowboarders and skaters, as well as sponsors and leading apparel companies. Our attorneys serve in positions with industry organizations such as the Association of Surfing Professionals. We know your business and can provide full-service legal solutions to meet your organizational nee
More Professional Services...
Readers Say
I waited too long to sign up for Executive Edition
I waited too long to sign up for Executive Edition

I read Shop-Eat-Surf at every opportunity, and I waited too long to sign up for the Executive Edition. It’s timely, relevant and clearly “from the industry, for the industry.

- By Andy Laats, President, Nixon
Since the inception of Executive Edition, I only need 1 stop
Since the inception of Executive Edition, I only need 1 stop

As a retailer in the surf industry for the past 21 years, I have had to use multiple sources to stay informed to the news within surf. Since the inception of the Executive Edition of Shop-Eat-Surf.com, I need only one stop. Thanks for providing such a valuable tool to all of us in the industry. Shop-Eat-Surf is a must read for all of our staff at Maui Nix.

- By George Karamitos, CEO, Maui Nix
New Industry Insight

Shorebreak Hotel as a venue for industry events. Cinematographer Louie Schwartzberg's "Moving Art Retreat" in June at Turtle Bay Resort. Details on Industry Insight.


Tiffany Montgomery
Print This Article

Betty Rides expands to swim

Betty Rides expands to swim
By Shelby Stanger
July 07, 2011 6:27 AM

Betty Rides out of Portland, Oregon is a niche women’s snowboard brand that has been around since the early 90s. While they are known for snowboard jackets and pants, the brand has recently entered the swim market.

 

We caught up with founder Janet Freeman to find out more about the brand, why swim and how they plan to launch the line.

 

How big is Betty Rides? How many stores, sales, doors, etc?

Betty Rides suitWe are a small niche brand. We are in approximately 250 stores nationwide in the USA. We also sell in Canada, Australia, Chile, Argentina, Norway, Czech Republic, Russia, Germany, Korea, and China

 

What are your biggest categories?

Our biggest categories are snowboard pants and jackets. We also do well with gloves and accessories.

 

You guys are primarily a snowboard brand, so why are you entering swim?

I used to be a designer at Jantzen Swimwear while starting my own men's snowboard apparel brand TONAWAWA back in 1991. I started Betty Rides in the winter of 1993.

 

Swimwear is not something new to me. My grandfather was a lifeguard, surfer, and longshoreman from Long Beach, Calif. My mother grew up on the beach in Southern California and took us there every summer. I have always dreamed of designing swimwear but life got in the way.

 

When I created the brand name Betty Rides back in 1994, I filed an intent to use for the brand for swimwear.

 

For the past two years, Archie Comics has been trying to have our trademark invalidated by the U.S. Trademark Department. When they couldn't do that, they tried to force the brand to remain only in snowsports product. Our trademark attorney advised us to make swimwear ASAP to protect our rights.

 

Betty Rides suitWe took some of our favorite outerwear prints and put them on Lycra/Spandex. We made some bikinis and showed them with the outerwear at the 2011 SIA and ISPO trade shows.

 

While we were feeling pressured to produce more product and feeling "bad energy" from so many hands digging into our business, the response was only positive. It ended up being just the fire we needed to get Betty Rides swimwear going.

 

We joined SIMA and went to the SIMA 14 conference in Cabo.

 

Archie Comics dropped their lawsuits about 10 days before we flew to Cabo. It's a great relief to have that monkey off of our back. We love the surf culture and community and hope to become a valuable part of it.

 

For more about Betty Rides swim plans, see Page 2


Previous 1 2 Next

More on: Betty Rides

Articles You Might Have Missed