From boyfriend jeans to boy cut undies, we have clearly distinguished when we are taking a feminine spin on something created for men. With this Rosie the Riveter attitude, the definition of femininity remains in flux. Redefining stereotypes and stigmas is a collective effort, and we at Snowbunnymag like to partner with trailblazers of the same heart. Allow us to introduce to you a trailblazer of this caliber, homegrown here in Boise, ID: UNHLY Supply Things.
We recently sat down with A.J. Ogden, founder, creative director, and “propaganda specialist” for UNHLY Supply Things, and were allowed a deeper look into the vision behind the brand, and a sneak peak into what is next on the horizon. We at SBM are always on the look out for new trends and designs that fit our active lifestyle, and this, my friends, is on point.
UNHLY’s tagline, “Casual elegance causing trouble,” is something we can get behind. When asked about the name, “UNHLY,” Ogden explained how growing up skating and snowboarding, he was often scoffed at by others. Some onlookers saw a bunch of punk kids causing trouble. Others may have thought, “Where are their parents?” But in reality, these kids were getting outside, pushing boundaries, creating community, and essentially, feeding their souls.
The negative stigma that followed their lifestyle of choice could have been deemed, “Unholy,” but in fact, it was (and continues to remain) quite the opposite. Ogden says that taking on the name was like, “giving a middle finger” to that stigma. By embracing the name, they are making a clear statement. Their webpage says it best:
“Stemming from skateboarding and snowboarding, we have repeatedly been told what we do needs to be somewhere else, can’t be done here or there, is a waste of time or just a dream. Well, we like catching dreams. What we do is UNHLY and if you don’t like it, thanks for coming out. If you do like it, come on in.”
The brand encourages people to be active, get outside, and explore with a style that can go from the mountains to the concert venue. Not only do they strive to enrich the lives of their consumers, UNHLY has worked hard to raise support for those abroad. You can visit their website http://www.unhlysupply.com/products/sherpa-family-fund-donation and donate $10.00 (or more) to the Sherpa Family Fund and help the families who have lost their sole providers on Everest. How “unholy” is that?!
Much of Ogden’s focus has been on fit. He says that he is “obsessed with the way things fit and hang,” and knowing this he realizes that he needs to create designs for the female form. The vision has always been a unisex clothing line, but with Ogden’s own desire for things to fit a certain way, the guys at UNHLY have taken on a female consultant. The ladies who have been wearing UNHLY love the crew necks and the hoodies (us Snow Bunnies are partial to The Toque), but it’s time to launch something that is unique for women.
Summer 2015, UNHLY is working to launch their women’s line, which will include a t-shirt, tank top, and one-piece bathing suit design. Repeat: One-piece bathing suit. We couldn’t be more excited!
This is just the beginning. The goal is to bring on female designers to be “qualified experts,” and continue to make UNHLY a brand that is meant for anyone with an active lifestyle and a rebel soul.
Follow UNHLY on Facebook: https://www.facebook.com/UnhlySupplyThings?fref=ts
and Instagram: @unhly_supply to stay up to date on the women’s line release and other news.