Fashion or functional? Girlhood says, ‘Why Not both?’

All photography by Ashley Shogren & Carly Lietzke

As women, we have all experienced a moment of connection in a place you wouldn’t expect: the bathroom. Whether it’s sharing a spare hair tie with a stranger, a passing compliment on a lip gloss shade, or the communal ritual of a mirror selfie, there is a quiet, shared language spoken there. 

For the founders of Girlhood, this “bathroom energy” manifested at Winter Park Ski Resort right before their launch. A friend of theirs sported a vibrant, hot-pink ski suit and Taylor Swift-inspired glitter freckles while adjusting her gear in a lodge bathroom when a young girl—no older than six—walked in wearing the same exact outfit, glitter and all. The future diva looked up, eyes wide with recognition, and pointed: “That’s me!”

It was in this moment of synchronicity that the mission of Girlhood was solidified. It isn’t just about the gear; it is about the collective experience of being a girl in spaces that aren’t always designed to hold us. 

Girlhood, founded by best friends Carly Lietzke and Ashley Shogren, was conceptualized from a moment of literal friction in 2023. While skiing at Mary Jane, Ashley felt overwhelmed by her ski gear, specifically her balaclava, which felt itchy and claustrophobic against her hair. In an act of desperation, she grabbed a pair of scissors and snipped holes in the fabric to let her braids loose.

Lietzke, a fashion merchandising grad from Colorado State University, watched this DIY hack and realized that this was a product missing from the market. “We should make these,” she told Shogren, “but a million times better.”

By 2024, the duo had moved from notebook sketches to collaborating with a technical designer who was able to bring their dream list of design aspects to life. Then they moved onto fabric, testing what could withstand sub-zero winds without feeling like plastic. The non-negotiables? It had to be cute, soft, and still tactical. The final result is a “Performance Pretty” blend of cotton and merino wool. Their design is a direct response to the hair breakage that traditional “unisex” (though often male-centered) gear often ignores. Girlhood aims to ensure that women don’t feel like they need to “toughen up” or hide their femininity in order to rip down a double-black diamond.

“My girlhood is going to go with me on every run because it belongs there,” Lietzke said.

While the product is tactical, the brand’s heart is found in the shared experiences that are at the foundation of girlhood. Whether it’s flipping pancakes at a pre-ski tailgate or having a friend help yank off a frozen ski boot like it’s a high heel at the end of the night, these are the core memories that define their aesthetic.

“Girlhood is an identity rooted in the collective experience of being a girl,” the founders explained. “It’s about having amazing people in your corner who build you up when the mountain—or life—feels too steep.”

This philosophy extends into their business model. Girlhood’s very first photoshoot didn’t feature hired models; it featured their actual best friends. For Lietzke and Shogren, the brand is a love letter to the women they met in high school and college who have remained their constant support system.

Navigating a niche, seasonal industry hasn’t come without its hurdles. From delayed launch timelines to the unexpected nature of upcoming seasons, the pair has learned to view every “no” as a redirection. But in terms of teamwork? The duo prides themselves on utilizing the skills that each of them brings to the table. “When is the day going to come when we disagree with each other?” the two joked.

But through the moguls of starting a business, Girlhood is positioning itself as the “non-sacrificial” choice. As exercise evolves from solo movement to a fashion-forward, community-driven social event, the brand is committed to balancing technical protection of backcountry skiing and the style of après-ski.

And for people like Lietzke, who grew up visiting her grandparents’ cabin in Winter Park, mountain towns like this are sacred. The slower-paced community and rally are something she wanted to incorporate into the business.

“The town feels like magic and is built by people who care,” she says. “When your feelings feel too big, go somewhere that makes you feel small.”

The roadmap for Girlhood is as ambitious as a trek through the Alps, but not out of reach. When asked what’s on the brands’ bucket list, the founders shared their dreams of going global: a photoshoot in Japan to honor the culture of Tokyo before heading to the slopes. Their ultimate bucket list item? Seeing an Olympian compete for gold while rocking a Girlhood.

But the two aren’t just looking towards the brand’s future: “We want the door to already be broken down so the next generation doesn’t have to knock so hard to be accepted,” says Shogren. “Girls need to feel empowered to make something of their own—that’s girlhood.” 

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