Founder Friday Series: Snow Glow and Tender
For this week’s Founder Friday series, we’re spotlighting more founder-led brands who will be exhibiting on the show floor at Outdoor Retailer this August.
Brooke Skinner of Snow Glow and Lily Warnke of Tender showcase what it means to bring unique products to the outdoor market. Skinner’s brand pairs retro ski style with modern performance, while Warnke is rethinking activewear through clean materials and intentional design. These founders reflect the kind of thoughtful innovation and distinct point of view that make new brands worth watching.
Brooke Skinner, Snow Glow
Brooke Skinner and her husband Adam Reich have a whacky collection of vintage ski jackets they bought at thrift stores and inherited from family. Every time they broke out their retro kit fellow skiers would stop and ask where they found such playful ski apparel. “There was clearly an emotional connection people had to vintage ski style — the colors, the personality—but not many brands were bringing that feeling into modern outerwear,” she says. To fill the gap, Skinner and her husband started Snow Glow, which now offers a full line of classic ski jackets, bibs, and onesies.
All their apparel is made with modern waterproof fabrics and comes with updated tailoring, but the styling is pure 1980s. “Every piece is designed to feel joyful and memorable without sacrificing quality or performance,” Skinner says. The plan from here is to eventually offer a full lifestyle line that carries forward their blend of performance and fun.”At the end of the day, outdoor culture always becomes more interesting when there’s room for different voices and different interpretations of what the outdoors can look and feel like,” Skinner says.
Lily Warnke, Tender
Lily Warnke loves activewear. But after years of wearing apparel from major brands she was fed up with the designs and the materials. She didn’t want to buy synthetic fabrics that shed microplastics or wear products that had so many pockets she lost count. To simplify, she searched high and low for a nontoxic, next-generation, cradle-to-cradle certified elastane alternative and eventually landed on a blend of organic cotton and microtencel. Next, she created a restrained design that allows her products to be functional but sleek.
Finally, she created a supply chain that partners with European, women-owned B Corps for materials and manufacturing. The result is Tender, Warnke’s activewear line that will officially launch at Outdoor Retailer. “Outdoor Retailer’s community is one that cares about getting people moving, healthy, and engaged with the world around them—and I think that’s exactly where Tender belongs,” Warnke says. “We’re thrilled to be in a room full of buyers, press, and makers who care about product integrity. For a brand at our stage, it’s a chance to meet our people. We’re small, we’re focused, and we think that’s going to stand out.”
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.