The Face Behind the Name

Hey I'm Ash, the face behind Huck Theory.

I took a personal struggle and turned into my passion.

This isn't just about creating a brand that offers products without sacrificing one need for another, it’s about creating an experience where women don't have to stress about functionality and can focus on having a great time on the slopes.

As someone who is 5'1 with curves, finding snow gear has always been a challenge for me. I had jackets that were too big on the sleeves but too small around my hips, pants that were too long but too tight around my waist, nothing ever had balance.

In 2023 I was in New Zealand on the chair lift when I thought to myself, I can't be the ONLY one feeling this. I scanned the run to find girls in pants that didn't fit over their boots, jackets bunched up at the hips and a sea of uninspiring colours and patterns, making me realise - hey, it's not just me, it's all of us.

SMALL BEGINNINGS, LEADING TO BIG ASPIRATIONS.

Although I would love nothing more than to give you all the perfect jacket with the perfect pants that make you look sick and feel even better from day one, we have to start small. Every beanie you buy, every hoodie you show off on the slopes will be one step closer to making this idea an actual reality for women in the snow.

It's a completely overwhelming task I've decided to take on but one I'm committed to and I can't wait to hear about your experiences as you join me on this adventure.

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The Face Behind the Name

SMALL BEGINNINGS, LEADING TO BIG ASPIRATIONS.

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