Action clothing design

Frozen Laundry makes play clothes

1 of 3Frozen Laundry keeps this laughing snow angel warm and dry. — Photo courtesy Ali Becker

2 of 3This couple enjoy playing in Frozen Laundry clothing. — Photo courtesy Ali Becker

3 of 3Frozen Laundry's action clothing line is right on the mark. — Photo courtesy Ali Becker

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Ali Becker got her degree in journalism with a minor in women’s studies and followed that up with a diploma in fashion design. It’s something of a non sequitur, perhaps, but 26-year-old Becker is a woman of action and she was frustrated with the extremely limited options available to her when she shopped for sport-appropriate clothing.

“As a female mountain biker, it’s really hard to find clothes that fit average-size women,” Becker said, “so that was a big motivation for me. A lot of the women I ride with here in the Kootenays felt the same way, so it was a natural fit for me to develop a line that we needed.”

During her time at Pacific Design Academy in Victoria, B.C., Becker went on a surf-camping trip to Sombrio Beach. One night when her wetsuit and other clothes were strung on a line to dry, a November blizzard swept in. The memory of that storm came back to her several months later when she was developing the brand and image for her company, and Frozen Laundry was a name that stuck.

Busy times

Becker has had a busy couple of years. While she attended the design academy she also worked part time and took business classes at night. She registered her company in January 2011, graduated with her diploma in fashion design in June 2011, moved to Rossland and then Nelson, found a studio space, and as of July 2012 has produced her second summer clothing line.

While Becker is Frozen Laundry’s sole proprietor and design genius, she doesn’t do the actual manufacturing. The specialty machines needed for mass production are expensive, so it made sense to contract out the work to companies that have the equipment. She did her research, though.

“I have gone to the factories (in East Vancouver) many times,” Becker said, “and I’ve seen that they are clean and safe and have good working conditions. They pay them well, and they’re equal opportunity. I’ve seen some places in Vancouver that don’t operate that way, and it’s scary.”

Sourcing the funds

In order to get her business started, Becker applied for funding from the Canadian Youth Business Foundation (CYBF) and Business Development Canada (BDC), which has a loan program for young entrepreneurs. She took her business courses through Business Victoria, and applied through that agency.

“I had some money saved, and I worked, and there were a few injections from the Bank of Mom and Dad to help get things started,” Becker laughed.

Becker has had lots of support and she is grateful for it. She said that almost everyone she has worked with has been a mentor to her. Due to brand loyalty, though, the outerwear market is a tough one to crack.

“Online sales have been pretty good,” she said, “but I find it’s a little tougher when your product isn’t available for people to try on—it’s such a tactile experience, shopping.”

What’s next?

After taking her clothing line to various bike festivals and music festivals, meeting lots of other entrepreneurs, Becker is considering selling the line through retail boutiques.

“Everyone keeps asking me what’s my five-year vision,” she said, “and I just don’t know! The business is still so new, and I am moving into the boutique-retail area, trying to get into more specialty stores, here and at the Coast. I want to get in with businesses that are really behind what they’re doing and are supporting local entrepreneurs.”