Field Journal

Stories Behind the Gear: Foehn
Written by Harriet Osborne // Photography courtesy of Foehn

Former pro skier Anthony Boronowski and lifelong marketer Ingrid Sirois are disrupting the outdoor market with gear that performs in the mountains and looks cool in the city.

It started with a conversation about beige cargo trousers. Anthony Boronowski and Ingrid Sirois believed that there was room to be different. They refused to accept that climbing gear should only be worn in the mountains and not in the city, so they set out to create a technical apparel brand that would blend seamlessly between the two. ‘There was no variety or excitement in the outdoor market,’ Ingrid explains. ‘We were always sacrificing either performance or aesthetics, so we decided to fill the void ourselves.’

Anthony, a former pro skier turned designer, and Ingrid, a sports brand marketer, put their heart and soul into every aspect of the brand, from design and materials to the people they work with and the stories they share on social media. Ambassadors aren’t defined by athletic achievements or followers on Instagram; instead, Anthony and Ingrid work with friends who seek to find their own meaning of happiness. Like Diane Lepage, a flight attendant who spends her life in search of remote places to surf when bad weather drives the crowds away.

When the couple relocated to Quebec City, Canada, five years ago, they saw the transition as an opportunity to change the outdoor market. A notion defined in their name, Foehn, refers to a warm, dry southerly wind developing in the lee of any mountain range. Ingrid harnessed her background in marketing to raise funds on Kickstarter in a campaign supported by over 500 backers. They received more than nine times their initial goal.

Ingrid and Anthony used the funding to develop Foehn’s first and best-selling product: the Brise Pant, a rock-climbing trouser designed to combine style and function. The Brise Pant features a four-way stretch, moisture-wicking, double-weave nylon fabric for durability and temperature regulation. The fit is tighter and slimmer at the cuff, making them suitable for trainers, hiking boots, and climbing shoes.

‘From look and feel to what garments are made of, we want to change the reference of what makes an outdoor brand and pave the way for the future of performance apparel.’

The couple sourced best-in-class raw materials from Japan, all of which are approved by bluesign, a system that promotes sustainable and ethical manufacturing. They recently added Schoeller Dryskin fabric to their portfolio – a high-quality, sustainable, durable fabric that was used to make the world’s first elastic ski salopettes in 1961.

‘We focus on three core pillars when selecting our materials: performance, touch, and texture,’ Anthony explains. ‘We like the idea of having something premium, new, unique, and discoverable. Better than anything you have had before.’ Ingrid adds: ‘We always try to challenge the way we do things to make sure it’s the best way to be eco-conscious without compromising design and function.’

Over the years, Foehn has grown its offering to cover climbing, biking, and everyday apparel, with options for both men and women in black, cobalt, olive green, and mahogany colourways. There are three product categories: Robson, which features down jackets and hoodies; Brise, for performance and daily life; and Tobin, with trousers and shorts designed specifically for mountain biking.

‘Our designs combine problem solving with contemporary aesthetics,’ Anthony says. ‘Our customer is someone who is looking for a technical garment that performs, but one they can wear in their day-to-day life too. We share values with people who appreciate design, detail, and performance.’

Product testing starts from the moment they touch the fabric. Early prototypes evolve into samples, which are tested by Anthony, industry contacts, and ambassadors from all over the world. ‘We obsess over design,’ Ingrid says. ‘Every detail is executed to the best solution possible. We test our products all over the world, from Asia to our back yard.’

Ingrid and Anthony’s commitment to the environment has been considered from the very beginning. Their big brand vision is for consumers to buy less in a stand against an ‘anti-mediocre and disposable’ mentality. Foehn is proud to be carbon neutral, reducing their carbon footprint where they can and offsetting the rest. They also partner with ‘1% for the Planet’, a global movement of more than 1,200 member companies in 48 countries, all donating at least 1% of their annual sales to environmental non-profits.

At the core of Foehn’s ethos is a promise to make environmentally sound, versatile technical clothing with a modern aesthetic. ‘From look and feel to what garments are made of, we want to change the reference of what makes an outdoor brand and pave the way for the future of performance apparel.’