SPACE INVADER: SHREDDING BETTY

“Because snowboards have curves too.”

In case you were wondering, a shred betty (yes, a noun) is a really, really good girl snowboarder. She is also, according to shreddingbetty.com co-owner Jan Kodadek, “constantly seeking out new snowboard trends and brands, creating a style that is uniquely her own.” Hence, Kodadek and fellow shred betty Kim Goldstein, just launched their online boutique, stocked with everything from snowboard gear such as boards with kitschy designs and leopard print goggles, to all the trimmings like gloves with artsy graphics, polka-dot long johns, and vanilla and strawberry scented soy wax. All the top brands are in the bag—Salomon, Bonfire, Skullcandy…—but Kodadek and Goldstein pride themselves on serving the snowboarding community in another way: shreddingbetty.com is as eco-friendly as can be, and even runs on 100% green-certified power. “You can't do business on the planet if you destroy it along the way. Since snow is so important to snowboarders, reversing global warming is a high priority.”
JINNIE LEE

 shreddingbetty.com



This story was published on November 9, 2007.