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Sierra Reed grew up in Long Beach in Southern California. While she loves the west coast and all that it has to offer, she also grew up spending summers with family in Door County, Wisconsin, and feels part of her heart remains in the midwest.
Sierra’s mother was a fashion and interior designer and taught her to sew at a young age, which led to an interest in fashion design that she further pursued at the University of California of Davis. After college she gained experience in the retail industry through working at startups as well as corporate companies, learning the different facets of fashion from merchandising to apparel design. Growing up as a dancer, Sierra saw there was a need for more beautiful and accessible athletic clothing for women, and realized she liked the challenge of problem-solving for performance wear. She has since focused her energy into the performance industry, learning how to feminize innovative technical product, while always keeping the customer top of mind.
Sierra currently resides in San Francisco, California. She loves experiencing new cities on foot, cooking creative vegetarian dishes, hiking with her partner and puppy, skiing in Colorado, and learning more about spiritual & physiological health. She is a lover of color, a texture collector, street art hunter, and a seeker of new information.