The Adventures Of Outdoor Apparel Entrepreneurship with Suzi Zook of Alta Reina
How Fitting: design a slow fashion business that fitsShow Notes
Which is the bigger adventure: alpine skiing or starting a fashion brand? For Alta Reina founder Suzi Zook, they each provide their own set of thrills and challenges. In episode 108, Suzi tells of the peaks and valleys of starting her outdoor apparel brand made to fit tall women. From navigating sustainable sourcing of performance fabrics to overcoming pre-production self-doubt, Suzi is gearing up (in fun colors) for the long run.
Suzi Zook is the engine behind Alta Reina, a clothing brand focused on high-quality, responsibly sourced materials and U.S. manufacturing. Tailored for tall women, Alta Reina offers vibrant, functional clothing with practical details like pockets, combining style and functionality for women who need more than the standard fit.
Suzi holds a B.S. in Family and Consumer Sciences from Oregon State University, with a minor in music. A former rugby player and team president, she later became an assistant coach after graduation. Suzi has also worked as a substitute teacher in Oregon and Washington. After her time at REI, she pursued a graduate degree in Elementary Education from USC's Rossier School of Education.
Suzi’s seven-year tenure at REI gave her extensive experience across a variety of roles, including repairs, rentals, customer service, footwear, and marketing. Her marketing work involved creating promotional videos and making guest appearances on morning talk shows to promote outdoor recreation and REI products. Through her work at REI, she developed a deep understanding of how clothing and shoes fit and perform, helping customers find apparel that suits their bodies.
At 5’11", Suzi has always faced challenges finding clothing that fits her athletic frame. After years of crafting her own clothes, marrying a 6’10" partner, and raising two tall daughters, she realized the need for a brand that catered to women like her. The struggles her family faced finding well-fitting winter gear and swimsuits inspired the launch of Alta Reina (originally considered "Mountain Amazon").
In 2020, Suzi explored the market potential for a tall women's outdoor brand at the Outdoor Retailer trade show. Although the concept garnered interest, the COVID-19 pandemic delayed her plans. After recovering and caring for her family, Suzi enrolled in the Factory 45 mentorship program. Over the next two years, she sourced fabrics and U.S.-based manufacturers, overcoming setbacks like factories pivoting away from small designers. Eventually, she found a manufacturing partner in The Bronx, NY, and launched Alta Reina’s first line of base layers in Fall 2024.
Suzi is committed to ethical production, opposing fast fashion and ensuring fair treatment of workers. While polyester is used for its durability and protection, she is dedicated to responsible sourcing. Her journey is fueled by a passion for creating stylish, functional clothing for tall women.
Outside of work, Suzi continues to substitute teach and enjoys Nordic and alpine skiing, yoga, swimming, horseback riding, hiking, and mountain biking. She also sews and adds personal touches to her wardrobe.
In this episode, you’ll learn:
What didn’t fit about existing outdoor apparel in the market
What is so special about niche brands
How she got feedback on her brand concept before starting anything
Why Suzi prefers to DIY many things in her business
The point she realized she needed more education and accountability
How Suzi is funding Alta Reina
The point in development that scared her and how her husband’s advice helped her move forward
How Suzi got connected with her patternmaker (me) and her factory
The factors that influenced what products she started with
How Alta Reina balances sustainability with performance
People and resources mentioned in this episode:
Alta Reina website
Alta Reina Instagram
Outdoor Retailer trade show
Factory 45 sustainable fashion brand accelerator
Do you want fashion busine
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