HOW SBHY BEGAN

Same Siblings. Same Chairlift! One Old Idea.

Fast-forward to August 2024.

Eddy and Soph were standing in line for the Kozi chair - piccolos in hand (mandatory), and gasbagging while waiting for 8:30 lift opening when an old idea came up - starting a ski brand.

More specifically, the conversation turned to - why didn’t Australia have a ski brand in the “affordable luxury” space?

Something premium but not over the top.
Refined and technical without drifting into excess. Built with world-class fabrics, but designed for people that actually ski.

Both had spent years immersed in the industry - first working side by side as ski instructors in Thredbo, then growing into their own strengths: Soph into photography, creative design, and brand storytelling. Eddy into Ski Resort Operations and Management (Nelson,BC), studying the craft of great mountains from Thredbo to Whistler, Whitewater, and Fernie.

For Eddy, creating a ski brand had been on the dream list since he was 15.
For Soph, bringing ideas to life visually was second nature.

As the lift started turning - Soph said, "Lets just do it!" and SBHY was born right there!

SBHY— SHOULD’VE BEEN HERE YESTERDAY

An Australian Alpine Brand, Built by Two Siblings, Shaped by the Mountains

Like any ski/alpine brand should - the idea beind SBHY started on a chairlift - the Kozi chair in Thredbo - almost 20 years ago.

Back then, after our first run in perfect (Australian) conditions, Eddy turned to his sister Soph, and dad (Andrew) and said,

“F*ck, how good is the snow?”

A bloke next to us, without missing a beat, chimed in:

“HA! Should’ve been here yesterday!!”

That line became a very long-running family joke - quoted every/any time the weather turned, conditions changed, or just anyone missed out on anything really.

So when it came to naming our brand - we felt like it was an easy choice!

LOOKING FORWARD

An Australian Ski Brand with Global Ambitions

We’re committed to building SBHY with:

  • A focus on community and connection
  • Designs that last season after season
  • Thoughtful production
  • Responsible materials

We plan on being here for the long run - building better gear, better practices, and a better experience for skiers who love the mountains as much as we do.

WITH THANKS

From our family joke to a real Australian brand, SBHY is a tribute to everyone who shaped our journey - family, friends, ski mentors, and the Australian ski community that gave us our first taste of mountain life.

This is just the beginning.

Eddy & Sophie
Co-founders, SBHY

OUR PHILOSOPHY

Premium Materials. Refined Design. Made for Real Skiers.

SBHY sits in the sweet spot between premium alpine performance and Australian ease.

We use premium Japanese fabrics across all our jackets - the kind trusted in some of the best technical outerwear in the world - paired with designs that feel clean, modern, and built for real movement.

If you can ski Australia - you can ski anywhere in the world! and the same can be said when it comes to jacket specs:
You need top tier breathability, waterproofing, and durability that will last season after season.

Every SBHY piece is made with:

  • High-end materials chosen for longevity, comfort and capability
  • Considered design choices that prioritise comfort and movement
  • Thoughtful pocket placement for skiers who carry… everything
  • A fit built for real skiers, lightly insulated and designed to layer comfortably in all conditions
  • Understated colourways that (should) age gracefully and don’t scream for attention

Being a startup - SBHY is focused on growing organically and sustainably. Our first drop is small batch with a focus on jackets - with future drops to contain pants, midlayers, and more!

Our goal is simple:
Create ski gear with world-class performance and an Australian spirit — gear
that works hard without ever feeling over the top.