Fera’s New Winter Vision: Ferascapes

FERA has a new vision for winter. Together with the first Black snowboard photographer and director Stan Evans, FERA released a new feature video highlighting the Southern California brand’s 2023 outerwear and lifestyle pieces.

FERA today, is a coveted independent winter fashion brand, known for their perfect-fitting, modern skiwear. The Southern-California based brand’s effortlessly cool SoCal take on style has earned raves from Self, Powder, and Vogue magazines. From hip ski pants to sexy bibs, from cheeky sweaters to glamorous jackets—FERA is as fabulous as ever taking you from the streets to the slopes. 

The video is the first of four in the campaign called FERAscapes, which elevates FERA’s refined fashion alongside exciting and adventurous escape. It calls to action the strength and shared vision between the proudly Asian female founded brand and snowsport’s first Black photographer.

FERA will continue the Ferascapes campaign throughout the Winter and release three additional videos with Evans, all highlighting their Winter 2023 collection. It invites anyone who shares its vision of extraordinary experience, fashion, and inclusivity to join along on www.ferastyle.com.

Eric Tung, President of FERA shared this about the campaign: “There are any number of ways you can do this. There are any number of ways you can participate in this outdoor lifestyle. I’m looking at the curious traveler and adventurer. It’s not just a hardcore skier. Any of those people, as long as they’re curious and they want to try new things, and they want to have a great experience, and a stylish experience — yeah, they’re my customer. Thinking about Ferascapes we get to think about a couple of different scenarios of how you can wear Fera.”

The countdown is on. December holidays. Long weekends. Spring break. We eye these dates on the calendar with eager anticipation, dreamily planning our next escape. 

However you choose to embrace this winter, whether it’s a trip to a familiar home away from home, or a journey of discovery in a new destination, do it in style with FERA. Fresh, energetic, and refined, our ski outerwear and apparel will turn every escape into an extraordinary experience, on and off the slope.

FERA Brand Highlights

• Asian Female Founded - FERA was founded by one of the first female executives in the winter sports industry, and remains independent, female-owned and family-run
  
• Southern California Roots- We are based in sunny Los Angeles, where the active lifestyle and fashion culture inspire our effortlessly cool take on ski and resort style
  
• Trusted Since 1978 - Our 40+ years of manufacturing expertise and experience results in distinctive modern skiwear that perfectly blends fashion, quality and performance

FERA is a coveted independent winter fashion brand, known for their perfect-fitting, modern skiwear. 

The Southern-California based brand’s effortlessly cool SoCal take on style has earned raves from Self, Powder, and Vogue magazines. From hip ski pants to sexy bibs, from cheeky sweaters to glamorous jackets—FERA is as fabulous as ever taking you from the streets to the slopes.

In 1978, Betty Tung saw a gap in the market for a more glamorous take on skiwear. An engineer and athlete, with expertise in clothing production thanks to her father’s manufacturing business, Betty understood exactly what was missing from the marketplace. Performance lines offered durability, but their cuts were boxy and unflattering, while style-focused brands were priced out of reach for most. Betty was motivated to fill the gap and FERA was born. 

“A pioneer in the ski industry, Betty was one of the few female and Asian founders in the male-dominated winter-sports world.”

 FERA was originally inspired by the golden era of skiing in the 1960s, a time when skiers dressed to conquer the slopes in style. Clothes needed to go from the mountain to the après scene seamlessly, and the aspirational sport evoked a certain glamor and mystique. Betty wanted to capture that fabulous spirit with a beautifully tailored, well-priced line that was designed to turn heads. 

A pioneer in the ski industry, Betty was one of the few female and Asian founders in the male-dominated winter-sports world. Determined to succeed and stand out, Betty harnessed her unique perspective and expertise to focus on impeccable fit and fabric technology. 

She relied on her industry knowledge to create pieces that were light yet warm, designed to seamlessly move with the body. She spent years fine-tuning her line, making pants sleeker, jackets more stunning, avoiding gimmicks, and always adding gorgeous details. 

40 years after Betty Tung founded FERA, her children Patty and Eric are now leading the family-owned line. The siblings got their start at FERA as kids, modeling at trade shows, packing boxes, and testing out gear. Their mother and grandfather taught them the craft, pride, and attention to detail that goes into making FERA products truly exceptional. Before leading FERA, Eric had a successful career as a financial analyst and business development executive, while Patty worked in senior roles in finance and media. In the early 2000s both returned to the brand ready to lead it into its next chapter.