The Sideways Life Appointed As Public Relations Agency Of Record for Stellar Equipment In North America

Stellar Equipment, the Swedish mountain sports apparel brand hailing from Åre, Sweden has named The Sideways Life their PR agency of record in North America.

Founded in 2020 by Rian Rhoe, The Sideways Life is a bespoke public relations and social media agency tailored to reach an adventure-seeking, active audience with a keen sense of style. We’re storytellers, creators and connectors.

Built on a shared passion to enable people to find joy and solace in the mountains, the partnership will focus on amplifying awareness of Stellar Equipment across North America. The Sideways Life will spearhead efforts to enhance brand visibility and forge meaningful connections with key journalists, athlete ambassadors and community members at the epicenters of ski culture.

To support community building and athlete ambassadors, The Sideways Life has retained seasoned professional Jesse Amborgi-Yanson who formerly managed the ambassador and community program at Picture Organic and supported North American athletes at Salomon. She’s a ripping skier and will join The Sideways Life team to identify key athletes, creators and partnerships.

"We’re really excited to partner with The Sideways Life,” said John Crawford-Currie, Founder and CEO of Stellar Equipment. “There’s always been a connection between North American and Scandinavian mountain culture—an inherent attraction to the wilderness, driven by a fundamental sense of independence. Our commitment to technical performance and minimalist design aligns perfectly with this ethos. We’re skiers to the core, challenging the fast-fashion norms by creating gear that’s timeless and durable. This partnership is a defining step forward in sharing our story with a broader audience in North America.”

Born in the mountains of Åre, Sweden from a love of skiing, Stellar Equipment builds the best possible products for high alpine activities with minimal impact. To do this, the brand favors timeless design and a simplified business model via their website and showroom. Their pragmatic approach to their product line rejects seasonal models of business, instead focusing on updating products on an innovation cycle rather than a seasonal need for newness. When a superior material is developed or product testing in extreme conditions discovers a needed change in specifications, materials or fit, products are updated or new items are carefully added to complement the existing line. Stellar Equipment is always in season 

“From the epicenter of Sweden’s freeski scene comes a brand that’s not afraid to do things differently, poised to share a fresh perspective with the North American market. In Sweden they use the term 'Lagom’ which loosely translates to “just the right amount” and I see it in Stellar’s products, which are built with purpose and without unnecessary excess, just a perfect premium minimalism that is timeless and performs during long days in the mountains. They have a way of looking at business that is purpose-driven and aligns perfectly with our agency, both our passion for the outdoors and for adding value to the experiences that people have in nature,” said The Sideways Life Founder, Rian Rhoe. 

Founded in 2015 by a crew of passionate skiers, Stellar Equipment creates premium and innovative systems of apparel for high-alpine environments. With a focus on performance, the purposeful and timeless product lines are available on the brand’s website and in their showroom. Defying the status quo, the brand is seasonless, opting for innovation driven updates rather than superfluous additions or subtractions, providing customers with stability and practical product systems. https://www.stellarequipment.com/

Stellar Equipment is available online at www.stellarequipment.com, shipping throughout North America, Europe, and beyond.