There is no denying that having the right board, boots, and bindings are integral to making the most out of your time in the mountains. Yet, often, the parts of a riders setup considered an afterthought can be the difference between an adventure that’s all-time and a miserable mission. Like gloves and goggles, first layers are usually the last thing people consider when creating the perfect kit. Furthermore what looks fashionable, fits well, and won’t break the bank, might not always make the grade when it really counts. There really is nothing worse than having to cut a pow day short because your “long johns” are bone-chillingly, dank and damp. Enter CADIA, a new base layer brand launched by Australian industry veteran Michael Belfrage. From the tailored styling of the button-up Afterlight riding shirt to the subdued silhouette of the Waypoint french terry crew, function meets fashion without compromise, meaning CADIA is the perfect fit for riders seeking to look cool while staying warm.
Where does your snowboarding story begin?
It would have been 1995 or 1996. I borrowed a pair of boots from a buddy of mine for a day trip. The boots were wet when he gave them to me so I didn’t try them on but I got to the carpark before taking a lesson and realized he gave me two left boots. So I ended up taking a two-hour lesson with two left boots. But something clicked and everything about snowboarding made sense to me. The next day I went to my local shop in Melbourne and traded a surfboard for a snowboard. At the end of the season, I did three days at Mt. Hotham. I remember being in the bar there at night watching a TV screen and TB3 was playing. It just blew my mind. I had never seen mountains like that so I asked some people where I should go and they said, “Go to Canada.”
How did you make your way into the snowboarding industry?
I worked at ski resorts here in Australia and would spend a season each year in British Columbia. I got a couple of shots in local magazines and became sponsored by the Nitro, Rusty, and Arnette distributors in Australia. That led to becoming a rep for those brands. I did a stint in corporate as well to get some experience. Eventually I landed back in the industry working for a couple of action sports brands as global marketing manager or sales director. From there I joined Vail Resorts as the head of marketing at Mt. Hotham. Once Covid hit I went into snow and surf retail in the States and Australia. Now I’ve gone out on my own with CADIA.
What drew you to the first layer space with CADIA?
When I was younger doing seasons at Hotham, there's a brand from New Zealand called Icebreaker, which is now super well known globally. Being in my early 20s it was a really high price point, $100 for a baselayer top or bottom. But using that product completely changed the way that I felt riding and my comfort level. Coming from Australia, Merino Wool is something that you were brought up with. It's part of your DNA. There's been some really good brands that have been making Merino products for a while. I'm certainly not trying to totally reinvent the wheel, but I was thinking that it would be cool to do a technical first layer company by snowboarders for snowboarders. That is CADIA. Instead of using basic Merino, we utilize a technology where the wool is wrapped around a nylon core. The result is better durability and strength without losing the temperature regulating, antimicrobial, moisture wicking, traits that Merino is famous for. Furthermore, the goal with CADIA is to create dual purpose gear that is great on the hill but also has some street wear aesthetics. We do have traditional base layer tops and bottoms, which are available now, but most of the line is more modern and looser but still technical. So you can take your outer layers off at lunch or apres and still be wearing something that looks cool as opposed to a fitted body suit. CADIA works well and looks good whether you are wearing Gore-Tex or denim.
And your taking that same approach with the socks.
You can use Merino Wool in any piece of clothing and realize the same benefits. It’s a high-performance fiber. In addition to it being breathable, temperature regulating, moisture wicking, quick drying, and comfortable and soft, it is also odor resistant which is really important. It’s also sustainable which is important in this day and age. We are currently the only snowboarding brand using the new Betaspun Technology, where a fine polyamide filament is wrapped around the Merino Wool for increased strength and durability. The CADIA socks are low profile, have padding in the shin area and aren’t too bulky. They also feel great in boots which is crucial. It has taken three years and five generations of prototypes, same as the first layers, being worn by pros and industry veterans, to get to the point where we are ready for riders everywhere to enjoy.
What’s the meaning behind the name CADIA?
Back in the day, like many Australian riders, I would migrate north to BC. On my way there I would go through Washington and ride Steven’s Pass, Alpental and even the Summit at Snoqualmie. I want this brand to be a reflection of my snowboarding background and CADIA is a subtle nod to CasCADIA. As for the logo, ravens are cool, they’re a trickster bird, and whenever I am in the mountains or backcountry there always seems to be a few soaring above. I’ve always thought that if I ever start a brand I would use a raven in the logo, and now I have with CADIA.
Visit Cadiabrand.com to find out more.
