As a fervent skier and sports enthusiast, Selena noticed that wearing clothes or accessories that boosted her mood also helped to elevate her performance in some way. She was disappointed by the lack of skiwear that really resonated with her, especially as she is a firm believer that self-expression empowers you to become your best self. So, she decided to create a brand that produces bold sports accessories, and alt*ego made its debut with ski and snowboard accessories of the highest quality.