The husband-and-wife team of Jane and Cody Seim launched the luxury women’s brand 10 years ago.
Jane and Cody Seim have spent the past decade creating and building Cordova, a women’s luxury alpine label. Now, on its 10th anniversary, the brand is taking the plunge into menswear.
Cordova launched in 2016 with 120 women’s ski suits and is now sold at retailers including Net-a-porter, Mytheresa and Moda Operandi.
Both lifelong skiers, Jane Seim grew up doing cross-country and snowboarding while Cody Seim was an avid downhill fan. “At some point in our relationship, I decided to try downhill,” she said. “And something about that transition just really clicked for me. I understood the mountain in a different way, why the runs were groomed the way they were. But at the time, there wasn’t an apparel offering that matched the way I felt in those elements.”
So even though neither had a background in fashion, they saw a white space. Jane Seim, who was a photographer and had an art degree, began researching the history of skiing and ski fashion and gravitated toward the designs embraced by the “winter jet set” of the 1960s and ’70s. “The lines were clean and there was an element of tailoring,” she said.
She found a patternmaker in Vancouver and together they created that first small collection, which launched online. “We started to get a little bit of traction and then a month and a half later, Selfridges reached out to us,” she said.
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