Background In the snowboard industry, outdated stereotypes are still shown, in terms of graphics, names and communications of the products. The boards aimed for women contains all attributes a women is expected to want and are associate with softness, decoration, feelings and passivity. While the boards aimed for men are associated with success, function, aggressiveness and strength. Approach From a design perspective I have looked at the link between design, communication and performance in the snowboard industry. Do you limit yourself as a rider before you get out on the mountain because of gender stereotypes? The project is based on a survey, where I have asked the girls how these stereotypes affects them. In the project I have also looked at what "girly" means and why so many people do not want to identify themselves with the word "girly". Result "GIRLY" SOCIETY – Changing lines. I created a fictitious snowboard brand with a mission to raise this questions and change the lines that describes what girly is so we can change the lines on the mountain and ride without limitations. I use the quotation marks as a design element because when most of the people mention the word girly, they are using them. The quotation marks is also on the board so when you are standing on your board it's up to you to decide what you want to call yourself. Read more about the project at www.girlysociety.nu and lets rewrite "girly"
