In this lively and inspiring episode, Rebecca chats with Anna Tedstrom, the creative force behind Hoohah:  a bold, retro-inspired ski apparel brand redefining what it means to have fun on the slopes. From sewing vintage suits in her Oakland apartment to launching a full-on brand out of her Colorado basement, Anna’s story is all about creativity, courage, and carving your own path (literally and figuratively).

They talk about how Hoohah got its cheeky name, the balancing act of starting a business while expecting a baby, and what it’s like to be both the designer and face of a fast-growing brand. This one’s for anyone chasing a dream, building something from scratch, or just wanting to inject more joy into their work and wardrobe.

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Quotables

Anna: “When you look up the meaning of ‘hoo-ha,’ it means to create an uproar. And that’s really what we’re trying to do.”

Anna: “Skiing is something you do in your free time, so it should be fun. The outfits you wear should be fun to reflect that.”

Rebecca: “I feel like entrepreneurs don’t talk enough about how they set up their lives for success before the leap.”

Anna: “You really have to focus when you’re like, ‘Okay, it’s time to build a business.’ Every project I do is going to be Hoohah-focused.”

Anna: “Starting your own business is a little bit of ego — like, I can do this better than anybody. My dream is to make Hoohah into something.”

Anna: “You just can’t care what people think. You have to be yourself in front of the camera.”

What You’ll Learn

• How Hoohah blends fashion, fun, and performance for women on the slopes

• The creative journey from product design to building a lifestyle brand

• Why storytelling matters even in apparel and how it drives brand connection

• What it’s like to transition from employee to founder — and how timing and support can make or break that leap

• Tips for growing a direct-to-consumer brand organically on TikTok and Instagram

Key Takeaways

• Follow your creative curiosity — the ideas you play with could turn into your business.

• Start scrappy: Anna sewed her first suits herself and tested designs in real life before scaling up.

• Location matters: Moving closer to her ideal customer base helped shape Hoohah’s community and logistics.

• Stay authentic: Being the face of your brand doesn’t mean perfection — it means showing up as yourself.

• Have fun with it: Whether it’s fashion or entrepreneurship, joy is a serious advantage.

People and Resources Mentioned

• Marine Layer — apparel brand where Anna honed her product design skills

• Hoohah — Shop at https://hoohah-us.com/

Connect with Anna

• Instagram

• Linkedin

Connect with Becca

• Podcast email: podcast@falllinedigital.com