She recalls, “I wanted to try something new. People on the lifts were cheering the snowboarders on, and when I was at the top of the mountain, I heard them say, ‘It’s a girl!’” Jaye’s passion for snowboarding eventually led her to fall in love with surfing, and later, wakeboarding.

A pioneer on the slopes, Jaye decided to take on the fashion industry. She had a need for a wardrobe that suited her active lifestyle yet was still stylish, incorporating what she describes as “the three essential ‘f ’ words— fashion, fit and function.” Indeed, since founding San Jose-based Liquid Mountain with her husband David in 2003, Jaye has designed clothes that embody the company philosophy of  “Function with a fashion twist.”
The collection includes actionwear for women and men, with winter gear as well as swimwear and board shorts for the summer season.

 Currently, one of the most popular items in the collection is the patent-pending hautehead® ponytail beanie, which is a fleece cap. Jaye notes, “I have long hair, and it was always blowing around in the wind. I needed something to keep my hair away from my face and my head warm, but I still wanted to be able to wear a ponytail. It was designed to accommodate a hairband.”
Jaye also wanted to create a jacket that was a departure from all of the bulky, quilted basics that were on the market. “I really felt there was a need for a jacket that was fashionable and had all of the performance qualities. Our signature jacket is 100 percent windproof and water resistant, with a lightweight three-layer fleece laminate perfect for snowboarding.”

Jaye’s retail clients include specialty stores, resort shops, ski and surf shops. She says, “we get great feedback from our customers,” and notes that her female clients appreciate that “as a woman designing for women, I know what women want and need.”  Jaye is most inspired by the natural wonders found in her home state. “California has it all— the ocean, lakes and mountains.”

Jaye is also inspired by the FBI, which she calls an “excellent resource for networking and collaboration in Los Angeles.” She recently showcased some of her latest designs in the spring FBI fashion show, and says, “It was neat to see new lines presented in a such a professional manner.” Jaye’s love of sport and the great outdoors are what drives her as she continues “working with the best performance fabrics to create unique designs.”

By Anna Zappia

First Published 1/18/2007