A FASHION-MINDED skiing enthusiast has launched a new clothing brand.

Lauren Davies, of Flookburgh, near Grange, took inspiration from her love of snow sports to design a clothing line aimed at British skiers.

The 24-year-old, who studied fashion at Manchester Metropolitan University, has launched Urbanpiste.

She saw a niche in the market for specific items for indoor sports lovers who use dry ski slopes and indoor snow centres on a regular basis.

She said she designed her items to fit in with the flexibility that the British snow sports scene demands.

Her ideas were inspired by a fashion collection she created for her final module at university which also drew on her love of winter sports.

Miss Davies, who is an active member of Kendal Snowsports Club, said: “My brand’s roots are set firmly within the British snow sports scene, inspired by the urban pistes which we ride here in the UK.

“My designs really represent the riders based in this country who spend their time on the dry slopes or indoor snow centres

“Urbanpiste represents the UK’s unique and diverse winter sports scene, so I’ve designed my items with that in mind.”

Her designs are produced in Pakistan and screen printed back in the UK.

Miss Davies said, as her business grows, she hopes to bring production back to this country, but for the time being outsourcing is the cheaper option.

The latest Urbanpiste product includes a tailored hoodie, which features a zip pocket at the front, thumbhole cuffs, a drawstring face hole and breathable material under the arms.

“Skiing is more than a hobby for me, it’s a lifestyle,” she said. “So I’ve based all my ski clothing needs and incorporated them into the line.

“The products take a while to market - around two months because they are bespoke and made with quality material.

“There is a lot of research that’s gone into the business and my products, but considering it’s still a young company, sales are good and steadily increasing.”

The entrepreneur is growing the business while working at Cartmel Village Shop, home of the renowned sticky toffee pudding.

She also sponsors up-and-coming freestyle riders and events in a bid grow her brand as well as supporting British talent.

She will take over Kendal’s pop-up shop from December 11 until the end of the month.