EIVY X GRLSHRED
For those who don’t know, who’s behind GRLDSHRED and how did the crew come together?
Grlshred’s story began humbly in an 18-square-meter apartment in Grünerløkka, Oslo, when Ane Gyllstrøm discovered snowboarding in 2020 amid the challenges of the pandemic. What started as a spark - a newfound passion and love for snowboarding — quickly grew into something much bigger. From a small crew of just 12 girls, Grlshred has blossomed into a vibrant community of over 100 women united by their shared love for snowboarding, surfing, and skating.
This isn’t just a crew - it’s a movement. Born from the desire to create a space where women support one another, challenge limits without boundaries, Grlshred stands as a testament to what can happen when passion meets purpose.
What was the vision for hosting SLAMJAM, and did it turn out how you imagined?
The vision behind SLAMJAM was never just about competition — it was about creating a space where women could come together, find connections and stay active. It’s about more than landing the perfect trick; it’s about the falls, the laughs, the growth, and the feeling of mastery no matter age or level.
At the SLAMJAM kickoff at Snø, over 30 incredible women gathered—not to prove who’s the best, but because community and inclusion are at the heart of everything we do. It’s about creating a space where there’s something for everyone, where the vibe is welcoming and low-threshold, and where, for Grlshred, the most important thing is that you show up—they’ll take care of the rest.
How did you manage to pull off a snowboard rail jam this early in the season? What exactly is a “fryseboks”?
Making a rail jam happen this early in the season was only possible thanks to the incredible support from partners like Eivy and Red Bull, combined with the unique advantage of SNØ’s indoor facilities. A “fryseboks” — an indoor snow arena — lets riders hit the slopes no matter what the weather outside is doing. At SNØ, there’s no such thing as a bad snow day.
