Shredrz Attire wins JAWI Young Entrepreneur Competition

Ethan Eriksen, a junior at Barron High School in northwestern Wisconsin, took top honors in the Junior Achievement of Wisconsin Young Entrepreneur Competition, turning a passion for winter sports into a growing apparel brand.

Eriksen launched Shredrz Attire in 2024 to design snow pants for skiers and snowboarders that combine comfort, durability and practical features at a price point accessible to younger athletes.

Shredrz Attire took home the contest’s $5,000 grand prize scholarship, along with an additional $500 scholarship for the Viewers’ Choice Award.

Eriksen designs the products himself and works with an overseas manufacturing partner to produce the apparel. The idea grew out of his own experience on the slopes, where he struggled to find snow pants that matched the style and performance he wanted. After creating early mockups and prototypes, he began selling the product online, with early customers helping spread the word.

Outside the classroom, Eriksen balances his business with a busy schedule. He plays varsity football and wrestles at Barron High School and also works part-time as a ski instructor. He said he was encouraged to enter the statewide competition by his business education teacher, Ky Baumgard.

Looking ahead, Eriksen hopes to attend University of Wisconsin–Madison to study business or engineering while also serving in the United States Air Force Reserve. His long-term plans include expanding the Shredrz Attire apparel line and collaborating with other athletes on social media and content creation to grow the brand.

Other student entrepreneurs compete statewide

Shredrz Attire was one of four student-led businesses selected as finalists in the statewide competition. The other competitors included Repeluxe, a jewelry company created by Danielle Gustafson and Kaylee Dobke of North Fond du Lac High School in Fond du Lac, that incorporates mosquito repellent into wearable accessories; SommerMedia, a photography business founded by Abigail Sommer of Kimberly High School in Kimberly, that offers affordable photography shoots; and Neighborhood Lawn Care, a landscaping company started by Caden Vroman of Middleton High School in Verona, that uses artificial intelligence tools to help manage operations and marketing.

Each of the other finalists received a $1,000 scholarship.

Business leaders serve as judges

The finalists presented their businesses before a panel of Wisconsin business leaders serving as judges. The judging panel included Craig Culver of Culver’s; Louis P. Gentine II of Sargento Foods; Mario Costantini of La Lune Collection; Jim Popp of Johnson Financial Group; and Anna Lardinois of MKEStartup.News.

Mary Stoker Smith served as emcee for the event, which was taped and aired by FOX6 News Milwaukee as part of the statewide competition program. The annual contest highlights Wisconsin high school students who have already launched operating businesses, giving them the opportunity to present their companies and entrepreneurial journeys to experienced business leaders.