Most teenagers who cannot find the clothing they want simply give up and buy something else. Ethan Eriksen, a sixteen-year-old junior at Barron High School in Wisconsin, chose a different route. Unable to find high-quality ski pants covered in flames, he made his own and launched Shredrz Attire. Months later, he stood before a panel of prominent business leaders in Milwaukee and won the state’s Young Entrepreneur of the Year title, taking home a $5,000 prize. His story shows how a simple frustration, persistence, and a supportive community can turn a teenage idea into a genuine business.
How a missing pair of flame ski pants inspired Shredrz Attire
Ethan Eriksen has been skiing since the age of nine, so he knew exactly what he wanted from a pair of ski pants, genuine quality and a bold flame design. When he could not find them, he decided in 2025 to create them himself. Having started his first business while still in primary school, he said he had noticed a gap in the market and believed he could fill it. He worked with overseas clothing designers through several versions before settling on custom ski and winter recreation apparel that he describes as both functional and stylish. That effort became Shredrz Attire, a small brand built around his own passion for the slopes.
Inside the Junior Achievement of Wisconsin Young Entrepreneur Competition
Junior Achievement of Wisconsin runs an annual search for the state’s most promising teenage business start-ups, and its Young Entrepreneur Competition was held in Milwaukee. Finalists were scored on growth potential, strategic direction and innovation, as well as personal integrity, leadership and any special challenges overcome in bringing their business to life. The judging panel featured Mario Costantini of La Lune Collection, Craig Culver, co-founder of Culver’s, Louis P. Gentine II, chief executive of Sargento, Anna Lardinois of MKEStartup.News, and Jim Popp, chief executive of Johnson Financial Group. Ethan’s pitch stood out against three other finalist businesses from Appleton, North Fond du Lac and Verona, whose founders each received a $1,500 scholarship as semifinalists.
In 2024, Shredrz Attire was born (Image: Ethan Eriksen)
Why Ethan Eriksen also won the Viewer’s Choice Award
Ethan claimed the Wisconsin Young Entrepreneur of the Year title and a $5,000 prize, according to Junior Achievement of Wisconsin, which describes the award as a scholarship. The local television station WEAU reported that he also won the Viewer’s Choice Award, effectively sweeping the competition. He told the TV station that the result brought a sense of relief, because the hard work on both the contest and the business had paid off. His teacher, Ky Baumgard, who encouraged him to enter, called the presentation professional and polished, yet full of personality. Baumgard added that the achievement is a victory for the entire school district, with students and the wider community rallying behind him.
How Ethan Eriksen balances school, sport, skiing and a start-up business
Beyond the prize, Ethan’s approach to balance offers lessons for other young founders. He is a multi-sport athlete and a ski instructor, and he manages everything with a strict school-first rule. He credits careful time management and clear priorities, and he regularly turns to his mother for advice, calling her his biggest consultant. His message to anyone with a dream is straightforward, believe in yourself, because work stops feeling like a chore when you love what you do. Junior Achievement, whose volunteers have taught life skills to 340,000 Wisconsin students since 2021, exists to help young people plan their future.
