Behind the Brand
2nd Lane began long before it became a business. It began with a childhood love of skiing, sport and timeless fashion, and with a personal wardrobe that gradually became something much bigger.
A Lifelong Connection to Sport
Where the story began
I grew up in Brazil with sport as a constant part of my life. I began skiing and playing tennis from a young age, travelling regularly with my parents for both leisure and practice. What started as recreation soon became a lifelong passion.
Over the years, I also played handball and trained in the gym. Sport taught me discipline, confidence and the importance of feeling like the best version of myself, values that would later become central to 2nd Lane.
Skiing took me across South America, the United States, Canada and Europe. During every trip, I continued building my own collection of skiwear, carefully choosing pieces that combined performance, quality and enduring style.
Two Suitcases and a New Chapter
Moving to Australia with a dream
Professionally, my path began far from fashion. I trained as a social worker and psychologist and completed postgraduate studies before moving to Australia to pursue my PhD.
When I arrived, I brought only two suitcases. One of them was filled with my clothes and ski gear. I had always dreamed of discovering the ski destinations of Oceania and Asia, particularly New Zealand and Japan, places that had felt distant while I was living in Brazil.
Once based in Australia, those mountains became much more accessible. I began travelling through the region, experiencing its ski culture and understanding the needs of women who wanted to feel stylish, confident and properly equipped on the slopes.
“Style and performance should never have to compete. Women deserve to feel like themselves everywhere, including on the mountain.”Mariane Franca — Founder of 2nd Lane
From Personal Collection to Business
The moment 2nd Lane became possible
Around 2020, my friends began borrowing pieces from my personal collection for their own ski trips. At first, everything was simply shared. Because I already owned an extensive wardrobe, I was happy for the pieces to be worn and enjoyed rather than remain stored away.
As demand grew naturally, my husband encouraged me to consider turning the idea into a business. I already had the foundation: years of skiing experience, a strong point of view, a carefully curated collection and an understanding of what women were looking for.
I researched the Australian market and found no comparable luxury skiwear rental service. That gap gave me the confidence to invest more seriously in inventory, international brand relationships, fashion partnerships and the operational structure needed to create 2nd Lane.
The Meaning Behind the Name
A different lane can become the first choice
The name 2nd Lane reflects the philosophy behind the brand. On the mountain, a different run can offer a new route, a new rhythm and a new perspective. In fashion, renting can do the same.
Buying does not have to be the only way to experience luxury. Rental offers a second lane, one that is more considered, more accessible and more responsible. It allows women to wear exceptional pieces without the cost, storage and overconsumption associated with building an entire skiwear wardrobe for one or two trips each year.
That second option can easily become the smarter first choice.
01
Luxury with purpose
Every piece is selected for quality, technical performance and lasting design — not simply for a passing trend.
02
Fashion without compromise
Technical skiwear does not need to feel oversized, dated or impersonal. Performance and style can exist together.
03
A circular wardrobe
Sharing exceptional garments extends their life, reduces unnecessary consumption and gives more women access to luxury.
A Global Ski Wardrobe
From Australia to the world’s mountains
Today, our clients travel with 2nd Lane pieces throughout Australia and New Zealand, as well as to destinations including Aspen, Whistler, Cortina, Courchevel, Zermatt and resorts across the French and Swiss Alps.
Our wardrobe includes ski suits, jackets, pants, knitwear, snow boots, goggles and statement accessories. Every piece is professionally cleaned, personally inspected and carefully prepared before each rental.
Many clients return every season, choosing something different for each destination. Over time, many of those relationships have grown beyond rental. Clients have become part of the community — and, in many cases, genuine friends.
The Story Continues
What began as a personal wardrobe is now a growing circular luxury skiwear community.
I am proud that 2nd Lane introduced this concept to the Australian market and helped create a new way for women to experience luxury snow fashion. Seeing other businesses enter the space confirms that the market is growing and that rental has an important future.
But the heart of 2nd Lane remains the same: thoughtful curation, personal service, beautiful technical pieces and the belief that women should feel confident, capable and entirely themselves on the mountain.
Mariane Franca
Founder and Creative Director, 2nd Lane