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As the number of female kiteboarders continues to grow, so does the market for female-friendly gear and apparel.

Kiteboarders Call it 'wind lust." And it is fueling an extreme sport that has spawned a subculture with its own circuit, tournament, gear and apparel.

"Since it's so new, I always have to correct people who think I'm a windsurfer," said Karen Beber-Futernik, an avid kiteboarder and owner of Ozone Travel, a kiteboarding travel company based in Key Biscayne, Fla. Berber-Futernick cause such a bad case of wind lust that she partnered with Laurel Eastman, a former professional kiteboarder who founded a kiteboarding school in Caberete, Dominican Republic, to launch Kite Fever clothing and accessories in April.

A hybrid of snowboarding, windsurfing, and parasailing, kiteboarding (aka kitesurfing) involved being strapped to a board and using the power of a large controllable kite to travel across the water. Since getting its start in France in the Seventies, the sport has caught on, particularly in places such as Cabarete, Tarifa in southern Spain and the north shore of Maui. Rick Iossi, founder of the Florida Kitesurfing Association in Boynton Beach, Fla., estimates 70,000 kites will be sold worldwide this year.

But kiteboarding is no cheap thrill. A sport-specific kite and the device to control it range from $500 to $1200, while a kite board, which looks similar to a snowboard, costs $500 to $900. Other costs include accessories such as a harness and a board leash.

As kiteboarding has gained in popularity, women's participation has increased, and more products specifically for women are starting to emerge. Sandrine Beaudonnat, communications manager for the International Kiteboarding Organization in Cabarete, which regulates the instructional standards and affiliated schools worldwide and sells kiteboarding insurance, said the more than 50,000 certification cards IKO has issued to students since 2002, approximately 25 percent have been to women; 10 of its 80 schools are managed by women, and 10% of it's 2000 instructors are women.

We used to joke about when a women would show up on the cover of a kiteboarding magazine, and how they're on all the time," said Iossi, who welcomes a women's finesse and intuition to the growing sport.
"Not only do they add some variety on the water, but they use better judgment, which is so important in an activity that can be dangerous if you don't know what you're doing," he noted.

Apparel and gear manufacturer are definitely taking notice. Best Kiteboarding, a kite, board and apparel company in Delray Beach, Fla., launched women's clothing in 2004, with items wholesaling as low as $3. Bestsellers now are a tank top sporting the line's flying fish logo and boyshorts. Colors are kept to simple black, white or pink.
Owner Alex Shogren, who is focusing more on kiteboarding than on other water sports because he believes it's the fastest-growing one, said his company is now making hot pink kites and boards for women. Best also sponsors women kiteboarders like Eastman.

"I like that they're making kites with women in mind. Pink's more noticeable, too, and tells everyone that a women's out there on the water," said Eastman.

Though Girls4Sport, a waterwear brand in Santa Cruz, Calif., grew out of the surf culture in 2003, partner Kim Ruby reports kiteboarding is an important niche and is projected to account for 10-20% of the brand's sales. The company sponsors kiteboards like Beber-Futernick and designs longer boardshorts or reversible, two-layered boardshorts for kiteboarders, so they're more protected again harness chafing. A coral psychedelic print reverses to black, or a hibiscus print reverses t navy. Board shorts retail from $45 to $50, depending on length.

All items are SPF rated. "Kiteboarders are out on the water, which really reflects the sun, at least two to three hours, and they really need extra protection," said Ruby.

Rashguards in four styles with SPF 65 protection and built-in shelf bras retail from $40 for halters to $50 for long sleeve. Ruby reports that the black neoprene jacket for $125 retail is perfect beachwear between kiteboarding rounds. "We're introducing it in more colors," she said. The company recently launched large gear bags, baseball caps and long fleece scarves with hand pockets for winter 2005.

But floral rash guards and pink kites aren't enough. Ask any women who kiteboards what's missing from the market, and she'll say functional, yet feminine swimwear. "There's so much room for innovation," said Issoi.
Eastman agreed that designers shouldn't be fooled by all the wild action on the waves. We still want to be girls out there," she said.

Girls4Sport is taking the function and fashion aspect seriously with their spring/summer 05 line by adding more prints and styles in both the rash guards and board shorts.

Eastman and Beber-Futernick's new Kite Fever line consists of backpacks, messenger bag and beach bags fashioned from colorful, recycled rip-stop nylon and Dacron kites, as well as men's and women's T-Shirts in thin, soft cotton with the company's red phoenix logo that mimics a hoisted kite.