ThirtyTwo Launches Outerwear Line
mike lewis
- October 21 2008
- 3,837 views
- 79 comments
ThirtyTwo has been pushing the limits of technology for your toes with its boots for years and has stayed vigilant in its focus on the boot category. But, for 2009/10 the company has decided to expand its horizons into the world of outerwear. Transworld Business caught up with head-to-toe ThrityTwo team rider J.P. Walker and ThirtyTwo Brand Marketing and Product Manager Brian Cook to find out the story behind taking this boot brand from the ground up.
Transworld Business: Can you give me a little background on the decision to dive into the
outerwear market?
ThirtyTwo Brand Marketing and Product Manager Brian Cook:
ThirtyTwo didn’t dive into anything. We took our time researching, developing and planning our big move into outerwear. We saw the need for premium, lightweight, performance-driven technical outerwear that is built for snowboarding.
TWB: What features do you feel set it apart?
Team Rider J.P. Walker:
I’d say that it is designed for function first. A lot of brands out there are really fashion forward but their gear is not that practical for riding. I think the thing that sets ThirtyTwo apart is that first and foremost its technical outerwear built for snowboarding.
BC: I’ve seen a lot of gimmicks in the outerwear market over the last couple years with streetwear styles being made into outerwear. The thing that will really set our product apart is that it is technical snowboarding gear designed and tested with the Sole Technology Institute (STI) to ensure the durability and high quality of materials that we used throughout our line.
TWB: Let’s talk about the timing of this launch. A lot of companies are
contracting with the prevailing economic conditions. Why did now seem like a
good time for you to delve into a new category?
BC: We wanted to bring something new to the snowboard outerwear market, regardless of the current economy. We’ve been planning the launch of ThirtyTwo outerwear for years. We have a strong brand that is going on almost 15 years of business, and we’re planning to continue to make premium products that snowboarders need. As snowboarders we believe that people will always snowboard and we’re always going to support snowboarders.
TWB: Do you think the current economy represents an opportunity for companies with a solid financial position?
BC: The current economy definitely represents an opportunity for brands that are positioned well. With a strong base of loyal snowboarders that ride ThirtyTwo, a solid team, great product and distribution ThirtyTwo is set for consistent growth.
TWB: J.P., What are you most stoked on in expanding your relationship with these guys
to include outerwear?
JPW: I’m stoked because I’m involved in the outerwear program right from the beginning. I’m included in all aspects of launching this line from the product to the team. It’s sweet to be so involved and that my opinion and input is respected and needed.
TWB: As a rider, do you think it’s easier to work with a sponsor for numerous items like boots and outerwear? What are the pros and cons of this?
JPW: When you work with a brand developing products you work with lots of different designers and artists. There are lots of people involved in the whole process from design to marketing and sales. After a while you create relationships with all these different people. Doing it with one sponsor simplifies it because you don’t have to do that same thing for several different companies. Believe it or not being a pro shred is pretty time consuming. Having more time to focus on riding is always a plus.
TWB: Who’s going to be riding for you guys?
BC: The ThirtyTwo outerwear team is made up of JP Walker, Stian Solberg , Joe Sexton and ????. JP is doing an amazing job of leading and setting the standard for the team.
TWB: How has the response from retailers who have seen it been?
BC: The ThirtyTwo outerwear line will hit the market in 2009/2010. Our retailers have seen it and they are pumped! A few of my favorite retailer responses are:
- “Man, I’ve got to have that jacket”
- “Something I’ll actually wear”
- “No gimmicks, rad”
TWB: Where is the product being made?
BC: The product is being made in Asia and quality is closely monitored by our office that is managing that region.
TWB: Are you going to utilize the same distribution chain including reps?
BC: We will utilize the same distribution chain with our amazing rep force 132%!
TWB: Anything else you’d like to add?
BC: For ThrityTwo technology is key, and we’ve done many things to create premium, lightweight, performance-driven and functional outerwear including engineered fits, PET jackets, rider feedback, good styling and STI testing. If you’re coming to Boot Camp this year, get ready!
I bookmarked this blog. Thanks heaps for this!… if anyone else has anything, it would be much appreciated. Great website Super Pianoforte Links 
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October 21st, 2008 at 10:18 am
this line will knock some outdated brands off retail floors next fall.
October 21st, 2008 at 10:34 am
Finally something I want to wear on the hill!
October 21st, 2008 at 11:33 am
Tested in the STI Lab really? Heard that was a gimmick in itself. Actual fabric testing at Sole Tech??? Suspect. Great to see something new though
October 21st, 2008 at 12:07 pm
If anybody can break into this saturated market it’s 32, best of luck.
October 21st, 2008 at 1:12 pm
STI lab…a gimmick???? Where do peeps hear this shit?
Get you mind right… Thirty-Two is legit as it gets!!
October 21st, 2008 at 1:19 pm
Thirty-Two coming hard with outerwear…AMAZING! There’s no better snowboard boots than 32 and now that they’re doing outerwear, it’s over! Thirty-Two head-to-toe…can’t wait! Keep up the good work Sole Tech.
October 21st, 2008 at 1:24 pm
Good move, but stop with that STI crap…also Sole Tech cooks only with water.
October 21st, 2008 at 2:43 pm
been there, seen it
October 21st, 2008 at 3:20 pm
Max respect for 32 and JP…so very people in this industry are legit, and seeing them taking the time to properly develop an outerwear line shows it even more. Mad props and best of luck from Urban Swingers.
October 21st, 2008 at 3:20 pm
So stoked!
October 21st, 2008 at 7:23 pm
So this outerwear going to last as long as the boots? 32 days they’re done?
October 22nd, 2008 at 7:41 am
My Lashed are going on two years and they fit better then ever.
October 22nd, 2008 at 9:35 am
Pretty glad Im not seeing another all over dollar bill / skull with Locs / bright green and pink / one piece / ninja mask / bright plaid piece. Hopefully it’ll be a clean -well built line.
October 22nd, 2008 at 11:52 am
Pretty glad Im not seeing another all over dollar bill / skull with Locs / bright green and pink / one piece / ninja mask / bright plaid piece. Hopefully it?ll be a clean -well built line….
Right…. but the prod mgr wearing a jersey over his gear ain’t got me convinced your wish will come true. And……JP sports the same style….Gang sta. How old is that dude anyway?
Could be worse I guess and and he could have gone from gangsta to punk….like T Andrew. Andrew takes the cake.
October 22nd, 2008 at 6:18 pm
looks good cook. cant wait to shred some.
October 22nd, 2008 at 8:45 pm
TK…..A bit offbase with the JP criticism. Super nice guy.
October 22nd, 2008 at 11:35 pm
Well clearly your eyes weren’t open.
October 23rd, 2008 at 12:02 am
hmm. sounds like someone is just hatin cause they jealous. Hey i’d be jealous of trouble andrew too cause santogold is one fine piece. I really hope you ain’t the real Travis Kennedy. Cause you sound real douchey. what forum isn’t paying you enough?
October 23rd, 2008 at 2:52 pm
I’m with you on that. JP is about as nice as they come.
October 23rd, 2008 at 3:37 pm
It’s people like slanteyericeeater that really make these forums fun. Do you even ride bud?? You seem a little “off in left field”..
October 23rd, 2008 at 7:49 pm
32’s boots rule - hopefully the outerwear’s as good.
October 23rd, 2008 at 7:50 pm
you guys needs to give this mike Lewis character a raise. he’s definitely raising the bar round here.
October 23rd, 2008 at 8:21 pm
Gonna be tough, WAY over saturated, and a fkd economy. I’ll probably still carry it next year though. don’t love ther boots, punched in “32″, but decent sell through.
October 24th, 2008 at 9:47 am
of course he fucking rides, what kind of stupid comment is that anyway?
October 24th, 2008 at 11:37 am
What does “punched in 32″ mean?
October 24th, 2008 at 12:33 pm
get soft in about 32 days, to much focus on light i think, I rode the lashed, and they got really soft after about a month, but I guess at that price point thats not bad. TM2’s went about 15 days longer, which I thought was too short for a boot at that price,have had similar feedback as well, but i dont hate, they make good lookin stuff that sells, and I like the company.
October 26th, 2008 at 4:13 pm
I ride bicycles and my cousins make everything you wear from head to toe…Ryan
October 31st, 2008 at 8:03 am
It’s a perfectly legit question… How is ryan suposed to know if senior slanteye has any idea of what hes talking about, let alone ever been out riding. For all we knows mr Slateye just snuck off a Container from Taiwan filled with chinese imigrants. Maybe he’s using this forum to brush up on his engrish skills. He might not have any idea what he’s saying, but if he talkes enough he might pick up the language. Who knows maybe he will start his own Laundromat and he can then fulfill dreams bailing his cousins out of a life of Chinese factory sweatshops.
On another note; cheers to thirtytwo’s new outerwear! I can wait to see it!
November 5th, 2008 at 7:03 pm
your gay
November 5th, 2008 at 7:54 pm
I just hope I can steal some while I’m in tamarack in jan. Looking forward to checking it.
November 23rd, 2008 at 1:48 am
ha T andrew is gangsta up top and emo punk down low.. i dont think he knows what he’s doing?!?!
November 23rd, 2008 at 1:54 am
what kind of “tech” features will the gear have?? fully tape seems on all jacket+pants?? how water proof?? what fabric?? what sets it apart??
prob just be another criticly taped 3000mm/2000gm line?!?
November 23rd, 2008 at 1:57 am
p.s
J.P say “outerwear built for snowboarding”
hmmmm…no shit! crazy i can actually board in it!
December 7th, 2008 at 12:22 pm
“your gay”???? Brilliant statement!
December 7th, 2008 at 8:16 pm
Ha Does Anyone Know What They Are Talking About. Jp Says outerwear Built For Snowboarding Because The Functionality Of The Gear. Not The Aesthetics of The Gear! Another Thing JP Is Pro He Is In Character So Whoever Has Meet Him He Could Be A Dick Or Cool! STI Factory Is Real But AKA Research And Development Know What I Mean. Any Boots Developed By Guys That Make Damn Good Skate Shoes Know Thats Up!!! Check The Literature Son!!!
December 30th, 2008 at 4:04 pm
That wasn’t me. I passed engrish with frying colrors. And I owe 3 laundromats and 8 corner stores. don’t hate. Next time you come get kimchi noodle bowl i put poison in.
December 30th, 2008 at 4:08 pm
http://stilab.com/
nuff said.