3007 S. West Temple Unit E
SLC, UT 84115
Michael Dawson – Creative Director
What are the three biggest trends you see shaping the market and what you are doing to meet them?
We keep away from trends of any type. A trend is a style that may come in or out of fashion… we strive for a more timeless aesthetic that defies trending.
How has the market evolved over the last year and how do you see things changing in the years ahead?
Dealers are polarized to only buy whats a for sure home run sale in order to stay in business, understandable, but that has caused the design curve to stagnate because snow brands are playing it too safe… no progression equals regression or stagnation and eventually boredom to the consumer.
Has sales forecasting changed for your company? If so, how has it changed?
We produce in limited controlled numbers to continue to keep demand high. We keep a tight reign on our forecasts.
What lessons have you learned with bookings for this season and how will you apply those to next?
Don’t over reach and you won’t fall. Build consistently with supply and solid sell thru and take strong solid steps forward. Foundation is everything. Build strong, last long. Book early, deliver early or on time and be the first brand out the door in the Fall.
Have you changed your production or distribution models at all from last season? If so, why and how have you changed them?
We run slim and tight with our production, pretty much built to order. That ensures no overstock, high demand and early sell through. Premium to us means also limited who wants to roll to the hill and see five other guys wearing your same gear?
How are you working with retailers to help ensure strong margins, the right amount of product in the marketplace, and terms that set them up for success?
We work with shops that understand our ideology as a brand. If we have to explain too much to a shop about who we are and why we do things our way then its probably not the right fit.
What fabrics, colors, fits, and technologies are you focusing on for next season?
We are staying true to the path that we have traveled for the last 4 to 5 seasons. Team driven styles, Slimmer fits for better function, Stretch fabrics for increased mobility and colors that reflect the clothes and gear we wear in everyday life. Travel light, stay loose, cut the crap.
What are pricepoints doing?
We try and stay tight on pricing, but we also want to offer the most progressive fabrics in stretch materials… Premium fabrication, fit and detailing does not come cheap nor should it.
Are you taking any steps to minimize your environmental impact? If so, what are some of these steps?
The best way to minimize environmental impact is not to produce in any type of factory which no one is willing to do. In the meantime we work very closely with our factory to ensure our impact is kept to a minimum.
What’s in your crystal ball for 2012-2013?
Tossing the crystal ball out the window.
What do you hope to contribute to snowboarding?
To change the archaic snowboard paradigm that a bigger fit means a better fit or more mobility. Slimmer styles with technical cuts create an aesthetic that looks better and functions better.