KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
Thrilled to debut two new snowboard designs made in collaboration with surf shaper Chris Christenson, the Mind Expander and Lone Wolf. The Mind Expander is what we call an ‘all-mountain alternative’ model that offers surf-inspired performance in a more freestyle friendly package. Jeremy Jones and Chris combined design elements from three different Jones board models to make this hybrid design that’s built for the modern day creative earth surfer. The Mind Expander features a surf rocker nose, short sidecut, friendly flex and a blunted but full size tail. The Lone Wolf is a super gun swallowtail built for ripping big turns on big terrain. Featuring a deep swallow tail, long side cut, nose rocker and camber between the feet, the Lone Wolf is a back to roots rocketship on piste or in pow. Both models feature 3D-Contour bases including Spoon noses. Mind Expander sizes: 150, 154, 158cm. Lone Wolf sizes: 162, 168, 174cm
Our other big news is the debut of the Dream Catcher, a new women’s directional freeride model that will be available as a solid or splitboard. The Dream Catcher offers the performance benefits of a freeride shape and profile without the stiff response of a traditional freeride board. It’s built for the playful charger who rides the whole mountain and enjoys a softer flex for easy maneuverability and better freestyle performance. The splitboard version shares the same performance features and flex. The Dream Catcher solid and split sizes: 148, 151 and 154 cm.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
We are now in our second year working with SWS board technologies. SWS continues to impress us with their production abilities and their aptitude for making our design fantasies into reality.
Where is the price point that is working the best right now? Right at the top, at the bottom or somewhere in between?
We continue to focus on the premium price point but are also working to expand our market share in the mid-price range with a new women’s model and a price drop on our lowest price board offering. We’re not looking to enter the bargain price world, but we recognize a lot of riders would love to ride a Jones who don’t have the budget for a premium board.
How long is your warranty, anything new here?
We offer a three-year warranty on snowboards and splitboards and a lifetime warranty on backpacks. This has not changed from 16/17.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing and position?
Though we have grown, we still view ourselves as a grassroots brand who’s brand image is defined not just Jeremy or our team, but by our legions of fans that love to explore the wilderness and share that stoke with others. If other small brands can spark that fire and create such a groundswell we applaud them.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions?
For 17/18 we continue our lineage of natural fibre topsheets and mountain art. UK artist RP Roberts designed the mountain art on several models and we have one model produced by another UK artist, Stu Leonard. The Surf-inspired models designed by Chris Christenson feature a subtle tie-dye design that matches Chris’ love for 70’s aesthetics.
Shops are asking for a two-year product life cycle to help sell boards on price longer. Any thoughts on this, or featuring any carryover boards in the line? We have heard dealer request for carryover models loud and clear. For 17/18 we will have 8 carryover board models including the 5 most expensive models we produce.
Doing splitboards? What are you doing to push this segment forward?
Splitboards are still a huge part of our DNA and we continue to produce and sell more splitboards then any other brand. For 17/18 we will debut one new splitboard model, the women’s Dream Catcher. We are very excited about the Dream Catcher as it is our second women’s specific split model and will widen the performance range to benefit younger and less experienced female backcountry shredders.