INTERVIEWEE: BARRETT CHRISTY CUMMINS
KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
Money: Directional Twin Freestyle board at a fresh pricepoint and art by Jay Howell. Feel like you’re ripping the ‘rerrari with the price tag of the hoopty! With a directional twin shape and art by Jay Howell this soft flexing, C2e is the life of the terrain park party. Save some $cratch, ride a snowboard hand built in the USA and you’re money!
Mullair: Directional All Terrain Freestyle/Freeride Power. Mild Taper floats the nose and freestyles the entire mountain. Years of timeless, undeniable style deem him worthy. Weird Science, and Gnu’s EcoUnreal materials spawn Nicolas’ Camber 3 directional dream board. Let his style seep in through osmosis, starting under your feet. For healthy hung Air Müller, ride a Müllair.
Space Case: Forest Bailey’s all terrain freestyle mind expander with art by Forest Bailey. Asymmetric balanced design improves creativity, style and performance. For some snowboarding comes naturally, for others it takes some slams, but for all practice is required to fine tune, excel, and eventually ride to your potential. Holding true in his riding, his art, and board design, Forest Bailey brings you the best rendition of the Space Case yet! Forest’s Asymmetric freestyle/freeride C2x dream stick brings you his best to help you find your best in the streets, pillows, and park.
Gloss: Unreal Freestyle performance with Unreal style. Do Not disturb attitude that owns the whole mountain. Combine technology, contour, aesthetic, and value, and leave a shine on your freestyle/freeride manoeuvres with the Gloss by Gnu. Vibrant looks by Velvet Spectrum, and C2e contour, Soft-flexing flare perfect for the terrain park party, a freedride cruise down the groomers, or take it to the streets. Ensure your smoothest moves ever on the Gloss hand built in the USA at Mervin Mfg.
Free Spirit by Jamie Anderson: Jamie’s Short-Wide unreal freeride floater to set your spirit free. Unreal float and control with a lively flex and a correct camber contour. Designed to take down the common attitude that we need a big board for powerful riding.
As uninhibited as Jamie, the Free Spirit takes on the mountain with confidence. Between her countless medals in snowboarding’s top tier contests, and a growing portfolio of terrain park prowess, Jamie Anderson is in constant pursuit of living the dream. Jamie finds the dream wherever she is in the moment, taking on new frontiers, her new short-wide Free Spirit keeps speed and wanders with hard carving capacity. From the groomers and steeps of Lake Tahoe to the chutes on interior British Columbia and wherever your being wanders, her Camber 3 Free Spirit guides fun, and freeride float with precision wherever it takes you.
B-Pro: Award winning all terrain magic stick with 20 years of design refinement. Correct camber for aggressive control and precision with a new shape. A portion of proceeds benefit B4BC.org. 20 + years of Pro snowboarding, from Barrett Rolls and X Games gold, to Board Control and Banked Slalom Duct tape rolls, Barrett Christy is a bonafide legend. Over the past two decades Barrett has had a heavy hand in the progression of snow- boarding, and snowboards. The Camber 3 B-Pro comprises carefully curated aggressive all mountain freestyle geometries, and 20 years of design refinement to bring you Barrett’s best stick yet! Golden hour art by Adam Haynes.
Construction. Using any new inserts / edge tech / cores / sidewalls / glue / wood types / metals / bases / other materials? Or are you using this stuff in any new ways?
GNU mens and women boards are hand built in the USA at the world’s most environmental snowboard factory with zero hazardous waste. We use water based sublimation, FSC certified wood cores, and our factory is powered by wind and water generated power in WA state.
The Mullair and the Jamie Anderson models, including the new Free Spirit are built with our premium technology, bio beans topsheets, and recycled UHMW sidewalls.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
Our production for all GNU boards is in our Zero hazardous waste facility in WA, USA. From the beginning we have always tried to be as environmentally conscious as possible with both our work environment and the materials and processes we use. Our Unreal board builders need healthy work and play environments so they can achieve maximum shred. We don’t use any toxic automotive lacquer clear coats, and we use only low VOC epoxy resin systems.
Where is the pricepoint that’s working the best right now? Right at the top, at the bottom, or somewhere inbetween?
Mervin products have always lived comfortably in the mid to high pricepoint. Gnu is expanding into a lower pricepoint for some models but we continue to offer high quality boards, with premium construction and technology at a price point that speaks to it’s premium performance and unreal quality.
How long is your warranty, anything new here?
The warranty on Mervin boards is 2 years in the EU and 1 year everywhere else. That is consistent with our previous season warranty programs.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
GNU snowboards is a brand that in many ways still feels like a small grassroots snowboard brand. We are 100% snowboarding and our focus is on building unreal snowboards for all. We don’t attempt to fit our brand or riders into categories, we are all in it for the love of snowboarding. It usually seems like the grassroots brands come in hot with energy and enthusiasm and sometimes a fresh approach. That is motivating for the industry as a whole, and Gnu has always embraced the weird and unreal with enthusiasm while creating snowboards for people who like to shred.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions?
GNU uses a water based ink sublimation system that allows us to capture detail and vibrant colours, to bring artwork to life on our boards. Our boards tend to be works of art, not always tip to tail graphics, but always using materials and processes to bring added life to the boards. We seek out artists who share a common direction as ours and for FW17/18 we are featuring some cultural and team rider inspired graphics, including art by Forest Bailey for his 2 models.
Jay Howell art on the Money. LA based artist of Bob’s Burgers Fame @punksgitcut
Danny Larsen art on the Mullair. Nicolas and Danny worked together to bring this folk story to life with Danny’s signature detail and Nicolas’ magical colour. The balance of yin and yang.
Space Case art by Forest Bailey. Forest’s art is featured on his 2 signature board models. The spacecase art is also featured on his BMBW model. @forestbailey
Velvet Spectrum art on the Gloss. Artist Luke Choice is an illustrator with a playful vibe who brings the “do not disturb” attitude to life.@velvetspectrum
Sarah King art on the Free Spirit. Sarah King has worked with Jamie Anderson on all her signature boards and she brings Jamie’s love of life and travel and the environment to life with her detailed text and illustration. @sarahkingart
Adam Haynes art on the B-Pro. Adam has worked on the B-pro for the past 6 years and has brought unicorns and lovers to life in a series of magical graphics. This art is bright and dreamy and invites us all to ride off into the sunset on it. @stickfort
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 aren’t featuring any carryover boards in the GNU line, but it’s something we have done, and will continue to do with models when appropriate. We are doing this with some binding models and if it’s something that helps the shops sell boards we are going to work with retailers to target models that have that potential life cycle
Doing splitboards? What are you doing to push this segment forward?
Not for FW17/18