INTERVIEWEE: Halldor Helgason – Cofounder
KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
I’m really hyped on my new twin PROMODEL. We designed it from scratch and it will be a little more all-mountain freestyle than my ASYM Pro-model that kills it in the park. The new Side-Kick™ Tips makes it really smooth in shitty terrain and the added camber makes it stable so you can send it off anything and not care what the landing looks like.
Eiki went crazy thinking of new ideas for his PROMODEL and came up with the Wallie Tips™ so he can get creative with new tricks. The new 3bt™ we made has a wider flat center base and a minimal uplift to avoid edge catch. This is the best Jib 3BT™ we do, and will feel most like a flat board.
The Special Addition Twin Tip pow board we did last year is now a regular board in the line and is called the FLOATER. It is the most fun resort pow board you can think of. You can ride a pow line at the top of the resort and hit the park at the bottom.
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?
We got new woodcores on a few of our boards and worked on shapes a lot. We also upgraded to ISO-SPORT 7000 series base material for our pro-models and the SENDER
Where is the pricepoint that’s working the best right now? Right at the top, at the bottom, or somewhere inbetween?
We make boards between 379,- and 529,-. We sometimes think that we should make it cheaper for riders to get our boards but then when we visit the factory and see how much work it is making a snowboard and realise it’s not possible. We don’t want to lose quality.
How long is your warranty, anything new here?
2 years but if you have a problem we always try to fix it so riders that supports LOBSTER stay stoked.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
So hyped on that man. We are still super small ourselves and try to do stuff different than the big brands you know. In the beginning we maybe went a bit too crazy though… hehe.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions? Please provide details of artists & subjects.
We still like random stuff but do a bit less of the real nasty stuff we did before. This year we went for a bit cleaner look on some boards. We actually tried that on the SENDER last year and really liked it. Eiki still likes his crazy colours and stuff so we’ll see that on his boards for sure. The Special Additions are done with some sick new artist we never worked with before and we are hyped on that.
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?
I think our boards survive way more than 2 years unless you really destroy it in the streets! We still sell all the special additions for full price. Even the ones for 5 years ago.. Actually the older, the more expensive… it’s like buying art hehehe.
Doing splitboards? What are you doing to push this segment forward?
Yeah, we got a whole new line coming out next year with backpacks, poles, avi-gear and splitboards… Just kidding.