KEY PRODUCT FOCUS: What are the three most important products of next year’s boot line? Why?
VR-SPEED: John Jackson’s signature model comes in a new design and with a little tech update.
OM-BOA: This is the flagship in the Flux boots collection. This high-tech boot provides the rider with a Flux Yokohama Rubber Sole, BOA System and hard flex for the best possible control you can imagine. Chris Corning combines the OM-BOA with our Flux XV to get maximum control on his big air tricks.
TX-LACE: This boot with a conventional lacing is built for freestylers like Tyler Lynch. The thin sole gives the rider more direct contact to the board. A true skate shoe feeling is guaranteed.
Materials: using any previously unseen materials (in build, cushioning, support or grip) or construction methods?
We now collaborate with Yokohama Rubber Company for the FLUX outsole. Since Yokohama is a Japanese brand as well, we have the opportunity to work much closer together, as we did with our suppliers so far. The knowledge of Yokohama in high grip and our experience in snowboarding improves the new collection a lot. New Scotchguard Coating Suede leather that has given a highly water repellent coating, without compromising the breathability, comfort and any other features of the original suede texture. Also, we use a specific Hot Melt Adhesive method to improve boot strength, waterproofing and to reduce weight.
What’s new in lacing – trad, Boa, something different? What do people want?
We are going with our three lacing systems of the previous year. Conventional Lace, Speed Lace and the BOA System.
Imagine the overview section of your boot catalogue next year. What’s the defining aesthetic, or overall theme? Talk to us about the colourways/prints/patterns/influences/textures you’re using?
The main theme of boots is matching with our bindings in colour, design, and size. For example, the XF has a matching design with the VR-Speed and the OM-BOA matches the XV Design.
Which part of your range are you investing in the most? Freestyle, freeride, do-it-all, beginner…? Why?
In our home market Japan, the mass market share is Freestyle. Having riders like John Jackson and Chris Corning in our Flux team, we have the demand for a binding and boot combination with lots of control and stiffer flex for big air and deep powder.
Which other footwear sectors do you follow which influence the line?
Our Flux freestyle boots have big influence by skate shoes for a thin sole and perfect board feeling. The Flux Yokohama Rubber Sole is constructed to provide as much grip as a trekking shoe.
What are your top marketing stories for next season?
We are working on a pretty cool video series for Instagram, so make sure to follow us on our social media channels- @fluxbindings