Retail Buyers Guide: Snow Helmets FW20/21
Interviewee: Co-founder and CEO Carlo Salmini
What are the main trends in the helmet and/or snow protection market for action sports in FW20/21 and how do you address them with your products?
Helmets that feature technology to address both linear and rotational forces.
Now, more than ever, consumers want helmets with technology that addresses both linear and rotational forces—and they want technology that is free of gimmicks and does not add to a helmet’s weight, volume, or bulk. And as part of this, riders are seeking out technology that has been strategically designed to address rotational and linear forces in tandem rather than in isolation.
Back Protectors that do not compromise mobility and comfort
Riders want protection that they can forget they’re wearing. And in response to this, there’s a growing demand for back protectors that are especially thin, light, and flexible while also offering thorough protection. Simply put, if riders can protect their backs without compromising mobility and comfort, they’re far more likely to ride with protection.
Do you have any new models, accessories or innovations in the pipeline for FW20/21? Please talk us through them.
For 2020-2021, we are debuting our Notion NoShock helmet. Our new flagship helmet is noteworthy for several reasons:
Equipped with SHRED.’s SMART IMPACT PROTECTION SYSTEM™, the Notion NoShock pairs SHRED.’s ROTATIONAL ENERGY SYSTEM™ (RES)—which is the lightest and thinnest solution for addressing rotational forces—with the helmet’s integrated honeycomb-cone-structured SLYTECH™ SHOCK ABSORPTION to create an unparalleled synergy for combating linear and multi-directional forces.
Its hybrid construction combines the durability of a hard shell upper with the weight savings of an in-molded lower shell and sidewalls.
A unique 3-position switch allows you to control the top, back, and side vents simultaneously.
A passive RECCO reflector further enhances your safety.
The helmet’s Fidlock magnetic closure offers security and convenience.
This premium helmet caters to discerning riders who want fresh style paired with the latest technology.
Are your products targeted to specific customers / rider types?
As a brand, we’re committed to making snowboarding as welcoming and accessible as possible. While our core consumers continue to be diehard riders, the products we make stand to improve everyone’s time on the snow.
And as part of our commitment to making snowboarding more accessible, we place a strong emphasis on promoting riding that’s inspirational yet attainable. Whether focused on Kevin Backstrom buttering around the mountain, Antti Autti exploring his backyard, or Nicholas Wolken laying down turns, the stories we tell and the content we curate reflect a deep commitment to getting people stoked to ride—no matter their skills or the terrain they call home.
Have you noticed a change in attitude towards wearing snow helmets/ protection? Do you think people are generally more risk-averse in recent years?
Each year we see more and more people investing in helmets and protection. They want to boost their confidence and fun and recognize that helmets and body protection play an essential role in this.
As protection technology has improved, more riders are relying on back protectors. For us, our Flexi collection ushered in a whole new era. We’re able to offer protection that’s so thin, light, and comfortable that riders forget they’re wearing it. This has enabled us to overcome the historic barriers to adoption.
As snowboarding’s demographics shift and riders age, we’ve also seen a lot of experienced rippers using protection for the first time. We have a lot of customers tell us that they’ve turned to a back protector after sustaining serious injuries in the past—and now they can’t imagine riding without one.
In which area do you see the biggest growth in the helmet/protection market?
We see a growing demand for helmets that feature technology that addresses both linear and rotational energy. Customers have become more and more aware of the dangers posed by rotational energy and want to ensure they have helmets that successfully mitigate this danger.
Do you have any interesting POS materials for retailers?
We’ve invested heavily in POS resources featuring language and imagery that make our technology especially easy to understand. We’ve refined how we promote our products and educate our customers so they can immediately understand how our gear improves their confidence and amplifies their fun.
Please talk us through your 2-3 keys models for FW20/21.
SHRED. Notion NoShock Helmet (New for 2020-2021)
If you’re searching for a premium helmet that boosts your confidence by offering unrivaled technology to absorb both rotational and linear energy—while also striking the perfect balance between being lightweight and durable—look no further than the Notion NoShock. Equipped with SHRED.’s SMART IMPACT PROTECTION SYSTEM™, this new flagship helmet pairs SHRED.’s ROTATIONAL ENERGY SYSTEM™ (RES)—which is the lightest and thinnest solution for addressing rotational forces—with the helmet’s integrated honeycomb-cone-structured SLYTECH™ SHOCK ABSORPTION to create an unparalleled synergy for combating linear and multi-directional forces. Its hybrid construction combines the durability of a hard shell upper with the weight savings of an in-molded lower shell and sidewalls. A unique 3-position switch allows you to control the top, back, and side vents simultaneously. A passive RECCO reflector further enhances your safety while the helmet’s Fidlock magnetic closure offers security and convenience. The Notion NoShock boosts your confidence, allowing you to charge harder and amplify your fun.
SHRED. ROTATIONAL ENERGY SYSTEM™ | Patented technology that manages the effects of rotational accelerations to the head on impact. It allows a relative movement between the helmet and the head through the use of ultra-thin and ultra-light elastic absorption units.
SLYTECH™ SHOCK ABSORPTION | SHRED.’s patented solution to increase linear impact energy dissipation. It integrates a slow memory honeycomb cone structure into the helmet’s EPS impact absorption element.
XT2® | Anti-microbial technology that uses silver to provide permanent odor protection.
VENTILATION | 3-position switch controls top, back and side vents simultaneously.
RECCO | Integrated reflector with passive technology that enables rescue professionals to search for you in the event of an avalanche or if lost outdoors.
FIDLOCK | Magnetic closure to enhance convenience, security, and efficiency.
HEXAFLOW | Three-dimensional EPS with channels to enhance linear impact absorption and maximize ventilation.
CONSTRUCTION | Hybrid | Integrated Slytech™ NoShock honeycomb | 16 vents
SAFETY STANDARDS | EN1077B (Europe snow) | ASTMF2040 (USA snow)
MATERIAL | PC | SHRED. Shield toughened ABS | Super Light EPS | Slytech™ Shock Absorption
WEIGHT | 495 g [Size S]
IN THE BOX:
1 SHRED. Notion NoShock helmet | 1 SHRED. soft helmet bag | SHRED. sticker kit
Flexi Back Protector Naked
Are you searching for a back protector that offers maximum comfort so you can forget you’re wearing protection until you truly need it? Then the SHRED. Flexi Back Protector Naked is the perfect choice. By using SLYTECH™ SHOCK ABSORPTION in the FLEXI hexagon structure, it’s especially thin and light while also offering unrivaled flexibility and certified impact energy absorption performance (Level 1). Turn to the SHRED. Flexi Back Protector Naked for unconstrained confidence that enables you to push your limits, feel like a pro, and have fun.
SLYTECH™ SHOCK ABSORPTION | Our proprietary shock-absorbing material intelligently and progressively adapts to different forces and impact speeds for thorough protection—even in low energy crashes. Simply put, it stays flexible when you ride but hardens to protect you when you crash.
SLYTECH™ Flexi | Slytech™ Shock Absorption molded with a hexagon structure is especially thin and light while also offering unrivaled flexibility and certified impact energy absorption.
CONSTRUCTION | Slytech™ Flexi structure | Grip on straps | Adjustable velcro belt
SAFETY STANDARDS | EN 1621-2 Level 1 CB (motorbike central back protectors) | Also tested at -20°C
MATERIAL | Slytech™ Shock Absorption
IN THE BOX:
1 SHRED. Flexi Back Protector Naked | 1 SHRED. sticker kit