Brand Profile: ThirtyTwo celebrates its 30th anniversary
Thirtytwo has been rooted in snowboard culture since 1995, building gear by snowboarders, for snowboarders. Known for its rider- driven design and strong connection to the core community, the brand has continually evolved while staying true to its origins. Now celebrating its 30th anniversary with new products and big milestones, thirtytwo’s Brand lead Brian Cook explains how the brand is expanding its legacy into the next generation of snowboarding..
Please can we have a brief history from the brand’s founding to today:
Since it was founded in 1995, thirtytwo has been snowboarder-owned and operated, with rider-driven snowboarding embedded at its core. The brand’s first product was the iconic Lo Cut boot. From the beginning, thirtytwo has stood out as the company by and for snowboarders with deep connections to the core retailers and park crews. Some of the key milestones were expanding into outerwear with JP Walker and Joe Sexton in 2009, launching bindings for this winter and our recent announcement of tof the launch of thirtytwo snowboards. As an authentic snowboarding brand, we have connected with snowboarders in the 90s, 00s, 10s and the 2020s. This spans those that rode and remember the early boots and outerwear, to those that are were first introduced to the T32M during the AMMO, BONECRUSHER or 2032 videos. Today, thirtytwo has snowboarders covered with snowboards, boots, bindings, outerwear, gloves and more!
What do you think has helped 32 stay relevant and respected in the snowboarding community for three decades?
The T32M! thirtytwo building products for the wants and needs of the best snowboarders in the world since 1995 is what has made thirtytwo matter to snowboarders. There’s never been any investors or big corporate input – simply snowboarders making products for snowboarders. Product highlights from the decades include the thirtytwo Peter Line pro model boots in the 90s and more than 15 years of signature JP Walker, Chris Grenier and Scott Stevens products. The industry-first thirtytwo Jones MTB boot had groundbreaking features that addressed Jeremy’s mountaineering and splitboarding needs like walk-mode, crampon compatibility and its stretch cordura gaiter. Of course, we have to mention one of the world’s best-selling snowboard boots, the thirtytwo Lashed, in Chris Bradshaw’s annual signature colourway.
How has the 30th anniversary being celebrated? Any special events planned?
We celebrated the anniversary of thirtytwo with snowboarders all around the world! The anniversary included events for all snowboarders, a product collection, a new T32M movie and something special for shops. We kicked off the new year in Mammoth celebrating 30-years of style, progression and passion right where it all began—on the mountain. It was an unforgettable four days of riding, sessions, après, and nonstop fun. Everyone was invited to come hang with the thirtytwo pros to ride the lift, hit the park with your favorite ThirtyTwo pros, session the mini pipe, and stay toasty by the bonfire during the Yodler Hike Park Session. You know the T32M was filming during the anniversary, and we have a new thirtytwo team movie called TR3 D2UCE that’ll be releasing on December 4th. You can watch the trailer here: https://youtu.be/xf5RbfceRk4 and check @thirtytwo to find a premiere in your area. Core shops that have supported the brand throughout the years will be receiving a special limited-edition 30-year Anniversary thirtytwo snowboard. The boards feature a base that proclaims, “In Steel We Trust” and a top sheet marking the brand’s 30-year anniversary. These team-driven twin boards are at home on a street rail, or a park jump but given their short supply some of the lucky recipients might make them a wall hanger. ThirtyTwo loves the shops, as well as everyone from the 100-day rider to the weekend warrior that’s passionate about snowboarding. We’ve got another surprise up our sleeve for snowboarders in December as part of the anniversary celebration.
This year you are launching a snowboard line, what was the thinking behind that?
We’ve wanted to make snowboards that the thirtytwo team wants to ride for a while, and now is the time! thirtytwo snowboards are built with the same passion that’s been behind its boots, outerwear, and bindings, each board is shaped by the needs and attitudes of the T32M. We launched thirtytwo snowboards with Pat Fava, Patrick Hofmann, Brin Alexander and Phil Hansen. Snowboards that were built to perform, with graphics from a mix of skate, fashion and tattoo artists and names rooted in streetwear, fine-line illustration, and pop culture. Each board brings a visual style that stands out as much as it rides. thirtytwo’s snowboard line is built around these core demands: unique shapes, bold graphics, true camber, precision flex and faster bases. The 26/27-line features 12 custom shapes, 108 sizes, and 86 next-gen models, featuring advanced engineering, premium materials, and custom carbon construction on select designs. All boards are built at SWS, one of the world’s leading snowboard manufacturers.
You’ve talked a lot about the thirtytwo team. Can you tell us who the 26/27 thirtytwo team riders are?
Thirtytwo T32M is Austen Sweetin, Austin Visintainer, Benny Milam, Bode Merrill, Brin Aleander, Chris Bradshaw, Chris Grenier, Cody Warble, Desiree Melancon, Ellie Weiler, Halldor Helgason, Jack McDougle, Jaylen Hanson, Jeremy Jones, Jib Gurl, Joe Sexton, Joey Fava, JP Walker, Mike Liddle, Pat Fava, Patrick Hofmann, Phil Hansen, Scott Blum, Scott Stevens, Stefi Luxton, Toni Kerkela and Zeb Powell.
www.thirtytwo.com
