It seems the stigma behind wearing helmets is starting to go away and they’re becoming another piece of the daily kit. Looking around lift lines these days, 95% of people rock a helmet. Helmets are being respected for what they are, a necessary item to keep you safe.
What were your biggest sellers in FW21/22?
The Classic silhouette continues to perform – it’s unique styling as the original snowboard brim helmet gives our customer a point of difference in the marketplace.
Where do you expect the biggest growth in helmets for FW22/23?
Covid has certainly added new participants to snowboarding and generally, those new riders will wear helmets, so we’re very optimistic for the future business.
Do you have any innovations in terms of design or materials for FW22/23?
For the 22/23 season we’ve introduced a new comfort liner and ear pad lining made with grid fleece. This not only improves fit but elevates comfort as excess heat escapes through the grid lines and vents through our patented airflow technology.
Furthering our commitment to protection, we have partnered with Mips to offer their patented safety system on select models. Mips is intended to help reduce the impact of rotational energy to the head by enabling a relative movement between the head and helmet.
Are your products targeted to specific customers / rider types?
With our focus being on low-profile fits with bold designs our target consumer has been younger core riders. However, with more broad consumers wanting to express individuality our helmets are offering something that is just not another black helmet and we’ve been expanding to a much wider audience now.
Have you had problems with the supply of FW21/22 product? If so, how have you addressed this issue, and will this result in changes to your FW22/23 sell-in?
Our product generally arrived on time for 21/22, however with the logistics issues right now we are planning to place our factory purchase orders much earlier than usual in hopes to keep a consistent shipping timeline for 22/23. This means we are requesting retailers to place their prebooks sooner, while still giving them enough time to assess sell-through this season before doing so.
Please name and describe in about 60 words each of your 2 key models for FW22/23.
Icon Snow Mips
We took our new for 21/22 Icon Snow helmet and infused it with the Mips protection system. Featuring a removable grid fleece comfort liner and ear covers that can be worn, or taken off. This helmet bridges the gap between technology and simplicity.
Classic 2.0 Snow Mips
We took our Classic 2.0 Snow helmet and infused it with the Mips protection system. Our mission was to minimize the amount of add-ons while adding further protection for the consumer. It features a removable grid fleece comfort liner and ear covers that can be worn, or taken off. This helmet bridges the gap between technology and simplicity.