Collaborations, or "collabs" as they are known in the
street, have leapt from their origin in the streetwear scene into just about
every consumer-based market there is, including snowboarding. Collabs can range
from pure magic, when two market leaders in a certain field join forces and
create a superb product that couldn't be pulled off by a single company, to
questionable corporate buy-outs when a boring company needs the stamp of
approval from someone "cool" to make a product that will sell, or at least
blog-worthy.
With collabs at an all-time high, the 2009/2010 season
holds something for everyone. Whether you want a dual-branded board, jacket,
video, or just a fancy accessory, it's all out there waiting for your hard-earned
money. If it isn't so limited edition that it doesn't exist, get out there and
track it down.
HARDGOODS
Forum
Chilly Dog/Peter Line x Cobra Dogs. Perhaps not a collab in the
traditional sense, but this summer at Mt. Hood, Forum and Cobra Dogs
collab'd and asked Peter Line to make up some coupons for them. Rent one Forum snowboard (featuring Chilly Dog technology) and get a free Cobra Dog. On the
other side of the coupon they wanted some "art", for which Peter was paid for
in Cobra Dogs. Not bad if you ask me.
Capita
Stair Master Extreme x Corey Smith
Everyone's favorite snowboarder turned artist
turned COMUNE mastermind, Corey Smith, came through strong on these decks
featuring headline-grabbing celebs. This has cease and desist written all over
it, which is usually a good thing for sell through.
Vans x
POW boots - Definitely a good look here: Vans harnessed the power of
POW (Protect Our Winters), who are dedicated to reversing the global warming
crisis by uniting the winter sports community, to create a banging product that
raises awareness for a worthy issue.
K2 x
Original Penguin - Original Penguin? I'm imagining preps in
collared shirts, not dirt bag snowboarders. The product looks cool and it was a
nice excuse to throw a kick-ass party at The Standard hotel in LA. If Eero Niemela
is backing the Slayblade, which has the featured graphics, it must be good.
Ride x 3rd grade art class - Alright, now we are
talking. No big name graff artist here. Ride teamed up with Pam Neithercott's
third period art class (in West Seattle) to collaborate on a project that would
promote both art and snowboarding within the local youth community. The art
program chosen was in need of funding so Ride donated both art supplies and
provided an on-hill snowboard day for the kids that they will never forget, in
exchange for some board graphics. Not too mention the board looks sick.
Congrats.
SOFTGOODS
686 x Krew
686 x
Krew, x New Balance, x Levis - 686 is perhaps the first to make the collab
popular in the snowboard industry, first partnering with brands like Dakine and
Dragon many years ago. This year they come on strong with an ill collection of
jackets and pants with Krew. Rumours have leaked that Krew is putting their
name and signature style on a snowboard program of their own so look out for
more news on that down the line.
Also dropping is a New Balance boot and a 686 shoe. The
boot seems like a stretch because 686 doesn't even make snowboard boots, but
whatever, New Balance is a sick company.
Once again they also tapped into Levis to make some
insane looking denim snowboard pants and jackets. Definitely one of this winter's
best.
Burton
x Paul Smith - For the third year in a row Burton and Paul Smith
have joined forces to create a line of great looking outerwear and apparel sold
in stores that we don't frequent and no one I know will be able to afford.
L1 x their
riders - While many riders get a signature jacket or pant, for
2010 L1 did a great job of bringing the personality of their riders to the
outerwear. Jon Kooley, Jordan Mendenhall, and Nima Jalali all brought their
tastes to life by offering full collections of gear they wear both on the hill
and off.
Vans x
Seven Jeans - Sure they are from the same corporate family but that
doesn't mean it is a sure thing. Show of hands who is rocking Seven jeans right
now? Didn't think so. Better than True Religion for sure, but let's see a Vans
x Nudie or Cheap Monday for next season.
The
North Face x Bigfoot - Classic case: a functional big mountain company looking for the credibility of a
street artist. They have done a great job picking up a sick team of riders, so
no harm in making some dope looking gear.
ACCESSORIES
Oakley
x Grenade - Frogskins + Danny Kass + limited edition = good luck
finding a pair.
Target
x Shaun White - Not available in Canada, but the first commercial
was pretty dope.
Oakley
x LRG goggles - LRG? Those guys snowboard? Alright then, cool.
Grenade
x Thrasher Magazine - What do we have here: the hardcore skate bible
Thrasher trying to cash in on the snowboard market? Too bad they don't want
anyone to know about it as they are releasing solely in Japan. Kind of like
Bill Murray and "Suntory time" in Lost in
Translation.
OTHER
32 x
Stepchild - This one is definitely pushing the boundaries by
creating a marketing story that spans product (board and boots), and a
full-length on-line video featuring both teams' riders. Look no further for
where collabs could be going in the future: smaller companies using each other's
resources to really get shit done.
COLLABS
I'D LIKE TO SEE
Ed
Hardy x Party Snake - On a product? On a party? Doesn't even matter
as this would be hilarious on so many levels.
Spike
Jonze x Robot Food - Imagine a snowboard video with these giants
behind it.
Burton
x Forum snowboard - Because that would just be ridiculous.
WORST
686 x
Hello Kitty - Please. I know you want to sell pounds of gear overseas,
but Hello Kitty on a snowboard jacket? Terrible.
BEST
EVER
Supreme. They
haven't really hit the snowboard market yet but they are one of the godfathers
of the collab. How they managed to get Damien Hirst, Terry Richardson, Kermit
the Frog, Jeff Koons, Peter Saville, Ghostface, and many more to work with
their brands in such a positive way is amazing.
686 x
Levis. A timeless classic: both bringing what they do best to
the table to create an amazing product. Textbook.
------------------------
Related:
Comune: Some Thing Better Change
686 X New Balance Collaboration
Forum X The Hundreds