Foursquare: 2011/12 Outerwear Preview

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Outfit 1: Men's Anchor Jacket, $219.99 and Gasket Pant, $179.99. Outfit 2: Women's Rotary Jacket $199.99, and Craft Pant $99.99

Outfit 1: Men's Anchor Jacket, $219.99 and Gasket Pant, $179.99. Outfit 2: Women's Rotary Jacket $199.99, and Craft Pant $99.99

Retailer contact: 866-322-4484

Rob Paglia, Creative Manager

Rob Paglia, Creative Manager

Rob Paglia, Creative Manager:

What are the three biggest trends you see shaping the market and what you are doing to meet them?

The top three trends that we see shaping the market would be the movement towards deliberate design, trim detail appreciation and an unexpected color palette. Foursquare is driven by function and value, not trend and flash. Our designs are based on classic vintage workwear which are fused with technical features that snowboarders need. Our collection is classic and timeless while maintaining a fresh and inspiring aesthetic.

What are the biggest changes in the outerwear market you’re seeing for this winter on the business front?

Due to the recession, there have been off-priced and close-out sales year-round. Consumers have been trained to wait for a sale. We’ve worked hard to not over produce to ensure we aren’t one of the brands with a lot of off-priced close-out garments. We’ve also worked hard to pack as much value into each piece as possible. By focusing on only the things that each garment needs we’re able to deliver products with great fabric and functional technology at great prices.

What fabrics, colors, and technologies are you focusing on for next season?

Foursquare 2012 fabrics continue to drive home the classic workwear and military cues that are inherent to the brand’s make up. We aimed at some heavier twills and weaves to get as much texture as possible without sacrificing the coating and tech quality. We stayed away from novelty fabrics and gimmicks and focused on authentic technical influences. For the color offering we stayed rooted in our earthtones and mid range colors and then set those off with pop colors taken from the line’s inspiration… Safety Orange, Construction Yellow and so on…

What are pricepoints doing?

With our opening price point jacket starting at $139, Foursquare will continue to offer the best value under $200. Our mission is to provide good looking functional outerwear at achievable price points without sacrificing our quality, materials or construction. Lift tickets aren’t cheap these days, so we are doing what we can to make it more affordable to get the right gear to get out and ride.

Have you changed your distribution at all from last season? Why or why not?

In 2011, Foursquare had some growth with a wider distribution model. We will continue to focus on broadening our distribution while ensuring that we remain true to the brand and its heritage. We’re very calculated in who we sell to and how quickly we reach out to new retail partners. Jumping in to a big agreement with a chain store might seem like a great short-term decision, but long-term it can hurt both parties and we’re focused on ensuring long-term success for our brand and every retail partner we work with.

What’s in your crystal ball for 2011/12?

Foursquare’s evolution with our workwear/expedition design will continue in our silhouettes and color palettes while also venturing further into our trim details and fabrics. We are excited to be working with waffle-knit linings and Barbour-influenced designs. We will continue to feature our classic fit as well as the resurrection of our slim fit. 2012 will see the introduction of our Foundation, Classic and Premium collections. These collections will come with their respective waterproof and feature levels, offering a value package at every price point. In the end substance always outshines flash.

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