Questions answered by Marketing and Design Representative Sami Shams
What are the biggest forces shaping the changes and developments you¹ve made to your boards?
This has never really changed for us. If we make a quality snowboard that lasts and rides well then we have done our job in the design department. We are always into testing new ideas and materials and this is a part of what makes our boards ride so well and last long. A lot of our technology is buried in the board – it's not a quadruple layered magnum rubber base or super squiggle sidewall. Technology that people can see will always sell better even if it doesn't work. Like lets be serious for a second, how many companies tell you that this board will make you ride better. I'm telling you that getting off your fat ass and whipping that grover body into shape will make you a way better rider than any technology ever will. Life would be great if we could all just sit on the couch eating pizza and ice cream, strap into some shred that has some new technology that lets you rip like Hobush. But thats bullshit. Human strength, balance, being in shape and keeping active will help you a lot more than some gimmicky technology.
To what degree are you emphasizing camber shape and core profiles in your lineup?
Different cambers and cores give different benefits. There is not a one-type fits all that's why we offer 4 different camber types. Zero, Regular, Reverse and Snapback. We also have our 5 solid cores, Amorcore, Kicker I, Kicker 2, Kicker 3, and Bamboo.
Are you cooking up any new materials or construction techniques?
Got our new Snapback Camber in the Kam Knife. After getting moaned at by pretty much everyone at the trade shows about our lack of hybrid camber last year we bit the bullet and tried and tested a bunch, most of them sucked, but we found a great balance with a fusion of zero camber and regular. The Kam Knife has mellow nose and tail ramping, zero camber to the bindings and regular camber between the feet.
What themes are you seeing for graphics?
We aren't into the generic pattern based abstract shit you get on snowboards these days. We work in-house but we also bring in artists that we are hyped on. This year we brought on Brian Romero (Deathwish, Baker Boys), Fos (Heroin, Altamont), Deck UK and Tyler. These guys understand who we are and what we are about.