“We needed something to fit just right on Ethan’s look but also that people would be stoked on”
Where are we seeing innovation within your existing line?
For sure the Ethan Morgan pro model boot, the Decade. The look and color turned out to be exactly what Ethan and all the production guys had in their heads. It’s got a real urban look, with a feel for the streets. We needed something to fit just right on Ethan’s look but also that people would be stoked on. It’s also got that extra Power Strap that makes your leg really stay hooked inside the boot in order to really feel locked in. I love how a bunch of us have already made it their boot. It’s solid. This is what I’m currently riding and I honestly think it’s gonna be that way throughout the whole season.
Have any team riders been involved in the R&D process? Where have you been putting these new/improved models to the test?
We tend to work a lot with our riders. They are essential to the development of the products and with their feedback we are able to understand what we can improve.
Kael Hill has also been a key player in Northwave and Drake, not only because he one of our top full set riders, but also because he has recently become the Brand Manager for Northwave in the US. On our trip to Salt Lake City last year, he definitely managed to spread out the word that we were finally making a come back.
“You’ll definitely find content regarding our new women’s team and keep an eye out for some exciting new names joining the PRO team”
Where can we see updates or changes within the company, not product related?
For sure on Instagram. You’ll definitely find content regarding our new women’s team and keep an eye out for some exciting new names joining the PRO team and many new faces on our AM teams.
We have two other projects which are our 30th anniversary movie and our Women’s project. One is more focused on the history of the brand and it’s got a very comical aspect to it. It focuses on the generational side of snowboarding, how it was but also how it has evolved. It’s going to be distributed via the Northwave channel on youtube and hopefully another platform which I am still in the process of making it happen. The other will be more of a street and park edit that shows not only the talent of these women, but also a bit of their stories.
“We are in hope of more accessible materials, but overall we are looking for a more “green” future”
Do you have any new sustainability stories for next season? Has any of your production moved to become more sustainable?
We brainstormed a lot on this matter and of course the dream would be to be 100% sustainable, but digging deeper and being informed on materials and making of materials it is a very difficult goal. We are looking into a more sustainable type of packaging but, truth is that we would really need industries to step up their game. Even though it is true that technology is advancing, and we are in hope of more accessible materials, but overall we are looking for a more “green” future.