Just click on the link. Seriously, not only is their website fucking beautiful, but they capture so much energy with its design, as well as the designs, names, and advertisement of their snowboards. "The Black Snowboard of Death", "Neoslasher", "Warpspeed". Graphics are great of course. Same with Ride, their products are named stuff like "Commissioner" and "Algorhythm". I wish we could have some more of this kind of energy in skiing. Not all snowboard brands are like this either (for example, Burton and Jones are pretty conservative now), but I just think Capita sets a really amazing example of engaging design throughout all its public presence.
I was talking to some bladers about this too. Back in the day, you had brands like Senate, which had a logo of dude with a bloody baseball bat, and the motto "Support Angry Youth". Or its rival FR, whose motto was "Your Wheels Suck". Although blading lacks this edginess nowadays, skateboarding still has it. If you just click on "skateboard decks" on Tactics, literally every other deck graphic that comes up has edginess to it. A cartoon of a dude sticking a sword down his throat and out his crotch; a sobbing farm family fleeing their house as it gets shredded by a tornado; a depiction of satan; skulls, alcohol, blood.
Skiing needs this kinda energy in it, not only from the riders' personalities and community attitudes (which we have), but from the actual aesthetics on the products, advertisements, and websites. I'd say Full Tilt does it pretty well still, they manage to make their boot designs actually stylish compared to all their competitors, and that's WHY they have so much hype within the freeskiing community, regardless of the actual foot niches their boots fill.
Don't get me wrong, current skiing brands are doing fucking great jobs. Armada, Faction, Line, K2, Moment, and ON3P are all putting out good ass skis and fire graphics right now. But I feel like, when it comes to marketing, pretty much all brands aren't taking advantage of what freeskiing's image could become. I mean, doesn't everyone here want to go back to the gangster era of skiing anyway? We don't need to go all the way back or get rid of the new tricks, but we should maybe try to put a more swagger in how our brands present themselves.
**This thread was edited on May 31st 2020 at 1:14:07am