Brand focus: AnalogEvery now and then we will be taking a quick look at some of the brands that make up snowboarding today, to how their inception and evolution has helped to shape our sport all over the world.
This month Analog, in the American spelling, the one that missed the magazine.
Initially Analog began as a limited winter outerwear line in Burton’s Coalition range. Offering something a little left of the middle compared to traditional Burton fare, with strong input from early team members, Trevor Andrew, Jason Brown and Jeff Anderson (RIP). Taking influence from all board sports and the city, future thinking desing has always been high on the priorities of the Analog design house. In their time they have built LED illuminated hood and pant vents, the first iPod controlling jacket and waterproof leather jackets amongst others.
A move away from Burton HQ in 2004 to Irvine in Southern California, helped to push influences away solely from the Vermont mountains. After success in the outerwear market, a streetwear line was launched, that inevitably led to the creation of a skate team, which in turn led to the surf team, three years ago, when all that technical outerwear experience could be put into swimmers.
Today, each collection still has a strong team rider input, with Trevor Andrew still having his way in the snow collection. Check out the sublimation print on his Altar jacket (Document issue 58). Skaters Arto Saari, Dylan Rieder and Stefan Janoski and surfer Nathan Fletcher all still stick their aesthetical beaks into the skate and surf collections too.
In Britain, Analog is a fairly big player in the indoor scene.
On the surface, there’s probably not much that SoCal has in common with rainy Britain but the Anaog in the UK still, in it’s own way manages to foster the same team driven spirit as in the homeland. There is a strong ethos towards supporting the burgeoning British scene and pushing it. Check out Document 58's ground breaking cover, featuring Analog rider James Carr entering the record books with the first ever indoor cover shoot. It may not quite be LEDs in jackets, but it’s still representing.
Get the shizzle on some other snowboard brands, first up Rome SDS
Posted by Online Editor - Thu, 21/01/2010 - 12:32pm
Every now and then we will be taking a quick look at some of the brands that make up snowboarding today, to how their inception and evolution has helped to shape our sport all over the world.
This month Analog, in the American spelling, the one that missed the magazine.
Initially Analog began as a limited winter outerwear line in Burton’s Coalition range. Offering something a little left of the middle compared to traditional Burton fare, with strong input from early team members, Trevor Andrew, Jason Brown and Jeff Anderson (RIP). Taking influence from all board sports and the city, future thinking desing has always been high on the priorities of the Analog design house. In their time they have built LED illuminated hood and pant vents, the first iPod controlling jacket and waterproof leather jackets amongst others.
A move away from Burton HQ in 2004 to Irvine in Southern California, helped to push influences away solely from the Vermont mountains. After success in the outerwear market, a streetwear line was launched, that inevitably led to the creation of a skate team, which in turn led to the surf team, three years ago, when all that technical outerwear experience could be put into swimmers.
Today, each collection still has a strong team rider input, with Trevor Andrew still having his way in the snow collection. Check out the sublimation print on his Altar jacket (Document issue 58). Skaters Arto Saari, Dylan Rieder and Stefan Janoski and surfer Nathan Fletcher all still stick their aesthetical beaks into the skate and surf collections too.
In Britain, Analog is a fairly big player in the indoor scene.
On the surface, there’s probably not much that SoCal has in common with rainy Britain but the Anaog in the UK still, in it’s own way manages to foster the same team driven spirit as in the homeland. There is a strong ethos towards supporting the burgeoning British scene and pushing it. Check out Document 58's ground breaking cover, featuring Analog rider James Carr entering the record books with the first ever indoor cover shoot. It may not quite be LEDs in jackets, but it’s still representing.