"After decades of dialing in the world’s best snowboarding gear and developing a process for continuous innovation, we paused for thought. A snowboarder’s lifestyle transcends the boundaries of winter—we’re going just as hard after the lifts stop spinning. We need all-time equipment for all seasons, all conditions, and every occasion. Our intentions were in the right place, but apparel wasn’t our core competency. We were coming close, but our standards are high, because we believe that anything worth doing is worth doing perfectly."