16/05/2013 | by Youri Barneoud
I FOUND has officially anounced the launch of a complete outerwear division for the 2013-14 season. After it’s global expansion over the last 7 years in the headwear market, I FOUND has now revealed what they have been secretely working on for the last 12 months. The new collection will be presented at knowshow Vancouver, SIA in Denver, ISPO Munchen and Japan Interstyle.
With a solid headwear program represented since its foundation by guys like Louif Paradis, Frank April, Nic Sauvé, Yale Cousino, Will Lavigne, Jason Dubois, Nic Droz, and Alex Cantin, they are now ready to promote upcomers such as Frank Bourgeois and Guillaume Marquis to our outerwear team, meanwhile supporting freeride veteran like David Melançon.
“At first it was a whole new challenge for us because it’s far from the conventional beanie design. With the outerwear, the possibilities seemed to be infinite. We have developed different styles of jackets that could adjust to anyone taste. Some are more traditional snowboard oriented while others reflect more our street tastes. For the pants we decided to offer all our models in regular and slim fit to accomodate our customers. We also jumped into the real denim fabrics, offering them in four different washes.”
- Mat Laroche, art director.
“The headwear will remain a large part of our program, stay true to it’s design roots and will still be represented by it’s original team riders. With the outerwear team, we will do the same thing as when we first started, hooking up the new best upcomers, and grow with them troughout their progression, while we keep supporting our valuable industry vets . This will allow I FOUND to take more space into our retailer’s floors, generate significant sales increase and become a priority brand for our INTL distributors.”
-Guillaume Brochu, Sale & Marketing director.
The co-operative based out of Quebec city, specialised in beanies, was founded in 2005 by former professional Guillaume Brochu, artist Mat Laroche and Sugarshack producer Ezekiel Lebrun. I FOUND means the moment when you find out how you turn from negative to positive. This is why they name their riders, friends, customers and associates, under THE POSITIVE GROUP. The brand has been distributing products across USA, Canada, Japan, S. Korea, Germany, France, Switzerland, Iceland, Austria, Australia and New Zeland.