2015:037 Where Are We? part 1: Fodder for the Oldsters

Part 1

Two years ago, Outside published a piece about the death of snowboarding, and as a community, snowboarders told Outside to, “go fuck yourself”. Then, Annie Fast dropped in to convince us that this was just a natural cycle of growth, stagnation, decline and growth. Annie’s arguments seemed valid and played better to the pro-snowboarding sentiment I had. But the articles did agree on two points — Snowboarding is doing nothing to keep the over-27 crowd interested and there aren’t really enough new people coming into the sport.

Two years later I think it’s safe to say the snowboarding industry has thrown some serious bones to the over-27 crowd. One of the largest growth areas of the industry is in the split board market. And so far the stand-out star of the 2015–16 season is Bryan Iguchi . Those are a couple healthy helpings of oldster marketing.

The splitter scene is dominated by the dudes looking to get a little but further out, a little bit further away. Misanthropes with the time and disposable income to say fuck a resort, fuck the lift lines. While I can’t blame them for that, I’m a sucker for convenience and I’ll always choose the route that includes more friends. And right now, that means lift lines.

Arbor Snowboards :: Bryan Iguchi Pro — Available Black Friday from Arbor Collective on Vimeo.

As for Bryan Iguchi, the guy has become the heir apparent to Craig Kelly. While Terje has spent the last 20 years consistently seeming difficult to any media and stand-offish in the spotlight, without ever stepping into the shadows, Iguchi walked away. He made his way to Jackson Hole 20 years ago and it’s taken most of the industry this long catch up with him.

Is this the industry’s response to charges they market only to 16-year-olds? I doubt many of the newest class of riders know the Iguchi story, nor do they care, nor they really need to know it. The re-rise of the Guch is 100% oldster marketing. I personally don’t disagree with the shine he’s getting — he does he deserve it, but where was any major brand willing to give him a pro-model 5 years ago? Or 15 years ago? Volcom was backing him, Visa Black was backing him, but to most brands, it seemed he too was an untouchable recluse.

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The second element of oldster marketing that’s come up is Burton dropping their Playboy collaboration decks last week. Burton’s collaborations have pretty much missed the mark — L.A.M.B., MTTM, and Frye to name a few, but this one seems so disjointed. And, unlike the internet army of angry moms we saw when they did this in 2009, these decks have arrived with pretty much zero fanfare.

So what has changed? Instagram, the ascension of Kim Kardashian from gutter porn actress to legitimate celebrity, the Rihanna’s Bitch Better have My Money video, the rise and fall of the discussion of rape culture. Maybe nothing is shocking anymore. And some rehashed ’80s smut pics aren’t really that offensive, nor appealing.

So who are these boards created for? Post-millennials, have little if any connection to the concept of centerfolds, filth mags, or Playboy. And there are much more exciting ways of displaying sexuality than with partially covered nudes. Then there is also this aspect of porno — it’s super rad, but if it’s all you got, it gets weird and uncomfortable really quickly.

So it’s about the art then? I’m not getting behind that argument. Mostly because the they are old, soft focus photos, and that shit hasn’t been cutting edge in my lifetime. Also, Burton released the Custom Twin with a top sheet graphic that is far more sexually emotive, and packs a serious artsy punch. The tattoo flashing that covers the nau

The decks are probably going to be just as rare as the 2009 Loves, but I can’t see them being nearly as sought-after.

Is this weird try hard-ism from big B? The centerfolds are stacked with tattoo art in a style that strikes as derivative of the Kaws Companion wrapping around Kate Moss. The flashing looks good, but it has anything but a seamless connection with the centerfold.

I hope they aren’t still hoping for it to be shocking. We’re long past the era of shocking snowboards, and attempts like this just seem awkward and weird, like when a biker has a naked lady patch on his jacket. You expect it. It’s kind of low class and ultimately it’s alienating.

Tomorrow, Part 2: The Identity Crisis