The First Ascent website teaser was just published.  First Ascent is the new re-branding category for the retailer Eddie Bauer.  We were chosen to take on the design and development of the Men’s category for this new line.  From the begining, the brand approached MEF with all hands on deck approach, and a realization that we needed to design a line and category that would rejuvinate the brand to be known as a true authentic outdoor brand again.  We were paired with iconic mountaineers like Peter Whittaker, Ed Viestors, Dave Hahn, and more, for in depth look into the needs at 24,000ft.  More after the launch.  www.firstascent.com

Headed off to Munich for the gigantic ISPO trade fair, since we didn’t have enough trade shows so far.  This is always a great chance to see what’s going on in the Europ market, as so many strong brands have yet to make it to the US market.   The first thing to notice is the bright tones, then comes the fashion themes, then comes the fur and luxury elements (sometimes too much). (more…)

While in Vegas for SIA, we headed out to the Transworld Snowboarding Reader Poll Awards, which is the chance the the athletes to be recognized by the magazine readers, for their continued progression on the hill.  This is a time where I get a little more humble, being around athletes that I’ve idolized since I was a grom on the hill, way to long ago to speak about.  Like getting in the elavator with (more…)