Costa Mesa, CA. Say it with us people: "Armada, it's not just for skiing anymore!"
That's right, the brand that brought you the most significant on-snow products of the last six years is venturing off snow in a big way with its first complete streetwear line. While Armada is already well known for producing trend-setting graphics on a variety of tees and hoodies, this fall sees the launch of a line that includes off-the-hill outerwear, plus an expanded fleece offering, hats, bags, and accessories.
"Armada was launched as a ski company," says company President Hans Smith, "but we always envisioned it as a complete brand. The most successful companies in the action sports space have grown well beyond their initial product offerings, and this season's streetwear is our first big step in the same direction."
The centerpieces of the new line are two jackets that owe more to the streets of Soho than the liftlines of Ski Country. The leather Jett features a dramatic zipper path and motorcycle styling, and the wool Haily Parker updates a classic pea coat for a new generation.
The focus on staying warm off the hill continues with the insulated down Driggs and the bonded softshell Dapper. And Armada's reputation for eye-popping graphic treatments is further bolstered by the Savage, a heavyweight hoody that comes complete with a zip-up Mexican wrestling face mask-because, frankly, we think skiing needs more Mexican wrestling.
"I'm really excited about the new clothing," says team member JP Auclair. "Mostly because I hate doing laundry, and now I've got a complete wardrobe from Armada-except for the underwear. When can I have some Armada boxers?"
Patience, JP. One thing at a time.
Armada Skis Inc. is the premier rider-owned, rider-driven ski company in the industry today. Established in 2002, Armada is a family of athletes, artists, designers and engineers. The company is privately held with headquarters in Costa Mesa, California an international office in Zürich, Switzerland and distribution in over 30 countries worldwide.
Armada is what skiing will become.