Editor’s note: Alband told SESO Wednesday that his brands Autumn and Corduroy will continue even with his new role at ThirtyTwo.
Today, thirtytwo officially announces Brad Alband as the brand’s Creative Director. Alband is a real snowboarder; the kind you’ll run into at the mountain on a weekday because he believes there are no bad days on snow. He is a creative that has both an eye for trend spotting and a deep background in snow, skate and streetwear sales, design, and marketing leadership going back more than 20 years.
Alband served as thirtytwo’s sales and design manager from 2007-2011, during which thirtytwo launched outerwear, leaned into its skate and street heritage and focused on the T32M. As the brand expands into launching bindings and more during its thirty-year anniversary, Alband will have the opportunity to work with the thirtytwo brand team to elevate the brand’s future while maintaining its rider-driven snowboarding roots. With a wealth of experience and a very clear path to market, Alband has a vision for communicating with the die-hard thirtytwo consumer while reaching new snowboarders.
“What’s a yin without a yang? That’s exactly how it feels having Brad Alband back at thirtytwo–the other half who helped double the brand when we first took it over. He’s the brother I never had; having him return as our new creative director feels like balance restored,” said Brian Cook, thirtytwo Global Brand Director.
“There is no place like home and thirtytwo is where I consider my best years in snowboarding happened. We had the freedom to shake up the brand and with that, disrupt the snowboard market. 15 years later, I’m coming back with more experience at a time Nidecker Group is asking very similar things of the brand and empowering the brand group to go do it. I’m excited and grateful for the opportunity,” said Alband.
Alband is entering this leadership role at a time when the T32M is stacked, the brand is launching its first bindings with the T32M FASE, and there is global demand for thirtytwo. The role of creative director is a big one, and Alband will be focused on it daily. He will also continue to lead Autumn and Corduroy by empowering his team to manage day-to-day operations and bring his vision to life.
For the latest on thirtytwo, connect with the brand here:
- Instagram: @ThirtyTwo
- Facebook: facebook.com/ThirtyTwo
- YouTube: @ThirtyTwoSnowboarding
About ThirtyTwo:
Established in 1995, thirtytwo® was created by snowboarders for snowboarders. Rider-owned and privately held since day one, thirtytwo® has led the snowboard market with new and never before seen innovations in technology, performance, comfort and eco-friendly initiatives. All thirtytwo® products have been tested and approved by the best snowboarders in the world. For additional information, visit thirtytwo.com.
