Former Volcom CMO and Liberated Brands partner Ryan Immegart has joined 1910, the up-and-coming apparel brand rooted in snow culture that was started by well-known snowboard figures Jamie Lynn, Schoph, and Scottie Daniels.
1910 co-founders Schoph, Scottie Daniels and Jamie Lynn. Photo courtesy of 1910.
Immegart is the new 1910 GM and a shareholder. The brand is making several announcements today, including:
- New Product Category: 1910 is launching 1910 Outerwear, a technical outerwear collection. The collection is currently being shown to wholesale partners and will be available to consumers in September 2026.
- New International Distributors:
- Canada —1910 has partnered with Timebomb Trading Inc. for distribution, wholesale, e-commerce, and marketing support.
- UK/EU — Distribution will be led by Andy McAuliffe and Richie Jones. They will launch www.9teenten.eu, with full wholesale distribution opening in 2026.
- Japan — The brand will continue its partnership with Nineball Distribution.
Immegart answered a few questions for us about why he joined 1910 and what is next for the brand, which is generating a lot of buzz in snow circles.
New 1910 GM and shareholder Ryan Immegart. Photo by Dustin Lalik.Â
Why did you want to join 1910?
Ryan Immegart: It felt like coming home — it happened naturally. I’m grateful to be working alongside people I’ve grown up with and shared so many life experiences with. This feels like a return to something genuine — something worth building again.
Was it important for you to have an equity stake in the brand?
Ryan Immegart: Yes, absolutely. Unfiltered passion is what’s driving 1910 forward and being part of that has reignited my love for why I got into snowboarding and this industry in the first place. It was important to Jamie, Schoph and Scottie as well — we’re all equally invested, personally and creatively, in building something real together.
What is it like going from being a top leader at a large company like Liberated Brands (former licensee for Volcom, RVCA, and Billabong) to working at a small brand that’s getting off the ground?
Ryan Immegart: It’s night and day — and honestly, it’s been fun again. The challenges are similar in nature but completely different in scale and, most importantly, intent. Now I do a little of everything and a lot of some things, and it’s more stimulating and rewarding to roll up your sleeves. There’s a real purity in building something from scratch with people you believe in.
Have you recovered from your time at Liberated and how it ended? (Editor’s note: Liberated filed for bankruptcy earlier this year and has dissolved.)
Ryan Immegart: I’m proud of the team I built and the work we did at Volcom over the decades, and with Liberated since 2019. It’s sad how it all ended, but the cycle always continues. A retrenching of the core consumer was inevitable — maybe even necessary.
What kinds of retailers are carrying 1910 now, and what’s the plan for distribution? What has demand been like?
Ryan Immegart: It’s simple — we sell DTC and to core specialty shops. That’s it. Demand has been steady and growing at a healthy pace. We’re being thoughtful and deliberate with how we scale, focusing on our core consumer and building brand strength from the inside out. Distribution will follow naturally.
The 1910 Age of Winters collection. Photo courtesy of 1910.
Do you think 1910 is offering something different in a world where so many snow brands are owned by large corporations or private equity?
Ryan Immegart: Yes. We’re rider- and artist-owned — that’s the difference. We’re focused on connection, creativity, and drawing our own line. We embrace the past, present, and future and use that energy to inspire everything we do. We can’t compete with the big brands monetarily, but we have an edge in ways money can’t buy.
What are the brand’s plans when it comes to categories? Are you expanding beyond apparel?
Ryan Immegart: We’re really excited to be launching 1910 Outerwear for the 2026/27 season. We’ve just started showing retailers, and the response has been on point. We know our place in the category — and we’ll let our product and consistency speak over time. The outerwear anchors our hero collection, Age of Winters, which features a tight range of cut-and-sew pieces alongside revamped printables and headwear. We’re taking our time, learning as we go, and building with integrity — one season, one story at a time.
How have tariffs impacted the brand? I’m assuming that is a tough thing to navigate as a younger brand that needs cash flow, etc.
Ryan Immegart: They’re challenging, for sure — but being small makes us nimble. We can turn on a dime. We’ve had great support from our production and sourcing partner, John Fearnley at Rooster Apparel Group, which has been huge. Cash flow is always tight for an independent brand, but we’re navigating it one smart move at a time.
1910 co-founders Schoph and Jaime Lynn working on art in the Nelson studio. Photo courtesy of 1910.
Upcoming 1910 Events
The brand has several events lined up for the coming snow season, including:
- 1910 presents Mammoth Opening Weekend with Spliffriff, I Forget, and Eighth Ball, happening November 14th at Liberty Bar in Mammoth Lakes, Calif.
- 1910 is also partnering with the all-inclusive Part Time Babe Club, supporting meetups across all four of their hubs this season — helping amplify connection, progression, and belonging within the women’s riding community.
- 1910 and Mountain High Resort are teaming up on new local initiatives that celebrate art, music, and snowboarding’s shared roots.
- 1910 will curate an art installation at the Rockstar Energy Open in Breckenridge, Colo., December 19–21 — merging snow, sound, and art.
- 1910 Art Show in Nelson, BC will open January 31, 2026, featuring new art works.
- 1910 will also get involved with Homesick at Stratton Mountain this March, as well as the Northwest Banked Slalom events in Washington.
- 1910 also recently partnered with The Bomb Hole on a special charity raffle, with all proceeds going to the documentary “WAYWARD – How Women Changed Snowboarding.”
