We spoke with Dakine’s National Sales Manager Chico Bukovansky to find out more about Dakine’s new outerwear line.
Why did you guys decide to launch an outerwear line?
Our goal is to offer a complete technical snow program by offering outerwear in addition to baselayer, fleece, socks, gloves, packs, bags and accessories.
Worldwide, our retail partners have expressed an interest in carrying Dakine outerwear. We feel like the time is right for our brand to enter this market.
What’s in the line? What are the price points?
We are starting with the essentials. The initial line is a focused collection of 23 pieces for both men and women. Prices range from $179-$399.
The design focus is on technical features, high-end materials, quality construction, fit, warmth, comfort, performance and value. The line ranges from non-insulated shells, to lightly insulated and fully insulated styles.
Additionally, in an effort to minimize environmental impact, Dakine is working with BlueSign® approved fabric mills like Everest and utilizing 100% recycled polyester shell fabrics on select jackets.
Dakine is based in the Northwest where the conditions are legendary for being brutally wet at times, thus the ability to keep dry is obviously important to us. So all garments feature laminated waterproof and breathable fabrics, which provide more durability of the treatment versus coatings.
In addition to using all laminated materials, outside surfaces are treated with a solvent-free Teflon® Durable Water Repellent (DWR) finish barrier to rain and snow.
Is the technical angle what sets you apart?
We have a long history of providing technical, high performance, progressive gear for both snowboarders and skiers. The new outerwear line is designed to appeal to both sets. It’s all about having fun sliding on snow and whether you’re doing that on one board or two, it’s all good!
Have you sold in anywhere? What’s been the response so far?
So far it’s all been positive, especially considering the snow conditions this year. We have had good feedback about the clean and classic design of the line in addition to the technical materials and features throughout all price
points.
Some of our key dealers that are bringing in the outerwear are Wave Rave in Mammoth, Ski World in Virginia Beach, Summit in Whistler and Fresh Sports in Calgary.
Any new marketing pushes behind the line?
We are excited that pro skier Chris Benchetler and pro snowboarder Shayne Pospisil are on board to ride for us head-to-toe. Building on that foundation are standout snowboarder Justin Norman and skier Sam Cohen.
We are also rolling out an outerwear-specific marketing campaign that includes print, video, web, PR, and social media initiatives.
