In our continuing series, we’re taking you behind the scenes of
Icelantic AT Boards, to bring you closer to the action than ever
before. This week, we’re continuing our chat with Sam Warren,
Icelantic’s apparel designer, a.k.a, the APPARELNATOR!
Cassi: Does Icelantic have plans to, or can you do Custom
Sam: In the future we may be able to offer custom clothes to
interested buyers. As such, customers would potentially be able
to pick out which Icelantic image they like the best and apply
that onto whatever garment they choose. However, for the time
being, due to production logistics we can only offer clothes
within our line.
Cassi: How does the clothing line relate to the over all
Sam: You know it just even another attempt to give people who are
interested in Icelantic and involved in Icelantic a different
medium to express the company and the feel of the company to the
public. And really get behind the company. We try to pull themes
from the company, from the skis and drop them onto the clothes,
so when you’re wearing a hoody or something, you still feel it
still has the over all Icelantic feel.
Cassi: How does the clothing line differ from other companies’?
Sam: Our clothing line differs from other companies, I think,
simply because we try to stay a little more artistic with it. It
seems that other companies in the industry tend to just throw
their name all over the clothes or throw their logo all over the
clothes. We try to grab something a little more aesthetic from
Parr’s abilities, and Parr’s skis, or you know different images
that we come up with drop onto the clothes. We try to make them a
little more artistic.
Sam: Do you see featuring other artists on the clothes in the
Cassi: Absolutely. The future, as far as the clothing line goes,
is endless. There’s a lot of room to grow. There’s a lot of
different avenues we can go down. And yah, we’d love to have new
designs from different artists.
Cassi: Any thoughts about Icelantic outerwear?
Sam: Yah, there’ve been thoughts. It’s definitely somewhere where
we can see it going. It’s a little hard to say right now if we
will go and pursue that option, but it’s definitely something we
are looking into and kind of considering possibilities and
thinking about what we would do if we do decide to go to that
avenue. Gotta keep some secrets locked up in the closet.
Cassi: When can customers come into the gallery?
Sam: Actually our business hours, right now, are Tuesday through
Friday from 11-5, and Saturday through Monday if you call in and
make an appointment we can be down here to meet you to show you
Cassi: Are Saturday, Sunday and Monday going to be your ski days?
Sam: Absolutely. We definitely need a little time to get up there
and test out the product I guess you could say.
Cassi: Will the clothes be available in stores other than just
Sam: In the past we’ve kept the sales directly through us. The
clothing line’s kind of stayed pretty small, you know, we’ve kept
it with just people who’ve been interested in the clothes getting
the clothes directly from us. We have started to pursue the
option of putting the clothes with the skis in different dealer
locations. We’re currently working on that project right now.
More than likely you’ll begin to see them in dealer locations
within the next year.
Cassi: Are you selling them online?
Sam: Yes. They are available online.
Cassi: Will you be selling the clothes internationally?
Sam: It’s a little interesting, because of the styles of
different countries, what they’re wearing compared to what we’re
wearing here in the states. But we’re definitely pursuing that
road as well. I foresee that there will definitely be
international apparel transactions taking place here in the next
year or so.
Cassi: Will they be incorporated into the Demo Tour?
Sam: Clothes will be incorporated with the demo tour as far as
you’ll see everybody who’s in the demo tour in the clothes for
sure, and we’ll definitely send around sample sets with the demo
tour for people to try out and get their hands on hopefully. If
someone needs an Icelantic hoody or hat, someone will definitely
Cassi: Will you be selling the line ski shows?
Sam: I think by rule were not allowed to sell the clothes at the
ski shows, but we’ll definitely be showing them at both ISPO and
SIA. And, you know, taking notes to see what the buyers think,
and hopefully getting them into shops.
Cassi: What’s your favorite thing about working for Icelantic?
Sam: My favorite thing about working for Icelantic is being able
to work with three or four really great friends: the team we have
here couldn’t ask for more. And I learn something new everyday
from these people. Four really smart people, super funny, super
friendly, I couldn’t ask for more as far as the people I work
And we’d love to have people come down and check out the gallery,
and get to know us a little better personally and pick up some
sick Icelantic gear.
See you on the slopes!
Peace and snow,
P.S. — We have all of the new apparel showing up day by day, at our Denver location! Come down to 948 W 8th Ave, Denver,
Colorado, USA and check us out!
P.P.S. — Did you know that Icelantic AT Boards are handmade in
Colorado, USA!? That is just one reason for the awesome quality
we’re able to deliver. Come on down and let’s get you on a pair.
Copyright, Icelantic LLC, 2007
In our continuing series, we’re taking you inside the walls
of the award-winning Icelantic AT Boards. Today we’ll talk with
Sam Warren, Icelantic’s apparel designer:
For Sam Warren, Icelantic is all about teamwork. The Apparel
Manager and Marketing major at Metro State College in Denver,
lends a hand where needed to help his favorite company design
their success. With a keen eye for fashion and sales he prepares
the migration of the Icelantic clothing for the streets and
Cassi: How did you get in with Icelantic?
Sam: I kept in touch with Ben through the years. Always been
super inspired by the idea of Icelantic and the aspiration, you
know his dream to start this company. Kind of was a fan of the
company before I really got involved with it. Then Once I came
back from San Diego I let Ben know I was coming back, and know if
I had the opportunity to work for the company and help out anyway
I would I’d love to do it. The boot kind of fit and he asked if
I’d like to work for him, and I accepted.
Cassi: When was that?
Sam: That would be in the spring of ’06.
Cassi: What officially is your job; what does it entail?
Sam: Officially, my title is Apparel Manager, but my
responsibilities stretch a little further beyond that. I do
customer service stuff, some shipping, some receiving. Basically
aside from the apparel stuff, which is just, you know, production
and helping out with designs; making sure that I see it through
from start to finish; making sure we get the clothes we want at
the right time and the right way, I pretty much just help
everybody else out. I help Chez Rhinestone [Travis Cook] out a
lot when it comes to trade show time in Vegas. I help Anne do
some of the numbers stuff. I help with the shipping and the
receiving and the packaging of the skis. Just helping do whatever
I can to make sure things get done: a lot of customer service, a
lot of replying to random emails, a lot of front office stuff.
Cassi: And you’re all located at the new Gallery on Santa Fe and
Sam: Yeah, absolutely. Everybody’s here and it feels good. You
know it took a couple months to get all moved in and set up. We
kind of spent the last couple weeks preparing for the opening,
but now that that’s behind us, it feels good to actually be in
here and working away with all four of us kind of collaborating
on stuff, and just using all of each other’s ideas to bounce off
one another and get the season rolling.
Cassi: What is your process for coming up with the line of
Sam: Well it’s pretty interesting. It starts with the design
process. In years past, we’ve used Parr a lot as far as the
designs, and we’ve outsourced the designs a little bit. However
this year the designs came mainly from Ben and I. This year, at
least, Parr makes it really easy on us, because we’re able to
just pull pieces and parts of his art right off of his art and
turn them into designs that we like for the clothes.
We get the designs; we establish how we want them placed on the
clothes, where we want them to be placed on the clothes. Then we
go into color schemes. What colors we want the garments to be and
then which colors we want the images. We get our color schemes
down and then from there, we go through a company called Rage
Unlimited; they’re located out of boulder. Chris Eks helps us out
a lot. We use him for all of our production needs. He’s got three
16-head-presses, so it’s just an enormous facility. Great
workers, great people up there. He does everything from
production to, you know, he sews all the labels in, he boxes it
all up, makes sure we’re all on key as far as what we ordered and
then gets it shipped back to me and then I receive it all and it
gets put on the shelves for everybody to enjoy.
Cassi: How do you decide what garment styles you go with?
Sam: It’s great to have everybody in the shop, because everybody
has different tastes as far as what they like to wear. For most
of the clothes we use American Apparel; they have a crazy amount
of styles. We go through and narrow it down and get some samples;
kind of estimate and guess as far as what we think people will
wear the most and what we think people will enjoy wearing the
most, and what styles fit our company the best. We always have
one garment that we try to branch off a little bit, and do
something new and fresh and cool. For example last year we did
the baseball shirts, which were like a ¾ length raglan t-shirt.
And this year we did a sherpa lined hoody, so it’s kind of like
sheep wool lined inside your hoody for extra warmth. They came
out really great. We always try to do one or two items that are a
little bit different, a little bit off the skew.
Cassi: Have you had to discontinue any styles because they didn’t
Sam: Not yet. We haven’t had any that people just really haven’t
liked yet. We’ve been kind of, I’d like to say really well
researched, but it’s likely more luck than anything as far as our
styles go. We’ve also tried to keep it pretty basic as far as the
cuts of the t-shirts. We like to stay pretty conservative; making
sure that it’s a type of style that our graphic would wear.
Cassi: What is the quintessential Icelantic garment?
Sam: I’d have to say it’s the Icelantic hoody. They’re definitely
our best sellers. They’re definitely something that you’re going
to use on the slopes everyday after you get done riding, and
certainly something you’re going to see the most out on the
streets, because it’s kind of been the flagship of the apparel
line. Well, actually, the hoodies or the Flex Fit hats.
Cassi: Do you have kids sizes?
Sam: We don’t do any kids sizes, but we do run our sizes from
small all the way through extra large. So, for instance in the
hats, a small hat will fit a kid. So there’re no worries there.
And then for the rest of the line we have ladies cut and men’s
cuts in every garment so we definitely can find a size that will
That’s is for this week. Next week Sam will return with the
future of Icelantic apparel and much more!
P.S. — If you’re in the Denver area, be sure to check us out at
948 W. 8th Avenue, our new home in Denver’s art district. We’d
love to see you!
Copyright, Icelantic LLC, 2007
Friday night is our GRAND OPENING at our NEW LOCATION in DENVER,
COLORADO! Bring your friends!
The Icelantic Gallery will open its doors for Santa Fe Artwalk’s
“First Friday” on Friday September 7 th at 6pm. There will be
killer art, one-of-a kind skis, live entertainment by local band
“Paper Bird” and complimentary refreshments.
Where: 948 W. 8th Ave, Denver, CO
When: Friday Night, September 7th, 6:00pm
Google Map: http://tinyurl.com/2qgm57
The Icelantic Gallery combines the ski and art worlds in an
innovative, synergistic way. It will feature new exhibits monthly
from local artists as well as original art by Icelantic’s Head
Artist Travis Parr, who has exhibited in Space Gallery, Denver,
Space Junk Gallery Grenoble France
The gallery will also feature the “Art of Ski Making” told in
detailed photos by Jeff Nass (Transworld Snowboarder, Thrasher);
a retail shop featuring Icelantic’s current ski line, apparel and
prints of the skis original artwork; a show room for interested
dealers and, offices for Icelantic’s employees.
Since Icelantic was awarded the ISPO “Best Hardgood of the Year”
award in 2006 in Munich Germany, it has been pushing the limits
in the ski industry and in the art world and now has distribution
in 8 countries and over 60 US shops.
See you Friday!
P.S. — Here’s a Google Map to the location:
Copyright, Icelantic LLC, 2007