ThirtyTwo launches Transition collection to be worn both on and off mountain

By

Cassidy Mantor

Published
Jan 29, 2018

Snowboard brand ThirtyTwo has announced it is launching a new apparel collection called Transition which can be worn both on and off the mountain for action sports ranging from snowboarding to skateboarding.

The collection features the brand's proprietary water-repelling technology, four way stretch fabrics and water-resistant zippers and pockets. The debut collection includes fleece shirts in both crew-neck and button-down styles, zip hoodies, and jackets in both lightweight and insulated styles.

The aptly named collection is designed to be as functional on the mountain as it is for lifestyle wear, and took style inspiration from skateboarding and street style.

Transition launches at a time when market research shows millennial consumers are buying more apparel and less hard goods and gear. As Outdoor Retailer and Snow Show wrapped up this weekend, consumer data-tracking service NPD Group revealed gear sales for the outdoor industry were down 6 percent for the 12 months ending in December of last year.

Boots, one of ThirtyTwo's core categories along with outerwear and apparel, were used by NPD Group's Matt Powell, senior advisor for the sports industry, as an example of shifting consumer habits. "The most extreme condition some of these boots are going to have is walking from the Prius to the craft brewery," he stated.

Despite a dip in sales for outdoor equipment on the whole last year, the snow industry has fared well so far. NPD reported that for the first four months of this year's snow season, equipment sales are up 7.8% over last year. A total of $2 billion has been spent so far on snowboards, skis, boots and bindings.

ThirtyTwo has called this year's Transition collection "just a preview of what's to come" for its 18/19 season. The collection is available online and ranges in price from $40 for a long-sleeve thermal shirt to $120 for an insulated jacket.