press kit - SIA Snow Show

2014
PRESS KIT
MEET
DISCRETE HEADWEAR
If you want to go formal, give Tim Akers, our marketing guy, an email // [email protected]
PRO SKIER AND PERPETUAL CLIFF HUCKER
JULIAN CARR, FOUNDER OF DISCRETE;
BEST KNOWN FOR THROWING A FLIP OFF A
210-FOOT CLIFF IN 2006.
DISCRETE HEADWEAR IS A NETWORK OF ATHLETES, ARTISTS,
AND REGULAR OLD SKI BUMS LAUNCHED IN SALT LAKE
CITY BY PRO SKIER JULIAN CARR. WHAT STARTED AS A
FEW BEANIES HAS EVOLVED INTO A FULL LINEUP OF APRÈS
AND CASUAL APPAREL BUILT ON THE PHILOSOPHY THAT
LOUD, FLASHY FASHION TRENDS SERVE BRANDS MORE
THAN THEY DO CUSTOMERS.
WHAT’S IN
A NAME?
FOUNDER JULIAN CARR WAS SITTING IN CLASS
AT THE UNIVERSITY OF UTAH IN 2003 WHERE HE
WAS
LEARNING
ABOUT
DISCRETE
VARIABLES
THE WORD DISCRETE COMES FROM THE 15TH CENTURY
THAT EXIST “IN THE SENSE OF NOT SUPPORT-
LATIN WORD DISCRETUS, MEANING SEPARATE. DISCRETE
ING OR REQUIRING THE NOTION OF CONTINUITY.”
THE COMPANY EMBODIES SEPARATION FROM THE
PACK. WE ARE UNIQUE; A CONCEPT AND STYLE
THIS IS WHERE THE NAME DISCRETE HEADWEAR WAS
THAT FOLLOWS NO TRENDS, OPENS THE DOOR TO
BORN. A BRAND THAT COMPLIMENTS ONES UNIQUE
INDIVIDUAL PERCEPTION, AND KEEPS A STEADY
PERSONAL STYLE INSTEAD OF OWNING IT. DISCRETE
PULSE ON SIMPLICITY.
CONTINUES TO GROW ITS OFFERINGS BASED ON
THIS FOUNDING PRINCIPLE, PAYING HOMAGE BY
WE INVITE YOU TO EXPERIENCE
NAMING PRODUCTS AFTER MATHEMATICAL TERMS.
DISCRETE STYLE.
FEATURED
PRODUCTS
CACHE JACKET
Feature Color: Black/White
Poaching hot tubs isn’t technically a varsity sport, but the Cache Letterman Down
Jacket is ready to help you try and make it one. It’s the perfect getup for nighttime
reconnaissance missions around town, with warm and light 90/10 down
insulation, rugged nylon fabric, and a polyester taffeta lining that’s so soft you
won’t have to bother with a shirt, which’ll speed up your getaway when the
security guard realizes that you’re not actually a guest at the $1,000 a night hotel.
The mesh-lined pit zips will cool you down and the drawstring hood will keep your
identity a secret. The Cache’s 10K/15K waterproof treatment it will repel evening
mist, morning drizzle, and sloppy snow so the down stays warm and you don’t get
wet until you want to. Zippered hand pockets and an internal stash pocket are key
for holding stuff (and even things), and the hem binding helps lock out snow and
drafts while you’re cementing your position as captain of the poaching team.
FORTYONE MITTS
Four fingers, one thumb. That’s the math behind the
Forty One Mitts, which are Discrete’s versions of a
classic workhorse ski mitten. The Forty One is tough
and supple, with a full leather body that’s lined with
HeatRac synthetic insulation and equipped with a
stretchy elastic cuff to keep the snow out and the
heat in. Each pair comes with SnoSeal waterproofer,
too, which you rub into the leather for an extra shot of
weather-resistance. Take ‘em skiing, snowboarding,
snowball fighting, or even into the kitchen to use as
oven mitts, if that’s more your thing, but don’t worry
about cold and wet paws.
ICON JACKET
Feature Color: Grey/Black
It’s a pretty good bet that all the “skiers” from LA and New York are rocking
similar puffy jackets when they’re hitting the town after a day on the slopes.
We’re not into similar, though, which is why we gave the women’s Icon
Down Puffy Jacket a whole lot of unique style to keep you distinct from the
hordes of flavored-vodka-drinking, green-circle-cruising ladies. The Icon’s
loaded up with super-warm 90/10 down that’s sewn into horizontal baffles
on the body to prevent the insulation from shifting and complemented by a
super-stylish quilted pattern on the upper body and hood, to keep you from
blending into the puffy-clad masses on Main Street.
Weather happens even when you’re downtown, so the Icon’s polyesterlined nylon shell has been treated to be 10K waterproof and 8K breathable,
with pit zips that’ll come in handy when you’re getting a little warm racing
your friends back to the condo to see who can be the first one in the hot
tub. If you’re so far ahead that you can take a break, pull your hands out
of the zippered pockets and slip your phone into the inner stash, because
you’re gonna need both hands to make enough snowballs to properly
“welcome” those slowpokes home.
NULL FLANNEL
Feature Color: Orange/Blue/Brown
If simplicity is the most important thing in life, flannel has to be
number two. Lucky for you, the Null Shirt has plenty of both,
making it the perfect button-down to wear when you’re scarfing
down some après grub, splitting wood at your Montana cabin,
and tuning your skis before the big AK trip. We made it from
super-soft cotton, built in two chest pockets to hold necessities
like gummy bears and pocketknives, and gave it a long, slim fit
for plenty of coverage and uncomplicated ski-town steeze.
ATHLETES
14/15 TEAM
SKI
Brody Leven
John Collinson
Sierra Quitiquit
Rachael Burks
Hayden Price
Cody Barnhill
Wiley Miller
Abe Kislevitz
Julian Carr
JT Holmes
Chris Logan
Dane Tudor
Colter Hinchliffe
Todd Ligare
Dania Assaly
Josh Daiek
Parker Cook
Keri Herman
Mirjam Jaeger
Trevor Akimoto
Walter Wood
Tyler Ceccanti
Kalen Thorien
Ross Baker
Erika Vikander
Celia Miller
Matt Annetts
Amanda Cordell
Amanda Batty
Gabe Spotts
Shylio Sweat
BOARD
Graham Banks
Hagen Kearney
Sam Taxwood
MTN BIKE
Dustin Schaad
SKATE
Matt Fisher