It is the third day of SIA. That means no one really knows which way is up or down, let alone what day of the week it is. But I just checked my phone, and it’s Saturday. It’s hard to make sense of what’s what but this stuff stands out above the rest.

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Everyone recognizes Holden for their impact on the aesthetic of snowboard outerwear, which is undeniable. But especially in the brand’s early days, they were producing high quality outerwear at an affordable pricepoint. 2017 marks a return to this philosophy. The new Holden line packages street-inspired looks with technical fabrics at a reasonable price. The 3L Fatigue pant uses a soft, stretchy 3L material like nothing we’ve ever felt before.

Burton turns 40 this year. That’s crazy. One things is certain — Burton loves collaborations — and some are pretty rad, like a boot with Danner and Danny Davis’ new Easy Livin’ with Led Zeppelin graphics.

K2’s 2017 season is shaping up to be one full of unique board profiles. The Party Platter is based on the popular Cool Bean, but sheds the swallowtail and a little width to create a more universal ride. K2 is also adding high-end products with mellower flexes, ditching the stigma that top shelf product has to be stiff.

anon. introduced MFI on the M3 this season, which allows a facemask to attach magnetically to the frame of the goggle. Next season, MFI is available with more facemask options — including a hood — and offered with the M2, and WM1 goggles.

PUBLIC is a new snowboard brand Joe Sexton is behind. The graphics are sick — almost reminiscent of Palace Skateboards — or just something outside of the snowboard space — which is refreshing. This is a brand we’d love to see take off.

Celtek has a collaboration mitt with former Snowboard Magazine Editor Susie Floros’ internet-famous cat, Floyd the Lion. Floyd made an appearance at the Celtek booth today, and we utilized our connections to get to the front of the clamoring crowd for a photo.

Volcom has a full Bryan Iguchi kit — pant, jacket, riding vest, and base layer — integrated with Storm Zone, which puts extra waterproofing and breathability where the outerwear takes the most weathering, and adds four-way stretch where you need extra mobility.

That’s all we’ve got for today. If we don’t stay out too late tonight, we’ll have more product previews tomorrow.

Check out what we saw at SIA day one and day two