DYE launches into snow sports market this January at SIA

Comments by Snowboard Magazine/

In the early 90s, Dave “Youngblood” started Dave Youngblood Enterprises known today as Dye.

The mission of Dye was to push the limits of design, and deliver groundbreaking technology establishing themselves as leaders of design and manufacturing in the action sports world. Over the past 17 years Dye has done exactly that.

Introducing a Snow division of the brand has been a dream for years. It was only a matter of time.  Dropping in to Snow, Dye will take the same approach it has from day 1, to design and engineer innovative products that reward the customer with a remarkable experience from the brand. “We have an amazing team of people with this brand, that have an incredible ability to design product,” says DI the Sales Manager at Dye Snow. That is a heavy statement coming from 20 years experience in the business.

Owned by a designer and athlete Dye is receptive to the wants of today’s riders. Additionally Dye owns its factories, and first hand is able to over see the creation, development, production, marketing, distribution and sale of everything they make. That allows for faster deliver times, better quality control, and faster product evolution. The end result is a great product, with a designed purpose, available at a competitive price.

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The Dye T1 goggle system

The Economy shook up action sports in a big way. Retailers, brands, and customers alike have all had their struggles, unfortunately some fell victim to hard times, but through it all opportunity is peeking its head up on the other side. Always ready for a challenge, Marketing Manager Joel Kramer had this to say in regards to the state of the market;

“The Snowboarding market is maturing, the first generation of riders are ageing, have steady careers and are starting to have children. They are educated, and make educated buys on quality products that represent their lifestyle. Action sports athletes are becoming major icons in our society, and continuing to build the image of our sport while bridging that mainstream gap. Giving credit to modern technology, the 15-25 year olds are more informed than ever. This market wants options, it has become very apparent in hard-goods over the past 10 years, we feel soon you are going to see the market diversify in accessories and eyewear as well.”

Dye is positioned to enter the market with snow goggles this season. Kramer and Nielsen are excited about the opportunity and look forward to building a family atmosphere while growing the brand. Team riders, shop managers, and retail buyers are all included into the Dye design formula.  Better input, leads to better output that is on point with the demands of today’s customer.

Keep your eye out for more news coming from Dye Snow.  Look for the entire line debut at SIA booth #515!

dyesnow.com