SIA 2017: A first look at next season’s snowboard products
Every year, thousands descend on Downtown Denver for SIA, the largest winter sports trade show in North America. It is a seemingly endless maze of
words: Jens Heig
Every year, thousands descend on Downtown Denver for SIA, the largest winter sports trade show in North America. It is a seemingly endless maze of booths, both extravagant and modest, each jostling for the attention of countless retailers that attend in search of what will stock their shelves for the coming season. But towards the back of the massive showroom is where the future of snowboard product is on display, and where the cogs of this industry continue to turn.
While Parts & Labor housed a collective of largely small, independent brands, SIA is where you will find some of the largest and most recognized companies in snowboarding, with smaller brands joining them across the showroom floor.
With one of the deepest winters in recent memory for much of the West, there was an unmistakeable air of optimism. That optimism is a result of strong sales and innovative product developments that created a palpable buzz across the trade show, something that has been diminished in years past. Companies are sustaining their advancements in product technology across all categories, with advanced goggle lenses proliferating across more models with Dragon, Oakley, or Smith, outerwear companies mastering new fabrics for highly waterproof, yet breathable and comfortable products, or board companies continuing to offer designs that expand the mind and the quiver.
Possibly the most apparent design trend across the show was a toned-down approach to outerwear design. Rather than opting for loud patterns that were previously part of almost every company’s line, many took a much more subtle approach to color choice and fabric selection. Earth tones were everywhere, even across women’s product and with companies that are known for a tendency towards boisterous design. Clean lines, considered fits, and styled performance were traits that we saw throughout the show.
One thing to remember is while all of this new product graces this story below, many shops across the country are still outfitted with some of the best snowboarding products money can buy. Stop by your local boardshop, talk to its staff, and they will get you set up with the exciting new start of the snowboarding experience.
Reader be warned, there are many, many photos below.