Torstein Horgmo and Andreas Wiig recently announced that they will be launching their new accessories and apparel brand AWSM in March 2012:
‘AWSM is dedicated to creating premium products that perform and look as good as you do, without compromising fashion and fun in the meantime. What started with an iconic sticker has now grown into a line of accessories that deliver in both performance and style, truly living up to its name. AWSM was founded for the active individual who is striving to find products that meet the daily demands of their AWSM lifestyle.’
With a product line focusing on belts, wallets, skate tools, hats and hoodies, the brand is looking to span several different action sports starting out with snow and skate. Team riders announced so far include the McMorris brothers as well as skaters Ryan and Scott Decenzo.
AWSM isn’t the first accessories and apparel brand to launch into the snowboard market in recent months. Icelandic rail destroyers Eiki and Halldor Helgason’s new belt and accessories brand 7/9/13 launched back in October on the back of much hype and anticipation. Both brands have strong team riders behind them, although one team is more contest-focused while the other is predominantly lifestyle and film-part riders. It will definitely be interesting to see the directions in which the two brands evolve.