When Did Style Become Substance?
This morning we were sent a sample from Boing, a new trader selling ”bands made from authentic, amazing coloured sailing and climbing rope, connected by a high quality tactile German engineered and Swiss finished clasp.” That’s bracelets to you and me. They retail at £20-£40 (yes, that’s right), and come in a whole range of colours and sizes, and if you want to go a step further and wear what looks like a hangman’s noose while you shred then you can get a neckband (necklace) for around £70.
Boing seem to be a part of a new trend that we’re noticing at the moment, probably best described as useless action-tat. A lot of the sport is about equipment, of course, and a lot of what we cover is to do with equipment, exactly because it has the potential to effect your snowboarding experience. First of all you want bindings, boots and a board that’ll stand up to the task. Then, if you have a bit more money you’ll probably want some decent clothing that isn’t trashed after one season, and going one step further you might want a GoPro or an ABS backpack. But the thing you notice about all of this kit is that you use it whilst actually snowboarding. Looking at the Boing press pack they seem very keen to emphasise that it can withstand every element, including snow and ice, they don’t really bother to explain why you would want it to, or need it to. Of course I want a sturdy board, but I’m not that fussed about how hard I can shred before my bracelet packs in.
It looks like the only thing it does is identify you with the sport, a sort of talisman you can wear so you look like a hardcore backcountry powderhound while you work your day job, stocking the muffin section at Tesco. Now there’s always been a tradition like this in snowboarding, which is pretty similar to all action sports, and that’s clothing. Because sports like this are also lifestyles, companies have always been keen to sell the style as a part of the life. And they can get away with it when their products are built to purpose, or even when they just have a basic function: it can be as simple as a Quicksilver shirt that covers you up. When they fall down is if they start to take the piss and market stuff that does nothing at all and still tries to be a part of a culture based on actually doing something.
So now Boing and bunch of other brands have tried to find a way to sell the culture without the actual sport. They’ve made a durable piece of kit that does bugger all.
When did being conscious about style turn us into gullible targets for action-tat? And why are action sports so prone to this kind of marketing? Leave your comments below…
I love that this was posted by an intern, but what I love more is that he’s a Chief Tea Maker.
I make coffee too.
Seems like a waste of money to me – I bet they don’t even have a magical hologram carved onto a fragment of Unicorn horn that’ll improve your balance and make you more attractive to women either.
That isn’t just limited to snowboarding though, that’s in everything. Think how much crap you can buy with a football teams logo, mugs, ties, golf tees, watches, jewellery etc. think of how the Hard Rock Cafe make more money selling merchandise than food. Even Coca cola, Bmw, Audi sell clothing, Jaguar sell those sport bags in Makro, Jack Daniels tee shirts, hip flask etc the list is endless. people will buy it no matter what their interest is. Not a fan of those bracelets though
Who cares, I started snowboarding 17 years ago at which point I could not afford to buy the latest kit. I was just happy to be out riding. Over the years I have bought products from many companies from Hammer (first board) to Type A, Ride, Forum and yes Burton and have bought these knowing that their marketing hype has likely influenced me and so what? I am just happy to be out riding and if I had been lucky enough to have founded a corporation like Burton and be as good as SW with my own private pipe then so be it. I have not been dragged in by the skinny jean era and nor will I be let them go ahead it means more money put into the facilities to provide for us all. Best to just get out on the hill and not worry about all the other stuff I don’t have time or the patience. Buy a splitboard(or make one yourself) grow a beard become a mountain goat and stop stressing :):)
I’m sure the irony isn’t lost on you that the large color picture and opening paragraph of this article is basically an advert for said ‘action tat’.
I don’t think this is going far enough. What we need is some proper relics: pieces of the one true board of T.Rice; lockets containing a shred of Shaun Whites infamous leopard skin pants; a bracelet made of the teeth of fallen rail heroes; Terje’s Method in a bottle; one of Palmers caddy hubcaps.. Infact, let’s not wait for Red Bull to start selling cans with prints of Aimee Fuller’s lipstick on, let’s start hunting down these things ourselves and make our fortunes! We’ll call it: THE QUEST FOR THE HOLY CRAIL.
i can make you one for 1.58 BGN
I couldn’t agree with you more Mr Intern aka ‘Chief Tea Boy’ on style over substance regarding glitzy ski / board kit that isn’t up to the job, it’s a disgrace! At BOING though you may be missing the point, we aren’t making, nor pretending to sell piste-bound hi-tech essential ‘action’ equipment – our bands are accessories and as your great picture shows, rather stylish unisex ones for wearing wherever you are, including on a rock face, face down in snow or enjoying a great après ski session, which is an integral part of any trip – your choice. Their ‘substance’ is a matter of fact, as each BOING band is made of top quality components as detailed on our web. This includes the finest genuine mountain rope – hence the not so ludicrous association with mountains and related sports. By all means challenge our marketing strategy but there are few companies who don’t choose to align their brand with some aspect of our lifestyle.
I would respectfully disagree with your word ‘tat’ which suggests cheap, poor value stuff, unfit for purpose, which is not something you can fairly claim – the test for this would be if people didn’t buy BOING bands. Since our June launch our Facebook ‘likes’ have exceeded 1,000 – not too shabby for a small start up, additionally we’ve sold thousands of these bands to people at numerous Events, including a lot at the London Ski & Snowboard Show, as well as on line. Our customers see the price / quality ratio and corresponding price level as far better than probably all other similar products out there or they wouldn’t buy. I am also confident there is a core of your readership that would appreciate a small article on complementary ‘non action’ related ski / board products or accessories, I can’t imagine every reader wishes to know the inner workings of bindings and equipment from cover to cover. Why not put that to the test with your readers if you can accept the challenge. So let me know, if Whitelines do want to do a piece – as I will happily send BOING bands for your team to enjoy too. BOING UP YOUR LIFE!
From Belinda – ‘Assistant Gluwein-Maker’
Snowboarding, surfing and skating (albeit skating to a much lesser degree)…… That some company is marketing accessories to this incredible style/fashion conscious group…… Shock horror. Like you’d buy a jacket that would last ten seasons if it looked like shit. Just someone trying to get a bite of the apple, if people’s like it…… Meh, qui sera sera.