Nothing but awesome here! Legendary snowboarder David Carrier Porcheron ( DCP ) visual explorations of waters behavior in various states in the film Into The Mind. Also featuring friends of DCP in skiing, snowboarding & climbing.
Visit Action Sport Optics, ASO is your #1 online source for action sport & lifestyle related optics. We pride ourselves in great products from the leading brands, superior customer service & fast shipping. Eyewear is our vision!
Anon introduced Magna Tech Lens Technology last season and has established anon. as the industry leader in lens interchangeability & goggle technology. We wanted to catch up with anon. Global Brand Director Randy Torcom to learn a bit about himself, and get his insights into all things anon.
Tell us a little about yourself and where you’re from:
I’ve spent the majority of my life in the Pacific Northwest, that’s where I consider home to be. People who know me well would probably say I’m a work hard – play hard kinda guy. I’m constantly plotting my next adventure. No doubt that I take my work seriously, but I take my spare time even more seriously.
What is your position at anon., and what does this position entail?
Global Brand Director. I oversee all aspects of our global marketing efforts. From retail merchandising, team, events, advertising, and creative I’m tasked with ensuring that our brand identity and product initiatives are conveyed properly and support sell-thru in the most successful ways possible.
Where can we find you on the hill?
At various mountains in Northern Vermont, hauling ass through the woods, slashing everything in sight. Jay Peak and Stowe are my favorites but I like to hit up Smuggs and Sugarbush from time to time as well.
When you’re not ruling all things anon., where can we find you?
Paddling and camping on Lake Champlain, hiking the Green Mountains, road biking through the Adirondacks, mountain biking in the Northeast Kingdom, or kicking it with my friends and family.
What do you enjoy most about working with anon.?
I like the challenge of having diversified responsibilities; I wear a lot of different hats here. I’d have to say the most rewarding part has been watching how much people’s perception of this brand has changed in recent years. With the introduction of the M1 in 2012, M2 – plus a complete line of high end helmets in 2013, anon. seems to be unstoppable.
How long has anon. been in the goggle business? give us a little history on the brand
Anon. was founded in 2001 by Burton Snowboards. Since then we’ve prided ourselves on making the most elite accessories in the winter sports industry.
Anon. really stepped up the game last season with the introduction of Magna Tech Lens technology on the M1 frame, can you tell us what Magna Tech Lens technology is all about and what went into the development of this technology?
Magna-Tech Lens Technology utilizes rare earth magnets on the lens and frame of the goggle creating an ultra-secure, self-aligning engagement. The technology has established anon. as the leader in quick lens change technology. As for the development process – it’s easy, they’re magnets. We often ask ourselves why we didn’t think of it sooner!
How much testing and product development goes into a technology like this before it’s released to the market, how long was Magna tech lens technology in development before it hit the market?
Before the M1 released to the public, Magna-Tech had been in development for over 2 years including rigorous on snow testing with our team riders to help ensure retention levels were on point.
How has the technology progressed from the M1 into the new 2014 M2 Goggle?
The M1 has 6 connection points providing a combined retention of up to 16.5 lbs. while the M2 Goggle features 8 connection points providing a combined retention of 22 lbs. If you thought the engagement / disengagement couldn’t get any faster with the M1, the M2 is guaranteed to blow your mind. The frameless design of the M2 provides an even faster and easier lens changing experience.
What makes 2014 anon. goggles unique, original & an industry leader?
For 2014 we’ve pushed the limits of design, style, and technical execution. With the launch of the M2, 2014 anon goggles are hands down our most technically innovative line of goggles yet.
Why should someone buy anon. goggles?
We’re passionate riders that are dedicated to ensuring that every anon. product delivers an unparalleled riding experience as well as – providing the ability to make your own style statement.
2014 Anon M2, click image to view:
How do anon. athletes contribute to the development of anon. products?
Our product development team is in constant communication with our team riders. Whether it’s about design, color, fit, or technology performance, the riders input and feedback always gets incorporated into the final product. By far, they’re our most valued product development asset.
Anything else going on with anon. you’re excited about?
Our iPhone app is next level. It features a live Lens Visualizer that allows you to view our complete line of lens tints in your on snow environments. It enables you to make on the fly decisions about which lens tint will perform best in whatever weather conditions you’ve encountered that day. Additionally, it features journal entries from our team riders giving you the inside scoop on their whereabouts + the ability to keep your own riding journal.
Thanks for chatting with us, any final words or shout outs?
Thanks to you, the consumer! Thanks for your passion and dedication to the mountain. Thanks for getting off your ass, away from your television, and thanks going shredding! Thanks for supporting brands that deserve to be supported.
Visit Action Sport Optics, for anon. products, ASO is your #1 online source for action sport & lifestyle related optics. We pride ourselves in great products from the leading brands, superior customer service & fast shipping. Eyewear is our vision!
Cool video with Electric Visual to get you hyped up on old man winter being on our heels! The Electric EGV & Electric EGB2S are brand new frames in the 2014 Electric Goggles collection for this winter that are highlighted in the video as well, check it!
Visit Action Sport Optics, for 2014 Electric Goggles, ASO is your #1 online source for action sport & lifestyle related optics, we pride ourselves in great products from the leading brands, superior customer service & fast shipping. Eyewear is our vision!
We caught up with partner of Ashbury Eyewear Nima Jalali to learn a little background info on the brand and what’s happening on the day to day in the Ashbury Emporium.
Give us a little history on Ashbury Eyewear, how did the brand start, how long in business, what makes Ashbury Eyewear unique & different in todays crowded market place?
Ashbury Eyewear started out of a garage 6 years ago in Los Angeles, California with myself, Mike Hakker & Lance Hakker. I think what makes us unique is that we are just young snowboarders who started a brand with friends and had our friends help in brand direction, design, product & marketing.
When you’re not in the Ashbury Emporium ruling all things Ashbury, where can we find you?
You can find me skateboarding, snowboarding, hanging with friends & playing golf which has been a new one that I picked up.
We just got the 2014 Ashbury goggles in stock, what makes 2013-14 Ashbury goggles stand out from other brands, what makes Ashbury unique & original?
I think it just comes back to design, team rider driven designs. All of our products are what we want to see and not products designed just because we know it will sell. We take a lot of feedback from our team and incorporate that feedback into designing our new lines.
What is new in the 2014 Ashbury goggle collection? Is there something your most amped about?
There is a lot of new designs that I am really hyped on but our Bullet frame with a wide field of view, spherical lens + bonus lens at a great price has been really successful. We are also working on developing a new goggle frame for winter 2014-15.
Why should someone buy Ashbury goggles?
For a quality product & to support snowboarding and snowboarders, when you buy Ashbury goggles you know you are supporting a 100% rider owned brand whos main goal is to give back to snowboarding.
Being a partner in Ashbury Eyewear what do your day to day duties consist of ? Give us a rundown of a day in the life of Nima Jalali.
I run all production and sales for Ashbury, I wake up and work until I go to sleep! If it wasn’t for the Iphone I wouldn’t be able to leave a computer, ever!
What do you enjoy most about being in the Eyewear industry & building the Ashbury brand?
I like eyewear & I was always picky about the goggles & sunglasses I wear. It’s cool to be able to design product from scratch that I really like to use and see it become reality.
Where did the name Ashbury come from, what inspired this?
We just all really liked the name, I think we were flipping through 60’s garage books and that name came up because of Haight Ashbury.
Who designs the Ashbury sunglass frames? Are they unique frames to Ashbury? And where does the design inspiration come from?
The design on our sunglass frames are a collective effort by us, our team & our friends. They are all unique frames to Ashbury with inspiration coming from our lifestyles, fashion and music.
All Ashbury sunglasses come with Carl Zeiss Lenses, what is so good about Carl Zeiss Lens technology?
They make the best camera lenses and the best sunglass lenses hands down! There is no question that you can tell the difference in quality from a regular sunglass lens to a Zeiss lens.
How was the transition from Pro Snowboarder into business partner & owner of a growing brand?
It was a pretty easy transistion, I think I’ve always had a pretty good work ethic and I have always been really interested in business.
How long has Ashbury been in the goggle & sunglass business? Was it sunglasses first then goggles, or the other way around?
We’ve been around for 6 years now & developed sunglasses and goggles at the same time.
Owning and running a brand is a busy lifestyle, but you are a rider owned company, where can we find you riding in the winter? With who?
Bear Mountain with all my friends!
How do Ashbury team riders have direct input into graphics & product development in both goggles & sunglasses?
We work closely with our team riders on their signature goggles and shades & we always ask for feedback and ideas so we can turn that feedback into new products.
Any new frames in the sunglass collection coming down the pipes?
We have a couple in the works & are going through the development stages right now and they should be out soon!
What is the most versatile frames for the price in the collection?
I personally am hyped on all the styles, but our new Pistol frame has had great feedback and delivers great style, quality and a good price.
Ashbury Pistol Sunglasses
What can we expect from Ashbury moving forward in sunglasses & goggles?
We just want to keep doing what we are doing and keep coming up with creative and cool product that our crew & team is hyped on.
Any final thoughts or shout outs?
Thank you for supporting a rider owned brand and thanks to Action Sport Optics, we appreciate the support!
Visit Action Sport Optics for Ashbury Eyewear & Goggles, ASO is your #1 online source for action sport & lifestyle related optics. We pride ourselves in great products from the leading brands, superior customer service & fast shipping. Eyewear is our vision!
