I continue our interview with High Society Freeride co-founder Jason Flynn. We continue to catch up on business, the meaning behind HSF, lame trends and where things are headed. Click Here to check out part-1.
MSR: What’s your favorite ride spot?
JFlynn: Aspen Back country – steep & deep
MSR: Where did the name High Society Freeride come from?
JFlynn: My business partner Reggie had a vision one day while slaving for the man at a shop in town – Some lady parked a Range Rover on the sidewalk and got out with a stupid toy dog and a big fur coat (it was March) and it just dawned on him that this is what people think of when they think of High Society. But then there is us, and we were living in Aspen and enjoying the fine things too, but with appreciation and class. So that makes us High Society too. It means whatever you want it to mean though.
MSR: What are some new things we can see throughout your product line?
JFlynn: We released our Rocker and Camber technology this year in two of our board models and are working on a early rise rocker ski.
MSR: You’re a snowboarder, what gives with the skis?
JFlynn: I'm a soul rider, and High Society Freeride started as a snowboard company, but late in ‘03 it was evident twin tip skis were going to be the next big thing. And since Reggie and Jeremy both are hardcore skiers, we decided to become the first ‘Free-ride' company and designed the FR models you see today. If you trace it back, we were on the leading edge of small batch, twin tip free-ride ski manufacturing. Before Forefront, Ninthward, Liberty or any other small brand. The only one before us was Line.
MSR: You’ve got some killer designs on everything – anyone solely responsible for these that you want to shout out to?
JFlynn: As far as our graphics go, we have a team of artists that work year round giving us creative ideas for clothing and hard goods. We are always open to new artists too.
MSR: I dig the phrase “money can’t buy class”, what’s the story behind it?
JFlynn: Well, Reggie and I were driving up Indy pass where we like to throw ideas at each-other, and occasional insults, when this Range Rover peeled out of a driveway and almost killed us both which led to a short bitch fest about the rich and how sometimes they forget there are other people in the world, and they can be the rudest people on the planet – just cuz they're rich doesn't mean they should treat others like assholes. We are poor ski/snowboard bums, but we are classy – and that's it.
MSR: Where can we check out HSF gear in MI?
JFlynn: miskireport.com
MSR: How do you start designing a new ski or board, what are some of the things you have to take into consideration?
JFlynn: It starts with a need and develops from there.
MSR: Where do these considerations come from, riders, industry peeps?
JFlynn: Our team input gives a lot to go on. We as the primary designers usually take our ideas to our pros and through their testing, come up with the end product.
MSR: What are some of the key features in HSF’s gear that makes you guys stand out?
JFlynn: We are small batch production so quality control is at its best. We are also on the cutting edge of camber technology utilizing rocker and camber in our board lines as well as a rocker type ski to be unveiled at the trade show in Denver this year. (hopefully)
MSR: What are some of the biggest changes you’re currently seeing in ski/snowboard technology?
JFlynn: Reverse Camber (Rocker) – its taking the ride to another level in all aspects of riding except racing.
MSR: ‘Rocker’ is all the buzz right now, talk to us more about this, what’s your take and where do you see its advantage?
JFlynn: We are doing rocker and camber in 2 of our boards. This gives you the edge control and stability of camber tech and the ease and forgiveness of rocker.
MSR: What’s the trend this season and do you see it progressing?
JFlynn: The trend right now is all about camber technology and the versions that work best. Ours is the best of both worlds and will be very tough for other companies to out do.
MSR: What are some lame trends you’re seeing right now and what should be done about it?
JFlynn: The tight ass jeans on the mountain- you cant ride in that crap and the kids looking up to the older guys see it and copy them and its just bad for everybody. they think its 'punk' but first of all to quote Jello Biafra, 'a haircuts not a lifestyle' and further more, wearing chicks jeans is for girls- guys don't show up at the clubs in dresses, so… just end it already.
MSR: What are some of your favorite projects you’ve worked on or been a part of?
JFlynn: This whole thing man.
MSR: You’ve been in business now for 6+ years, what keeps you going and motivated everyday?
JFlynn: We are living the dream & making a career out of something we love- it doesn't get better than that.
MSR: Enough about snowboards, skis and swag, what do you do in the off-season?
JFlynn: I like to spend a couple weeks surfing somewhere- skate boarding, downhill mountain biking, hunting, and traveling.
MSR: What’s the future hold for HSF?
JFlynn: Big things man, big big things – wait until you see next year’s gear!
MSR: Any advice for young riders?
JFlynn: Don't forget your roots and don’t ever give up on your dreams. As Hunter S. Thompson put it "Buy the ticket, take the ride"
Catch more of Jason's backstory in Part-1 of our interview series.
To see more of the High Society Freeride product lineup check them out at highsocietyfreeride.com