“For years we’ve steered clear of the usual product extensions that surfboard brands tend to take on”, said Firewire CEO Mark Price, ”preferring instead to remain focused on designing and building the best surfboards possible.
However, after repeated requests from both our retailers and customers for additional product categories, we felt it prudent to offer a very tight collection of T-shirt and hat designs”.
Price continued, “Its an opportunity to flesh out Firewire's branding as opposed to a first step on the road to a cut and sew offering. And given we’re also handling the global production and distribution of the Tomo brand, it made sense to take that step as well”.
The designs are currently available in the USA, Australia, Europe and Japan, and will be updated from time to time. While both the Firewire and Tomo collections are primarily logo driven, the Tomo designs also feature some of the sacred geometry design elements that Daniel ‘Tomo’ Thompson uses as inspiration for his innovative surfboard designs.
Firewire believes that minor refinements to the shape of today’s modern surfboards can only produce incremental performance benefits. Exponential improvements in performance require the ongoing development of new materials, construction methods and radical shape, which, in turn, will fuel new design success.
In addition, with the increased Eco-consciousness of today’s consumer, Firewire is constantly refining our raw materials to decrease the environmental impact of our boards. Currently our surfboards emit only 2% of the volatile organic compounds (VOCs) that conventional polyurethane boards do throughout their lifespan.
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