To those that have been following Whitedot for the past ten years will realise that the 2017-18 ski collection looks a lot like the 2016-17 skis collection, this is because they are! Right from the off-set we have produced a graphic cycle that runs over two full seasons, this is on purpose and let me expand on why.
After first creating the concepts for our skis (One, Preacher, Redeemer) back in 2007, we showcased them along with the ‘wallpaper’ prototype graphic to our interested distributors around all areas of the globe. The initial reaction to the skis was incredibly positive (which lead us to push forward with the development and mass-production in 2010) however one recurring theme was the request that the visual nature of the skis remain the same over two cycles, this was to give the retailers a much stronger value in the ski and longevity with the products in store. And to us, it created a much stronger brand value because it meant we didn’t have to do flash sales and mass discounting at the end of each season should we be left with any remaining stock, because technically it eradicated this issue.
That concept worked great for the retail side of the business though for Whitedot and the efficiency and ethical nature of production, it meant that we were not wasting stock and pressing products more than we needed too. Thus making the production cycle much more efficient, better on the environment and easier in the logistics. Now, I would never claim that we produce a massively eco-friendly product because due to the resins, fibres, metals and wood that we construct our skis with it doesn’t bode for a hugely carbon-neutral product however, what I can say and am confident in saying is that because of this two-yearly cycle of development and production, we reduce this impact significantly.
Wherever possible we do and have always done our bit for the environment, as much as we can. We recycle, re-use and up-cycle as much as possible during and post-production. The wood off-cuts from the milling of our cores are put back to work in the factory as a heat source for the facility during the winter months. The excess fibre-glass is trimmed and then passed on to a local concrete facility where they up-cycle it into their products, and all of the wood that we use for our cores is sourced within 30 miles of the factory from sustainable forests.
It is hard making skis without causing an impact though we are trying our best to make it as easy on our environment as possible. Changing the graphics every two years may seem like a small thing, though to us it makes a big difference.
Words Adam, Graphic Designer, Whitedot Skis.
Images courtesy (c) Simon Cook / @jadejphotos | Fred Syversen / Tim Barnett
Owen is a Lead mountain guide, and coverts a roll in the snowsports industry that many would sell their Kidney for, he works for the Northern Escape Heliskiing operation out of British Columbia.
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