It’s not summer anymore, but there’s no snow to be found. That means the only thing to do is check brand websites every day waiting for the new collection to drop. To make things a bit more interesting we’re going to be reviewing sites as they come out and ranking them so that by the time season gets here we will be able to crown a best and worst brand website of 2015/2016.
Holden. They moved to LA, had a bad time, and moved to Seattle. If they do what all my friends who move to Seattle do then next season they’ll be telling us all what huge Sounders fans they are and how they always have been. But what are they telling us this year?
Timeless? Credit where credit is due, Holden’s stuff does manage to not look dated quite as quickly as some other styles, But shouldn’t something have to be more impressive up front before we call it timeless? I’m not saying the stuff is bad, but I can’t think of any way to describe most of this year’s collection other than “normal clothes”.
Really, good on Holden for this one. They’re using bio-degradable packaging this year, their lamination process is solvent free, and taking PFOA out of their durable water repellent really is awesome. But being eco-friendlier isn’t the same thing as being eco-friendly. Like that hottie at the bar is friendlier after you buy them a few drinks, but that doesn’t mean you’re going to get friendly.
Is this an argument against change? Is Holden really taking a position against change despite being a part of a progression-obsessed industry and operating with a business model that counts on people buying a new jacket every year whether they need it or not? That’s a bold move, let’s see if it pays off.
But this is the real money right here. Corey Smith started Spring Break with a jig saw and some plywood, and now he’s got people paying $700 for a board and $600 for a onesie. If that isn’t some kind of snowboarding American dream, I don’t know what is.
So how’s the website? It’s fairly easy to navigate, looks pretty sharp, and unlike a lot of the competition all of the product information is up and appears to be accurate. They get bonus points for the Spring Break collab and for moving to more environmentally responsible manufacturing and shipping. But points off for friend-zoning the planet and taking a stand against change. Using my mostly arbitrary grading rubric I’m going to say that Holden gets a 62 out of 100. Which puts them at the top of the leaderboard, mostly because they’re all that’s on the leaderboard.