FEBRUARY 28, 2000 ¿ Carlsbad, California ¿ Generator Distribution Co. Ltd. has announced a partnership agreement with SWITCH® Manufacturing to market Switch compatible TWIST® snowboard boots. Twist will offer three distinct Switch models in addition to the recently announced three conventional models. The boot line is designed to satisfy a broad spectrum of rider’s ability levels and desired performance criteria. The Twist boot product positioning will mirror that of the Twist snowboard apparel. That is, to deliver long retail margin progressive products at a tremendous price/value ratio supported with full brand marketing. The company announced that the conventional boot prices will start at $40 wholesale with retail margin offerings of 60 points or more. The Switch compatible models will start at $80 wholesale.
Designed from the ground up, the boots will offer three different liner technologies. Ranging from built-in to hand stitched to a 12mm heat moldable fleece lined high performance custom fit liner. All Switch compatible models offer the Switch “type 4” outsole with a fully integrated bail and PU midsole. Switch compatible models offer both internal (N type) and external (X type) highback versions. The entire line has been designed in conjunction with the Twist apparel therefore the color pallet and all branded components are intended to merchandise well together.
Generator Distribution’s VP, Cec Annett, (former snowboarding category manager for Airwalk) commented “After several years of developing, testing and riding different step-in systems, I am very happy to be able to partner with Switch Manufacturing. Switch makes a great product”. Switch President, Erik Anderson adds “We welcome Twist as our newest Licensee, and are excited to add them to our growing list of licensed partners. For the upcoming season, consumers will have the choice of over 30 models of Switch Compatible boots in styles ranging from technical freestyle to extreme freeride”.
Located in San Francisco, California, Switch Manufacturing has focused on binding innovation since 1992. Offering proven reliability, on-snow performance and a broad range of boot compatibility. Switch is recognized as the technical leader in snowboard binding development and manufacturing.
Generator Distribution Company Ltd., Founded in 1988, is a designer and marketer of highly technical snowboard apparel, streetwear and accessories. “Swag®” was launched as one of the industries first technical snowboard specific apparel and accessory brands. In 1993 Generator introduced “Prom®” as a womens’ specific apparel and streetwear brand. Generator acquired the “Twist®” brand in 1998 and is currently marketing it as the progressive alternative to entry price point snowboard apparel and boot brands. For more information call 800-900-SWAG or look us up at www.swag.com