Interview by Jeff Carvalho and Frank the Butcher.
Because they're a functional brand they still have appeal...
HF - Yes, the appeal. And they really care about the real snowboarders.
For the Japanese market when it comes to technical gear, how important is quality and function of the product... I think in the USA, there is a slight difference where it is more about the budget and price point for the product. Is the technical aspect and quality more important in Japan or the price point?
HF - The price point is more important now since there are more competitors. Every fashion company/brand makes mountain gear. Burton has so many competitors but ... Burton has the best technique and technology.
Can we talk a bit about Idiom and how you became involved with Burton to establish the collection?
HF - I was always wearing AK which was the best line from Burton. Me, Hiroki, and Greg [Dacyshyn] were taking about maybe doing something using Burton technology to do more outer-wear and thats how it started.
Do you remember when these conversations began about Idiom?
HF - That was mid 90's I guess. Long time ago. When Greg came to Japan, we would go snowboarding and talk about what we could do.
How did you meet Greg Dacyshyn initially?
HF - I met him through the Burton Japan people and then we went to snowboarding together. We became very good friends and still are.
Now you have done many many things. You have designed a variety of things from guitars to soft goods to sneakers to clothing... what is your favorite medium or palate to work with? Is it sneakers?
HF - I worked on sneakers with Nike and guitars with Martin, and usually pick from my favorite brands. I believe Burton is the best snowboard brand thats an outer gear brand. I am really pleased to work with them.
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