The Artec Project, once a sub-series of Elan Snowboards, is now being announced as an independent snowboard company simply called Artec Snowboards. Originally conceived in 2004, The Artec Project has picked up several awards in recognition of innovative triumphs including the patented Omega Sidecut and Artec Blueprint.

The ‘08 collection will be available this fall featuring 8 different models for freestyle riders. There will be two pro model series for Artec riders Gabe Taylor and Laura Hadar. The rest of the Artec pro team consists of Nima Jalali, Jake Devine, Gus Engle and Johnny Miller. Not exactly the all-start team found in companies like Burton but not a horrible team either. I should mention that we’d never expect an all-star team from a startup though. Not only do they not have funds to support it but often times the top-notch riders don’t want their names associated with an unproven brand.

Elan has never really achieved a high level of success with either snowboarding or skiing. Their products have always been sub-par and often times associated with the ‘barney’ image. It will be interesting to see if Artec can breakaway from those stereotypes and become a core brand. The company currently has no website but says one will be available in September at http://www.artecsnowboards.com.

Artec Snowboards

The fate of Rusty apparel has been in question since April when R.. & Everything Else Inc, the parent company of Rusty Surfboards and Apparel, canceled their 40 year licensing agreement with C&C Companies. The separation was actually a fairly nasty one and it didn’t seem that C&C wanted to let go. Well, there’s no longer any question as to Rusty’s fate now that the La Jolla Group has acquired the North American license for Rusty apparel and accessories.

The La Jolla Group also holds the licensing rights for other major brands in the industry such as O’Neill, Lost, and Metal Mulisha. They have done a pretty solid job with these other brands and Rusty fits right into their culture as a brand with deep roots in surfing from legendary shaper Rusty Preisendorfer. Rusty also supports some of the top surfers in the world, Jamie O’Brien and Josh Kerr.

Charlie Setzler, VP of Sales for O’Neill, will take over as President of Rusty North America. Charlie had this to add…

“Rusty is a tremendous brand with a rich heritage in surfing. Rusty has all of the components of a successful surf brand; strong retail support, some of the most well known surfers on the planet in Jamie O’Brien and Josh Kerr, one of the most recognizable logos in the industry, and most importantly, the connection to world renowned shaper Rusty Preisendorfer. I plan to assemble a team and deliver product that reflects the creativity and forward thinking of our world class athletes and Rusty, himself.”

“I leave O’Neill with a heavy heart knowing that, after ten years, I will not be a part of a brand that will continue to sky rocket to the top of the surf industry. However, I am stoked to begin a new chapter and build a team that will take Rusty in to an exciting new direction and keep the rest of the industry on their toes.”

It will be interesting to see the direction Rusty heads over the next few years under the direction of seasoned executive Setzler. Rusty has always struck me as a brand that’s kind of been on-again-off-again throughout the years. I remember some years their apparel was sold in just about every shop in the country and some years they were nowhere to be found.

Rusty
La Jolla Group