2013/14 niche catalog

Welcome to the 2013/14 interactive Niche Catalog! Inside this catalog there are several places you can click which link to certain sites online. For instance, you can click on any artist’s name wherever it is mentioned, and it will take you to their personal website! There are also a few social media links as well as links to the official Niche website. So have fun scrolling through and don’t be afraid to get your click on.

Cheers,your friends at Niche

mission

page 6construction tech

page 8camber profiles

page10materials

page 12hardgoods

page 24line overview

page 28softgoods

Table of Contents

2013/14

Niche is based out of Salt Lake City, Utah and crafted in a small town in Austria. While we may have a local skate company feel, our focus is on high quality and environmentally friendly snowboards. Founded by a fusion of skilled craftsmanship and creative ideas, Niche is not your average snowboard company. We are rider owned, and passionate about making boards that are lighter, more snappy and more durable than most traditionally constructed decks.

At Niche Snowboards, we’re starting to realize our vision of the future by changing the way we think about the relationships between our materials, our environment, and ourselves. We believe anyone can do good if the doing comes from the heart. We hope our success will change our industry and lead to good things for you and the planet we all share.

Rider: Midori Oatari

Niche is rider-owned and operated in Salt Lake City, Utah. Everything is designed and tested locally in Salt Lake City and produced in Austria by one of the highest quality manufacturers, GST. Traditional snowboard manufacturing is toxic to the environment and to the people working with those materials. However, a love for snowboarding means respecting the environment. We strive to be at the forefront of innovation, and our main focus is on making the highest quality snowboards on the market, that also have the smallest ecological footprint. Our snowboards are lighter, snappier and more durable than snowboards made with traditional materials, which also gives us an all around smoother ride.

MATERIALSSome great things are now being incorporated into snowboard manufacturing, including: recycled steel edges, recycled topsheets, recycled base materials and sustainable wood cores. However, one of the largest components in a snowboard is the resin, which has traditionally been the most toxic. We are using something entirely unique in the industry: a bio-resin we call Snappy Sap™. We are also replacing the carbon fiber in the core stringers with hemp composites - a far more eco-friendly and sustainable option.

MANUFACTURING PROCESSNiche’s construction process consists of layering: a lacquer-free, Digi-Print topsheet; Snappy Sap™ bio-resin; Magma Fiber™ instead of fiberglass; hemp stringers instead of carbon fiber; sustainable wood cores; recycled steel edges; and recycled sidewalls & beeswax modified base material. All of which makes our process friendlier to our employees and the environment.

BOTTOM LINENiche snowboards are not only the planet’s most eco-friendly, they’re also lighter, more durable and better performing than boards made with traditional materials and manufacturing techniques. And, oh yeah, they kick ass on the hill.

Construction Tech

6

GSTWhile you may not know GST, you’ve definitely seen some of the boards they build. And now, Niche Snowboards also hail from GST’s factory located in Antiesenhofen, Austria.

GST’s focus on measurable quality has made process security the company’s highest ideal, and this translates into strict quality control measures at every step of the process. They have the world’s lowest warranty rate with an average of 0.3 to 0.4 percent, and some of their brands are as low as 0.05 percent.

GST has a clear, snowboard only philosophy. This includes not producing any in house boards, protecting all company specific innovations, and bringing GST innovations to the table for all the brands GST builds. GST has focused a great deal of time and money on building and buying the latest in technology to keep its brands on the cutting edge, and shares innovations, such as its structured base technology called “StrucTurn.”

GST is all about automating the portions of the process that benefit from exacting detail and then hand finishing each board to ensure the utmost in quality in shelf appeal.

GST also prides itself on being an environmental steward. This includes such measures as using 90 percent Austrian made materials, such as wood cores, and recycled water in the factory. They take care of the whole green balance, including energy, transportation, and the whole production process. GST also uses special UV lacquers and colors that require 90 percent less solvents than traditional lacquer and color processes.

7

Positive Camber

Flat Camber

Multi-Camber

Traditional camber provides more stability, bomb-proof landings, fast and responsive edge control, and tons of pop. A time-tested classic.

Flat camber is a perfect medium between reverse and traditional camber. It allows you to float better in pow compared to traditional camber, while still having a super skate-y feel with maintained edge control.

Multi-camber is a camber medley, which gives you the benefits of reverse camber, while maintaining optimum pop and control. Reverse camber between your feet, and camber zones extending to the contact points for a super loose, catch-free feel.

Camber Profiles

Magnetraction*

The wavy edge of Magnetraction adds contact points to give your board more edge control and stability, especially in icy conditions. It works like the serrated edge of a knife, and fixes the ‘squirrely’ feel that some reverse camber boards can have.

*Patent No.: 7,823,892 under license from Mervin Manufacturing, Inc!

Rider: Yale Cousino

Most snowboard makers cover their topsheets in a thick, toxic lacquer to add shine. This is not only toxic to the environment; it’s unhealthy for people working in the factory.

Digi-Print uses a lacquer-free topsheet material that’s also thinner than most snowboard topsheets. This cuts down on excess material and makes your board lighter.

We digitally print directly onto the topsheet, cutting up to 60% of the material and 75% of the energy wasted during alternate printing processes.

Digi-Print TopsheetTraditional resins can be extremely toxic to people and the environment. For our snowboards, we partnered with Entropy Resins to create our one-of-a-kind, Snappy Sap™ Bio-Resin. As opposed to traditional epoxies made primarily of petroleum-based materials, Snappy Sap™ Bio-Resin is composed of bio-renewable materials from the industrial waste streams of the paper pulp and bio-fuels industry.

These natural components help the environment by:

• 45% material sourced from sustainable, bio-renewable materials• Lower environmental impact from processing – reduction of greenhouse gas emissions, reduced water and energy consumption, reduced wastes• Eliminates harmful byproducts

Snowboard benefits:

• Increased elasticity – provides more pop and spring to your board• Super high adhesion properties help keep your board from delaminating!• Toughness – combined these benefits make your board bomb proof

Snappy Sap™ Bio ResinThe majority of the snowboard industry uses fiberglass in board construction. Niche has eliminated fiberglass, replacing it with Magma Fiber™ crafted from basalt.

Basalt is the product of volcanic activity. The fiberization process is more environmentally safe than that of glass fiber; the greenhouse gases that might otherwise be released during fiber processing were released eons ago during the magma eruption. Basalt is also 100% inert, which means it has no toxic reaction with air or water, and is noncombustible. And basalt is much easier to recycle than glass.

• Our Magma Fiber shows 15-20% higher tensile strength than regular fiberglass. This means better impact absorption, strength, and elasticity.

• Because basalt has a greater strength to weight ratio, less is needed to produce a snowboard. And less material means a lighter board!

• Basalt does not absorb water. So if you chip your topsheet jibbing some gnar, your board will not absorb water and delaminate!

Magma Fiber™

Materials

10

Our wood topsheet is made from bamboo and is protected with a special, super secret heating and cooling process - no lacquer or added chemicals required!

Wood Topsheet

Stringers are strips of material that change the personality of a board (i.e. giving a board more pop or more stiffness), and are typically made of carbon fiber or another type of wood. Niche has developed a totally new stringer technology we call HempHop™.

Carbon uses lots of energy to process and releases half of its weight in CO2 and other pollutants when manufactured. Hemp is an awesome eco-substitute, as it is one of the most versatile, fastest growing crops in existence, requiring very little pesticides and no herbicides!

Did you know car companies like BMW and Mercedes are using hemp to replace carbon fiber in vehicle doors? Hemp stringers have similar characteristics to carbon fiber, only they’re made from hemp! They are super strong and super light, making them an ideal swap. They also provide amazing vibration dampening characteristics, giving you a less chattery ride.

HempHop™ StringersThe forests that our wood cores come from are managed carefully to meet the social, economic, ecological, cultural and spiritual needs of current and future generations. Our wood cores also come from a sustainable source, which means they are replaced by new trees!

Here are some other requirements of our forest management:

• No use of hazardous chemicals

• No conversion of forests or any other natural habitat

• Appropriate management and identification of areas that need special protection (ex. cultural or sacred sites, habitats of endangered animals or plants)

• Respect of international workers rights and Human Rights, with particular attention to indigenous peoples

• All applicable laws must be followed, with no tolerance for corrupt or questionable business practices

Sustainable Wood CoresWe utilize recycled materials in many components of our snowboard design and production. Such components used in our boards include:

• Recycled, beeswax modified, base material

• Recycled steel edges

• Recycled ABS sidewalls

Recycled Materials

11

Rider: Ryan HryckiewiczAss: Mike Eldredge

Hardgoods

STORYThis is an all mountain machine. A sustainably harvested poplar core, multi-camber, and HempHop™ stringers made with Zelfo® make for a snappy ride and mid-stiff flex. Plus, new this year to the Story is the addition of magnetraction and multi-camber. From icy runs to amazing pow days, this directional twin will take you anywhere and everywhere, and is seriously incredible. With its blend of amazing eco-friendly technologies - the Story is a different kind of deck.

AVAILABLE SIZES: 156MW, 158MW, 162

ALSO AVAILABLE: in traditional camber without magnetraction**contact Niche for sizing, tech specs and availability

14

ABOUT THE ART: The artwork on the Story was done by Salt Lake City based artist, Travis Bone. It is inspired by tribal artwork and patterns of historic Nordic culture.

MAGNETRACTION*- adds contact points to give your board more edge control and stability, especially in icy conditions- works like the serrated edge of a knife- fixes the ‘squirrely’ feel that some reverse camber boards can have

MULTI-CAMBER*- camber medley, which gives you the benefits of reverse camber, while maintaining optimum pop and control- reverse camber between your feet, and camber zones extending to the contact points for a super loose, catch-free feel

WOOD TOPSHEET- no lacquer or added chemicals required

BASALT MAGMA FIBER INSTEAD OF FIBERGLASS- makes your board lighter because less is needed to make a snowboard- makes your board stronger and impact resistant- dampens vibrations

SNAPPY SAP™ BIO-RESIN- more elastic/snappy than normal resin- dampens vibrations- extremely high adhesion properties to help keep your board from delaminating

HEMPHOP STRINGERS MADE WITH ZELFO®

- is used to replace carbon fiber because it has extremely similar characteristics- adds good pop and stability- dampens vibrations

SUSTAINABLE WOOD CORE

RECYCLED- FSC certified wood core- recycled beeswax modified base- recycled steel edges- recycled ABS sidewalls

*U.S. Patent No.: 7,823, 892 under license from Mervin Manufacturing, Inc.

15

AetherSome people refer to the Aether as a “quiver killer” of sorts, and they aren’t lying. From its sustainably harvested poplar core to its Snappy Sap™ Bio-Resin, this board serves as a showcase of future friendly technology. With magnetraction and multi-camber, you can float backside 180’s into pow, navigate through an ice storm and then make your way to the park to press some rails. The sintered base is scary fast and bomb-proof. With a mid-stiff flex and a directional twin sidecut, the Aether is ready to tackle the entire mountain.

AVAILABLE SIZES: 153, 156MW, 158MW

ADDITIONAL COLORWAY: Blue

16

ABOUT THE ART: The artwork on the Aether is a Michael Sieben Signature Series graphic. The concept behind this piece is the cycle of evolution and adaptation to our ever-changing environment through the ages. What’s that, you say? Is that a baby Plesiosaur on there? It sure is.

MAGNETRACTION*- adds contact points to give your board more edge control and stability, especially in icy conditions- works like the serrated edge of a knife- fixes the ‘squirrely’ feel that some reverse camber boards can have

MULTI-CAMBER*- camber medley, which gives you the benefits of reverse camber, while maintaining optimum pop and control- reverse camber between your feet, and camber zones extending to the contact points for a super loose, catch-free feel

MICHAEL SIEBEN SERIES GRAPHIC


DIGI-PRINT TOPSHEET- direct digital print, lacquer-free, matte finish topsheet



*U.S. Patent No.: 7,823, 892 under license from Mervin Manufacturing, Inc.

17

ThemeFrom the pipes of the Ice Coast to the parks of Tahoe, this freestyle fiend is built to hang. To make perfect pop for throwing down 1080’s or getting your tailpress on, we pair a sustainably harvested poplar core with our Snappy Sap™ Bio-Resin. When it’s time for those switch landings, you can count on the radial twin sidecut and centered stance. The Theme’s traditional camber and medium flex add even more spring to this team favorite. although it may make a minimal impact on the environment, this thing destroys every pipe and park it encounters.

AVAILABLE SIZES: 148, 151, 154, 157

ADDITIONAL COLORWAY: Coral

18

ABOUT THE ART: The artwork on the Aether is a Michael Sieben Signature Series graphic. The concept behind this piece is the cycle of life and connectedness. When we harm the environment we don’t just harm Mother Nature - we’re harming ourselves. But through the regrowth process we have the opportunity to grow together and become stronger. Thus is the cycle of life - death, rebirth, and overall, connectedness. To each other and the planet.

TRADITIONAL CAMBER- provides more stability, bomb proof landings, fast and responsive edge control and tons of pop

BASALT MAGMA FIBER INSTEAD OF FIBERGLASS- makes your board lighter because less is needed to make a snowboard- makes your board stronger and impact resistant- dampens vibrations


MICHAEL SIEBEN SERIES GRAPHIC




19

KnewThis thing seeks out handrails like the elderly in an ice storm. The poplar core and HempHop™ stringers made with Zelfo® provide plenty of pop while the flat camber and soft flex are perfect for pressing rails. The Knew’s extruded base is more durable than your neighbor’s monster truck and much easier to repair. Although its radial twin sidecut manhandles switch landings, the Knew’s future-friendly technology makes a minimal impact on the environment - and your wallet. If snow is little more than the white stuff you hit to 5-0 a ledge, the Knew is what you need.

AVAILABLE SIZES: 149, 152, 154W, 156, 158W

20

ABOUT THE ART:The artwork on the Knew is done by Canadian artist Darren Booth. It is an abstract re-creation of a topographic map of the Wasatch Mountain range. The art was created by putting together individual pieces of vintage paper, which were then hand-painted and assembled, to create a truly incredible piece of art.

FLAT CAMBER- perfect medium between reverse and traditional camber- allows you to float better in pow compared to traditional camber, while still having a super skate-y feel with maintained edge control

HEMPHOP STRINGERS MADE WITH ZELFO®

- is used to replace carbon fiber because it has extremely similar characteristics- adds good pop and stability- dampens vibrations





21

MinxThe Minx is the perfect companion for all day park sessions. Its soft flex, radial twin sidecut, and flat camber allow you to butter boxes with ease. When it’s time to kill some kickers, the Snappy Sap™ Bio-Resin works with the poplar core to provide more spring than a pogo stick. The extruded, beeswax modified and recycled base is built to handle abuse without abusing the environment. It may be a female-driven and park-proven killer, but don’t underestimate it. Whether you’re dropping cliffs or just cruisin’ around, you really can’t go wrong.

AVAILABLE SIZES: 142, 145, 148, 151

22

ABOUT THE ART:The tree ring illustrations on the Minx were done by UK-based artist Zosia Olenska. The design is inspired by vintage encyclopedia illustrations, and the Latin text on the design says ‘Niche Minx’ (at least according to Google translate...). Hey, do you know anyone that speaks Latin? Well neither did we.

FLAT CAMBER- perfect medium between reverse and traditional camber- allows you to float better in pow compared to traditional camber, while still having a super skate-y feel with maintained edge control


PERFECT ALL-AROUND PARK BOARD FOR THE LADIES- fantastic flex profile for being able to do presses, yet stable enough to hit jumps- the shape and sidecut make spinning effortless- an overall fun girls board for park riding




23

Rider: Sammy Elam

Line Overview

LENGTH INSERTS STANCE WIDTH SETBACK EFFECTIVE EDGE CONTACT LENGTH TIP LENGTH TIP HEIGHT

aether

theme

knew

story

minx

148 cm

151 cm

154 cm

157 cm

24

24

24

24

630

630

640

640

0

0

0

0

1140

1160

1180

1200

1100

1120

1140

1160

190.0

195.0

200.0

205.0

153 cm

156MW cm

158MW cm

156MW cm

158MW cm

162 cm

24

24

24

24

24

24

560

560

560

560

560

584.2

0

0

0

0

0

0

1176

1190

1205

1190

1205

1216

1156

1170

1185

1170

1185

1196

194.0

200.0

205.0

200.0

205.0

209.0

149 cm

152 cm

154W cm

156 cm

158W cm

24

24

24

24

24

560

560

560

580

580

0

0

0

0

0

1160

1186

1190

1200

1210

1130

1156

1170

1170

1185

175.0

182.0

190.0

195.0

192.5

142 cm

145 cm

148 cm

151 cm

24

24

24

24

580

600

600

620

0

0

0

0

1096

1120

1140

1160

1056

1080

1100

1120

182.0

185.0

190.0

195.0

44.0

46.0

48.0

50.0

47.0

50.0

53.0

50.0

53.0

56.0

43.0

46.0

50.5

53.0

52.0

42.0

43.0

44.0

46.0

26

TAIL LENGTH TAIL HEIGHT TIP WIDTH WAIST WIDTH TAIL WIDTH SIDECUT RADIUS TRANSITION RADIUS CAMBER STIFFNESS (MIDDLE-FLEX)

44.0

46.0

48.0

50.0

284.7

287.1

290.1

292.5

245.0

247.0

249.5

251.5

284.7

287.1

290.1

292.5

7600

7800

8000

8200

8500

8700

8900

9100

6.0

7.0

7.0

8.0

33.5

33.0

32.5

32.0

40.0

45.0

50.0

45.0

50.0

55.0

291.5

299.3

303.4

299.3

303.4

307.18

247.0

258.0

262.0

258.0

262.0

265.0

291.5

299.3

303.4

299.3

303.4

307.18

7400

7600

7800

7600

7800

7800

8300

8500

8700

8500

8700

8900

-5.0

-5.0

-5.0

-5.0

-5.0

-5.0

32.0

31.0

30.0

31.0

30.0

29.0

43.0

46.0

50.5

53.0

52.0

288.0

292.5

301.7

295.0

303.0

245.0

248.0

258.0

250.0

258.0

288.0

292.5

301.7

295.0

303.0

7400

7500

7700

7600

7750

8300

8400

8600

8500

8650

0.0

0.0

0.0

0.0

0.0

34.0

33.0

32.0

32.0

31.0

42.0

43.0

44.0

46.0

278.7

281.9

284.7

287.1

240.0

242.5

245.0

247.0

278.7

281.9

284.7

287.1

7200

7400

7600

7800

8100

8300

8500

8700

0.0

0.0

0.0

0.0

35.0

34.0

34.0

34.0

190.0

195.0

200.0

205.0

190.0

194.0

200.0

194.0

200.0

204.0

175.0

182.0

190.0

195.0

192.5

182.0

185.0

190.0

195.0

27

Softgoods

Epic Zip55% hemp 45% rpet (recycled plastic)features: thumbholes, zippered pockets, secret stash media pocketcolors: black, greysizes: M, L, XL, XXL

32

Epic Zip

33

Logo Pullover55% hemp 45% rpet (recycled plastic)features: thumbholescolors: black on black, white on black, black on greysizes: M, L, XL, XXL

30

Patch Zip67% bamboo 28% organic cotton 5% spandexcolors: black, greysizes: M, L, XL, XXL

31

Patch Snap Back55% hemp 45% rpet (recycled plastic)features: 5 panel snap-back hatcolors: black

34

Women’s Tank67% bamboo 28% organic cotton 5% spandexcolors: black, grey, tealsizes: S, M, L

35

Hoodie Dress67% bamboo 28% organic cotton 5% spandexfeatures: thumbholescolors: black, grey, tealsizes: S/M, M/L

37

© 2012 NICHE SNOWBOARDS4645 Highland Drive, Salt Lake City, UT 84117

T. 877.562.7885 F. 801.407.1722 www.nichesnowboards.com

PRIMARY PHOTOGRAPHYBryce Packham

TEAM RIDERSJohnny Miller, Derek Dennison, Yale Cousino, Ryan Hryckiewicz, Jeremy Landy aka Lemmi, Kyle Lutes, Everest Arnold, Torrey Lyons, Midori Oatari and Courtney Cox.

SPECIAL THANK YOU’S:Phil Morrell, Epic Brewing Co., Daylight Snow & Eyewear, Mike Eldredge, Jared Winkler, Brighton Resort, Camp of Champions, Red Bull, Vitamin Water, Ricky Bobby from the Mount Hood Ski & Snowboard Camp, Videograss, Jesse Anderson, all of our reps, retailers and regional riders, and you!

CLICK ON & FOLLOW US HERE:Facebook Twitter Instagram Pinterest Vimeo

click me!

www.nichesnowboards.com

2013/14 niche catalog

Documents