ARBOR AND FIREWIRE
COLLABORATE ON SURFBOARDS
Firewire to deliver two new Arbor models to stores in the spring of 2010.
CALIFORNIA - January 5, 2010 - Firewire and Arbor are proud to announce a collaborative surfboard offering that will arrive in stores this spring. The designs combine Firewire's use of epoxy resins and EPS foam materials, which are less harmful to the environment, and Arbor's signature, sustainably sourced, structural wood power ply technology.
In its short history, Firewire has had a significant influence on the surf industry, bringing a range of new materials and cutting-edge technology to the forefront of surfboard design. This made them an ideal partner for Arbor who has been using environmentally friendly, natural materials to improve the performance, durability, and style of snowboards, skateboards, and apparel since 1995. The two companies share uniquely similar philosophies in that they develop ways to improve their products through innovations that have less impact on the environment that surfers, snowboarders, and skateboarders use every day.
"We're stoked to collaborate with a company whose DNA so closely matches our own," says Firewire's CEO, Mark Price, "and to capture the essence of Arbor's unique wood signature, while at the same time adding a stunning aesthetic to Firewire's high performance surfboards."
The initial offering will be built around Firewire's best selling surfboard, the Dominator. The new "Koa" Dominator will feature the same sustainably sourced, Hawaiian Koa power ply used by Arbor for years in the legendary Element snowboard and across half of the popular skateboard line. Koa wood represents a strong tie in for this new offering as it was originally used by the native Hawaiians to build the first surfboards over 600 years ago. The new "Wasteland" Dominator uses the stunning laser cut / inlay wood technology pioneered by Arbor in the snowboard industry. The Wasteland's inlaid wood power ply is made up of 78 individual pieces of laser cut veneer, selected from 6 different sustainably sourced species. The wood grain is, in fact, being used to create the Wasteland's graphic.
The Dominator is perhaps the most versatile board in the Firewire quiver. It combines a full outline with a thick foil from nose to tail and a 5/4/3 fin configuration. Surfers can't help but take notice of the flex and lightweight characteristics of Firewire's Rapidfire Technology. The two new designs will be offered in a wide range of lengths: 5' 6", 5' 8", 5' 10", 6' 0", 6' 2", and 6' 4".
"For a long time we've looked for the right way to take our technology and create something original for the surf hardgoods market," says Arbor co-founder, Bob Carlson. "If you know us or our products, it's pretty clear that a fair share of our roots and large part of our lives are based in surf. Surfboards have always been the obvious brand extension. Now, with the rise of Firewire and the opportunity created by this collaboration, I think the timing and manner are right for Arbor to enter the surfboard market in the most positive and unique possible way."
The new Koa and Wasteland Dominator surfboards will be sold through Firewire's existing distribution channels and will be available in April of 2010. For all of the technical details on Firewire's flexible, lightweight surfboards, check out firewiresurfboards.com firewiresurfboards.com and to learn more about Arbor's use of eco-materials, visit arborcollective.com.
ABOUT THE ARBOR COLLECTIVE: Arbor was founded in 1995 on the assertion that solutions to many of today's most difficult snow, skate, and apparel design challenges exist in the natural world. For 14 years, Arbor has built on the belief of replacing, environmentally harmful materials with ecologically based, natural alternatives. Arbor's goal is to create a higher level of function and relevance in the most responsible way possible. The end result must be improved style and performance, with significantly reduced impact on the environment. "Clean air to skate, clean water to surf, snow to ride."
ABOUT FIREWIRE: Firewire was founded in early 2006 and while a relative new comer to the surfboard industry, the company has made its mark through the use of innovative materials and the introduction of flex to increase performance. Firewire believes that refinements to the shape of today's modern surfboard can only produce incremental performance benefits, and that exponential improvements in performance can only be achieved through new materials and construction methods which, in turn, will open up new design opportunities. Ridden exclusively by Taj Burrow, a top five finisher on the ASP Word Tour for the past four years and the recent winner of the 2009 Pipeline Masters, Firewire surfboard's high performance has been proven under the most demanding conditions.