Industry News 8/28/2006

Eesamania Grips Snowboarders Worldwide

Eesamania Grips Snowboarders Worldwide

The eesa urban legend has been proven legit.  What started as a murmur about a new clothing brand named eesa in the fall of 2004 has grown into full-blown eesamania.  eesa clothing dropped in Las Vegas during the January 2006 SIA show.  With a season of prototypes and testing under its belt, eesa is pushing product innovation and collaborating with riders to breed the eesa collection.  It's where form meets function and science with style.  It is about contribution and distinction! 

If you’re still rocking a long-sleeve cotton-T and hoody; eesa is the brand for you.  Birthed from the need for shredwear that can be worn from lift-to-lounge, eesa turns it’s sights on making design-driven innerwear and apparel with a sophisticated focus on functional fabrics engineered with your style in mind. 

Founded on 11.11.04, eesa is the brainchild of former Burton Snowboards anon optics category manager, Stephen Cleary, who together with global sales director Fran Frost, who previously owned a specialty snowboard shop in Stowe, Vermont are creating the lifestyle performance category. 
Have you ever wondered why first-layer product is so tight?  Blame Mikey of LIFE cereal. 

The Legend:  The urban legend about Mikey is that he died from the explosive effects of mixing Pop Rocks candy with Pepsi.  Mikey ate 6 bags of pop rocks at a party and proceeded to drink a 6-pack of Pepsi. The two substances combined in his stomach and exploded, killing him horribly.  That's why pop rocks were taken off the market in the early eighties.    

The truth:  Mikey was heavily involved with snowboarding softgoods product development in the early 80’s.  While on a testing trip in North America Mikey downed a bag of Pop Rocks and a can of Pepsi, his body reacted violently to the combination of the two and Mikey died.  The autopsy report revealed that it was not the combination of the Pop Rocks and Pepsi that killed Mikey but rather the combination of Pop Rocks, Pepsi and ultra-tight race ready first-layer.  Ski Patrolmen Jack Mayhoff recounts the incident saying “first-layer product is already super tight, but when his body swelled his first-layer ultimately choked him to death”.  Mayhoff continued, “it’s bad enough seeing people walking around the lodge with that tight-ass crap on as it is, but to see a human being choked to death by first-layer, man, it still keeps me up at night”.  Now you know why first-layer product development has been stuck in the early eighties, companies have been too scared to develop product you can wear from lift-to-lounge.  Until now.

eesa’s inaugural collection hits select specialty snowboard shops this fall in the US, Canada, Europe and Japan, in addition to online distribution through

About eesa: eesa lifestyle performance clothing was created to remove the shackles of the snowboard industries incredibly static first-layer offerings.  If you’re still rocking a long-sleeve cotton-T and hooded sweatshirt when you ride; eesa is the brand for you.  eesa makes design-driven innerwear and apparel with a sophisticated focus on functional fabrics engineered with your style in mind.  The results are layering pieces that can be worn from lift-to-lounge.