Tweak, Test, Repeat - New Jones Partnership
Jones Snowboards was founded by legendary big mountain snowboarder and climate activist, Jeremy Jones. That kind of history makes it impressive but no enormous surprise that Jones Snowboards is an industry leader when it comes to championing performance snowboards and environmental custodianship.
Cirkel Supply is now offering the snowboarders in our midst top quality apparel from Jones Outerwear. We caught up with Jones' European Marketing Manager, Ruairi Collins to learn more about this inspiring snowboard brand.
Ruairi Collins
Jones European Marketing Manager
Hi Ruairi, Tell us a little about yourself and your role at Jones
I’m originally from the UK but I grew up in Switzerland. I started snowboarding as a kid and since then it has been the driving force for most of the decisions in my life.
My first job when I finished university was working at a ski shop in Verbier. It was the perfect job to get to grips with the basics of the market and the needs of retailers and customers. I worked for the FWT for a while in between, but realised I wanted to put my energy towards the centre of the snowboard community.
Joining the team at Jones as European Marketing Manager has given me the chance to work with riders, retailers, and distributors to grow the brand outside of North America.
That sounds fun! Can you give us the cliff notes of Jones Snowboards rich history
Jones was founded in 2010 by Jeremy Jones. Jeremy wanted to build a brand that focused on making equipment that balanced unmatched performance and durability with industry leading sustainable manufacturing practices.
Since its beginning Jones has constantly adapted its equipment and manufacturing processes to remain at the forefront of the industry. All the equipment is heavily tested in the field by Jeremy and our team of athletes. What you see on the shelf is what the pros are riding. As Jeremy says: Tweak, Test, Repeat.
Working with Cirkel is a perfect example of the kind project that this job gives me. It allows me to work closely with passionate snowboarders on projects that represent Jones’ values, while being able to give people access to great, sustainable outerwear.
Can you let us in on a secret local stash in the Swiss Alps?
There are loads of secret spots in the mountains near where the Jones EU office is based, but I think the one place you must visit is Verbier. It’s a mecca for freeriding and has some of the best lift accessible terrain out there.
If you get the chance, I recommend you head over to the Backside of Mont Fort. It’s a classic run, although not the friendliest for snowboarders, it really can’t be missed. There are some very bold lines to be ridden back there but you can also do the regular descent following the valley to finish with a beer on the dam. Take a guide if you don’t know where you’re going.
Ruairi on the hunt for Switzerland’s secret stashes
What sustainability strategies are at play in Jones Outerwear?
The key to Jones Outerwear is that not only does it perform in the toughest weather conditions but is also built using sustainable manufacturing practices. Every piece in the outerwear collection is built with the most sustainable materials possible.
All of our materials are Oeko-Tex and/or Bluesign® certified, and the vast majority are recycled. We use only 100% organic cotton, 100% recycled down and 100% non-mulesed merino wool. We also use PFC-Free DWR treatments on all our fabrics, except for GORE-TEX PRO. DWR is a necessary evil of waterproofing and GORE-TEX PRO does not yet offer a PFC-Free DWR option. When they do, we will use it.
The social impact of our products is equally important to us as the environmental impact. Our production facilities are all BSCI or WRAP certified, which guarantees that the people who make our apparel receive fair salaries and that they can work in a safe and clean environment. As a member of 1% For The Planet, every tee, jacket or pant we sell also gives back and helps protect clean air, clean water and a healthy planet.
Impressive credentials. What is it about rental that motivated you to offer your outerwear for rent on Cirkel Supply?
Cirkel’s model is interesting to us for a couple of reasons.
The first is that they are based not far from us in Val de Bagnes. I think it’s great to support local businesses with sustainable initiatives, especially when they’re based close to one of our favourite mountains.
The main reason we are engaging in rental is to give people access to high quality products for a shorter period. Once the product is returned and cleaned, another customer can benefit from it, meaning that the product can be used for its full life cycle.
We are working together to combine Cirkel’s rental expertise and network with Jones’ expertise in product development and manufacturing, with the goal to give more people access to great outerwear
After all, it's all about getting out there.
Can you explain why snowboarders feel more easeful in the mountains wearing snowboard-specific apparel?
I think it’s a similar reason as to why you want to wear snowboard boots and not ski boots when you're snowboarding. Wearing a product designed for snowboarding means you can focus 100% on your riding, especially for outerwear where the cut could be slightly different on outerwear designed for skiing meaning you are less comfortable on the board.
There is obviously the old ski vs snowboard rivalry where you want to wear apparel that represents your sport, but I think the biggest factor is wearing outerwear that is designed for what you’re doing.
Talk us through the fresh Jones products available for rent on cirkelsupply.com - what kind of mountain days are they best suited for?
The Jones products available this year on Cirkel’s rental platform offer something for everyone, it’s a great selection.
If you’re looking for ultra-high performance in all weather conditions the Shralpinist GTX Pro Jacket and pants are a great combination. This is really for the rider who is getting out there no matter what the weather conditions are. The GTX Pro kit has our highest waterproof rating meaning you’ll stay dry in even the wildest of storms.
This is for the freerider looking to hit every line on the mountain from first lift to last, or the rider who is climbing and splitboarding in the backcountry.
The MTN Surf Rec sets are perfect for all mountain riders looking to stay warm and dry without sacrificing style or comfort. The relaxed fit matches all riding styles and the Primaloft Bio filling means you’ll stay warm all day. They really are a do everything combo.
Jones Shralpinist GTX Pro Jacket
Jones MTN Surf Rec Anorak
Thanks Ruairi, thanks Jones, and thanks to our readers for learning more about Jones snowboards!
You can now rent Jones outerwear on Cirkel’s rent page to see for yourself, what all the hype is about - as Jeremy Jones says - “Tweak, Test, Repeat”
