KEEPIN' IN THE MIX

Dear Readers,

First of all: Welcome to 2006! A new year is always accompanied by resolutions and – if necessary – by changes, too. These changes are to optimize the existent while innovations have the effect of being kept in the mix. A motor that ignites with the right mix ratio and pushes the whole thing forward - whatever it might be. Provided that you spare no effort, because resting doesn’t really pay off these days. Furthermore, ‘keepin in the mix’ is the quintessential statement of Greg Dacyshyn, creative director at Burton, the interview partner of our title story. It was thus the maxime that made Burton and all their sub brands become so successful. In this context, their choice of partners is an essential factor. What’s the use of a product which first seems to be suitable but fails the needs of its wearer? Burton pays attention to all aspects of their target group. Their products are developed in cooperation with those who know – i.e. the team riders. If technical know-how is needed, Burton collaborates with partners like Motorola; if design skills are needed, Burton recruits their worldwide net of collaborators in order to develop something very special. In case of the sub brand Gravis, a squad of skilled artists is engaged in order to contribute a novelty to sneaker culture and foster it at the same time.

In other words, it is all about teamwork and cooperation, about the mix which makes a brand, a jacket or a pair of sneakers so special without causing the fear of a too close contact. The experience of many experts is merged here. It is this interaction which constitutes innovation. Regarding the current situation of the retail market, there are only a few people who truly understand what innovation means and display it in their rooms. Too often I pass by boring shop windows which haven’t changed in years. Once the mannequin is dressed the clothes get dusty. An area within the shops where creativity rules is only seldom found. At present all brands are taking great measures in offering the right mix of products, a margin of goods which make sense in combination. In this regard compatibility has become an important factor. A checkered shirt and the corresponding cap, striped shoes whose pattern is also found at the collar of a polo or simply the unusual repetition of colours are currently state of the art.

In a nutshell, keepin’ in the mix has got to bet the quintessential business ethic in our industry today. It’s not enough simply to have the information but to act accordingly on it. Additionally, a good sense of personal pride and steadfastness, mixed with a good portion of bravery and sensibility is what it is all about. Apply that anywhere and the true essence of our claim will make sense to you. One way to guarantee that you are being kept in the mix is to treat the others around you the same way as you wish to be treated, stop playing ego games and bring something to the table. That way you’re good to go.

Martin Magielka for streetwear today