SHRED, a helmet brand based in Park City, Utah.We continue to make high-quality products such as goggles that secure the "widest" field of view called "SHRED WIDE" that was originally developed and lenses that can minimize fogging.In response to their passion, the number of Japanese riders has increased in the last few years, and snowboarders such as Shin Miyajima and Tadashi Fuse are listed.Where does your passion for product making come from?Where is the future going?We asked Carlo Salmini, a founder and engineer, about the SHRED brand and goggles making.
-Please tell us how you launched SHRED.
In the summer of 2006, I enjoyed mountain biking with my friends in Park City, Utah.In that conversation, the idea of starting a new goggles and helmet brand was born.My friend, who is now a business partner, is a top skier in Park City Local.With him, I decided to create a product with a unique and fan-designed pursuit of the highest technology so that I and the people around me could play as safely and enjoyably as possible in nature.Especially, the ski scene at that time was all boring products.
-What is the concept of the SHRED brand?
The base of SHRED is friendship and pure love for mountain play.We believe that the world will be a better place if everyone spends more time in nature with family and friends.I always want to inspire that change by launching products that make spending time in the mountains more enjoyable and safer.
-What kind of kick did you have to create the characteristic wide field of view (SHRED WIDE)?
As a result of trying to create the best products, I naturally focused on how to secure a wide field of view.Fit and visibility are the cornerstones of goggles.The better the performance of the goggles, the safer it is and the more you can push the slip.
SHRED WIDE
Ensuring a wide field of view is an important point when talking about the performance of goggles.However, because many brands prioritize design, even if they look like they have a wide field of vision, they often disappoint when they actually wear them.In other words, even if the area of the lens is large, the field of view is not necessarily wide.SHRED, which engineers have carefully calculated the size, height, and angle of overhang of the frame, provides a wide field of view in the true sense of the word.
-Mr. Carlo seems to be the president and engineer, but please tell us about your commitment to goggles development as an engineer.
I am the ultimate perfectionist as an engineer.To be honest, I haven't been completely satisfied yet.We are constantly trying to find something that can be improved and get closer to our “dream product”.The field test is centered around me, and I'm doing it over and over again until I'm at a level where I can send it out with all my heart.
-I heard that SHRED is making products (research and development) and marketing in Italy, but please tell me the reason why they are divided in each place.
Italy, my hometown, has traditionally had a great technology, engineering and design culture.There are many talented young engineers and it's a good environment for R & D (R & D).On the other hand, I thought marketing should be where our source of passion is.Our passion is snowboarding, skiing and mountain biking.The roots of those mountain games are America.We recently moved our office from the California coast to Park City, home to some of the world's leading trails and terrains.We wanted to be closer to the mountains, of course, and in marketing, we thought it was natural to be as close to the riders and customers as possible.It's a system that has been created in an organic flow.
-What kind of rider do you choose from overseas and Japan?What are your impressions of Maki Miyajima and Tadashi Fuse?
I choose a rider who has love and passion for what he is doing.Like our company.The attitude of always pushing my limits with aspirations, which inspires everyone to go to the mountains.The brand itself is inspired by what the riders are doing every day.Shin and Tadashi are really great.I think they embody everything the brand wants from riders.They always spare no effort in anticipation of high goals.And get it done with incredible style and elegance.It is full of love and respect for nature.I'm really proud to work with them.
-What do you think of the Japanese snowboarding scene?
The coolest and special!I'm pushing the world snowboarding scene in many ways.The Japanese market, where quality, performance, style, and high standards are required as a brand, is always challenging.
-How would you like to develop your brand in the future?
First of all, I would like to continue sincere manufacturing with the aim of becoming a “dream product”.We're a small independent brand, but I wish we could be something that could inspire the world.
BUMPER HELMET TECHNOLOGY
SHRED's original technology "Rotation Energy System" that also focuses on helmets.The internal structure of the helmet disperses the rotational energy generated when it falls, making it difficult for it to be transmitted to the head.It effectively responds to impacts without becoming heavy or thick like a general system.
