1910 Makes Its Outerwear Debut, Signalling a New Phase for the Rider‑ and Artist‑Owned Brand

1910, the rider‑ and artist‑owned apparel label founded by snowboard icons Jamie Lynn, Schoph and Scottie Daniels, has formally entered the outerwear market with the launch of its first technical collection. The move marks a significant evolution for a brand that began as a creative collaboration and has rapidly grown into one of the most talked‑about newcomers in boardsports apparel.

The debut outerwear line, showcased by Boardsport SOURCE and confirmed across industry reports, introduces a tightly curated FW26/27 kit built around one jacket and one pant. The collection is designed with the same ethos that has defined 1910 since its inception: authenticity, rider‑driven design, and a refusal to follow industry formulas.

A Brand Built on Culture, Now Expanding Its Canvas

Founded two years ago, 1910 emerged from the long‑standing creative partnership between Lynn and Schoph. What began as an art‑driven project quickly evolved into a brand rooted in community, collaboration and the culture of snowboarding. The decision to expand into outerwear was described by the founders as a natural next step—one that required the right timing, the right team and the right infrastructure.

Jamie Lynn, whose three‑decade career has shaped modern snowboard style, said the outerwear program represents a chance to build something with integrity at a time when the industry often feels oversaturated. He emphasised that the new line is a DIY journey powered by friendship, creativity and lived experience.

Schoph echoed the sentiment, noting that the launch feels “wild” given his beginnings on UK dry slopes and the long road to creating a rider‑owned outerwear brand with global reach.

Technical Outerwear Designed by Riders

The debut collection centres on the Auburn Jacket and Yorkshire Pant—pieces built with technical intent and tested in real‑world conditions. The design philosophy draws heavily from the terrain, weather and riding styles that shaped the founders and their extended community. Inspiration comes directly from team riders including Brayden Charette, Pat Moore and Tosh Krauskopf, whose feedback helped refine fit, silhouette and performance.

The outerwear features a Storm Grey colourway with a limited‑edition variant available only to select retailers. The brand’s focus on quality over quantity is evident: one jacket, one pant, and a commitment to doing them right.

Strengthening the Team and Global Distribution

1910’s expansion into outerwear coincides with a strengthening of its leadership. Former Volcom CMO and long‑time snowboarder Ryan Immegart has joined as General Manager and shareholder, bringing decades of brand‑building experience. Immegart described the move as a return to something “genuine” and “built from love and passion rather than hype.”

The brand is also expanding internationally. New distribution partnerships include Timebomb Trading in Canada, Andy McAuliffe and Richie Jones for the UK/EU, and continued collaboration with Nineball Distribution in Japan. A dedicated European platform, 9teenten.eu, is set to launch ahead of full wholesale distribution in 2026.

A Market Ready for Rider‑Led Authenticity

Industry analysts note that the 2024/25 outerwear market was challenging, with licensing disruptions and tightening conditions. Yet these pressures created space for rider‑driven brands rooted in real culture—precisely the environment in which 1910 has thrived. The brand’s entry into outerwear arrives at a moment when authenticity, community and purpose resonate strongly with snowboarders seeking alternatives to corporate‑driven offerings.

Looking Ahead

With its debut outerwear line, strengthened leadership and expanding global distribution, 1910 is positioning itself as one of the most compelling new voices in snowboarding. The brand’s commitment to culture, creativity and rider ownership sets it apart in a crowded market—and its first outerwear collection suggests that its next chapter will be as bold as its beginnings.