L1 Premium Good 20th Anniversary
It's L1 Premium Goods 20th Anniversary with the release of the Fall Winter 22/23 Collection. Founded in 2002 with a single-minded focus on blending fashion and function while maintaining the utmost performance. Our uncompromised commitment to passionately crafted garments, premium fabrics, and a perfect blend of fit and style has ultimately defined the brand over the past two decades.
Team riders have been the backbone of L1's endless progression, pushing what is possible and bridging the gap between fashion and functional outerwear. From the original team of Lukas Huffman, Knut Eliassen, and Etienne Gilbert to the inspirational era of Jon Kooley, Nima Jalali, Jordan Mendenhall, Ben Bilocq, and Josh Mills to the current team of Joe Sexton, Christy Prior, Jeremy Jones, Dustin Craven, Dominik Wagner, Simon Gschaider, Brantley Mullins, and more — each team and each era has contributed to the style, look, and feel of L1.
"20 years of L1 — wow, that's hard to believe. I remember when I first started riding for L1, it was an interesting time in snowboarding where, at least for myself and my friends, we wanted our outerwear to reflect our personal style off the mountain. More importantly, we didn't want to look like we were wearing snowboard outerwear at all. That was the thing back then. I remember sitting in a room with Dawson, Tonino, and Ming and them asking me, "what do you want to ride in… it can be anything you want." That level of freedom and creativity doesn't really exist as far as brand and athlete go, in my experience. The brand gave us exactly what we wanted, and it ultimately defined the brand's position. True rider-driven product, fueling my interest and passion for design." – Jon Kooley
For Winter 22/23, L1 merges past with future by reintroducing a classic, looser fit for both men and women and a new genderless collection — drawing inspiration from the brand's heritage while pushing the technical aspect and fit forward with pieces like the Axial, Dixon Pant, Prowler, Aftershock, and Ventura.
L1 was originally designed by Mike Dawson; his progressive and disruptive design approach put L1 on the map. Over the last decade, L1 Premium Goods has been led by former professional snowboarder and now designer Jon Kooley. Jon has refocused L1's philosophy raising the standard definition of premium and quality.
Though Style, taste, and performance evolve, there has always been one constant; we are unapologetically making outerwear we want to ride in.
L1 Premium Goods is for the risk-takers and dreamers willing to stand out from the crowd and express their unconventional creativity. So here is to another 20 years of L1 Premium Goods.
via L1 PREMIUM GOODS