what’s beef?

Krew finally publicly announced their new snow team the other day by getting people to post this video all over the internet;

If you’re reading this site you probably already read a bunch other more important and frequently updated snowboarding blogs so this probably isn’t news to you. That’s cool, I’m not about to start dissecting their team selection or complain that their team is full of emos and how they should have got Bradshaw instead of whoever was your least favorite choice. I’m sure the next time I go to a party in Salt Lake I’ll hear this topic discussed at length sandwiched between a recap of the tricks that got thrown down at Brighton earlier that day and discussions of how totally epic this winter is going to be this year. No, what I want to talk about is the last four seconds of this promo video.

Look familiar?

Weird, right? Let’s look at the team lineup again;

Jon Kooley
Jordan Mendenhall
Nima Jalali
Will Tuddingham
Nick Dirks
Jed Anderson

Though all this transpired within only a week’s time; the transition made—the snow team intact of pros: Matty Ryan, Chris Bradshaw, Nima Jalali, Eric Messier, Nick Dirks, Tim Eddy, Jordan Mendenhall, […] plus the addition of Jon Kooley and Josh Mills—Comune is setting up for a soft release of Fall ’09 product.

So basically Krew guts half of Comune’s original pro lineup a year after they launch then fill out the rest of the team with three of the best “up and coming” or “about to blow” or “underappreciated” or “slept on” or “whatever stupid industry buzzwords/terms you want to use” dudes. Well, I guess I shouldn’t say that they gutted half of Comune’s pro team because rumor has it that Nick Dirks got cut for “not being marketable enough,” which is another post in of itself. ANYWAY Krew sets themselves up for a very formidable launch into the snow world and then throws a little fuel on the fire by flipping one letter for three seconds in a Vimeo video. Now, if it were me I would have swapped the Ns on all the names of the guys who rode for Comune in the past rather than shoehorning it in at the end but what do I know?

Now the question is “why even start some bullshit like this in the first place?”

They’re pretty much aiming for the same demographic. Yeah, I know that four examples of similar looking gear isn’t much to base an argument on but I’m going to blame it on Comune’s weak ass website where you literally have to put in a password to look at what clothes they have. Also I don’t make money off this website or anything so I am not going to spend a few hours on a Saturday night researching how contemporary clothing design is so incestual.

Anyway, you’ve now got two companies in the snowboard world looking to market towards slim fit dudes who don’t like wearing logo Ts and like to dress like normal people when they’re not snowboarding (and sometimes when they are snowboarding). I guess Krew is trying to appeal to all the snowboarding dopes who push around a skatepark once a month and constantly talk about how much cooler and legit skateboarding is than snowboarding. I’ll temporarily avoid the fact that One Distribution (Krew/Supra) have boomed in the wake of LA 20somethings harping dudes like Steve Aoki and agreeing upon Skytops and slim jeans as being the preferred uniform for drinking overpriced cocktails while listening to turds like this;
If you ignore the electronic frogskin abortion (new Cobra Dogs collaboration?) posted above then you can start to think about how funny it is that these two companies will probably be going at each other for the next few weeks. Don’t get me wrong, I think it’s awesome that the higher-ups at Krew are down to start a little shit and shake things up but let’s set things straight; this isn’t beef, this is more like watching conjoined twins have a slapfight over who gets to eat the last cupcake. Once we start seeing some print ad callouts in TWS or Snowboarder we can talk about “beef.” Maybe someday Corey Smith will get a little too tipsy at one of his openings and take a shot at some dude from Kamp Krew and then things will start getting really interesting but I’m not about to start holding my breath just yet.


2 Responses to “what’s beef?”

  1. I love your posts for reals Terrence. I hope you get a journalism job someday. I will read everything you write.

  2. […] of “who’s biting who” ensued, all of which was thuroughly covered by Terrance at The Dirty Kids. I was reminded of this when I recently came across a new KR3W ad that looked alot like a COMUNE […]

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