In
this cold seasonal weather its undoubtedly a challenge to keep warm
and look somewhat fashionable. Who honestly looks good with a scarf
wrapped around their head in four degree weather? But a local company
is taking one of the simplest items of winter wear and turning it
into both a utility and a custom statement.
--- Discrete Headwear
has opened up a line of hats and beanies designed for both
conventional and sporting use while still showcasing a unique look.
The brainchild of a professional skier, local extreme sport
competitor Julian Carr pushed forward with his idea making the hats a
staple of locally owned stores, and introducing them to fellow
competitors
for their own use while on the slopes. I got a chance to chat with
Julian about his professional career, starting up Discrete, thoughts
on local fashion and a few other topics.
Julian
Carr
http://www.discreteheadwear.com/
Gavin:
Hey Julian! First off, tell us a little bit about yourself.
Julian:
My name is Julian Carr, I'm a professional athlete and I own and
operate my headwear company - Discrete Headwear. I've lived in Salt
Lake City my entire life, and although I travel quite a bit, I love
calling Salt Lake City home.
Gavin:
How did you first take an interest in extreme sports, and what drew
you toward skiing?
Julian:
Ever since I was little I've been drawn to athletic endeavors and
challenges of the intellect. With extreme sports, especially skiing
- you get challenged everyday.
Gavin:
When did the idea come around to go professional and start
competing?
Julian:
Competing came by way of just wanting to get around as many people
that had a high skill set in this particular sport, so that I could
absorb as much as I could. It's like ping-pong, you are never going
to get better if you play people you can beat easily, you need to
seek out competitors that are better than you, so that you get
better. See the mountain more clearly, learn from others style, and
vision of the mountain.
Gavin:
What are some of the major competitions you've had the chance to
take part in, and how is it for you going around the world competing
in these events?
Julian:
I've competed in the World Freeskiing Tour on and off again for the
last five years or so. Right here at Snowbird is the U.S. Freeskiing
Championships, actually this winter it's the World Championships - so
it's crazy to have such a worldly contest right here in your own
backyard. It's very cool to see the Europeans come over and lay down
some proud confident lines. The Japanese always show up and crush
it. The Kiwi's, South Americans, Canadians, you name it, they come
out to compete from all over the world.
Gavin:
What was it like for you setting the Front Flip record in
Switzerland, both in the moment of it and the aftershock of
accomplishing it?
Julian:
Oh that was all good times, man. It was my first time in Europe, we
were partying our asses off all over Austria, then rolled into
Switzlerland - big cliffs everywhere! Even though we were closing
the bars down, we were always the first up in the AM to get out there
and poke around. THE cliff I
had my eye on from the first day I got to Engleberg, but the snow
wasn't quite deep enough - our last few days there - it blizzard
for thirty straight hours, then our last day there it went bluebird,
fresh three feet of snow. I went straight to THE
cliff, sent it and at the end of the day, we were like, "I
wonder how big that is?" I knew in my body it was at least 200
feet, the biggest cliff I'd jumped up to that point was 175 feet, and
this one was substantially bigger, the view I had when I got into the
air looking down, was a significant increase from what my visual was
on the 175 footer. One of the skiers in our group cuts down huge
trees for a living, old ones that are dying near peoples properties,
so he is always climbing huge 200 foot trees. We all looked at him,
and I said, "that cliff is at least 200 feet right?", and
he says, "oh hell yeah, that's at least 200 feet." I
walked away calling it 210 feet, it was probably bigger, but it was
at least 210 feet. Records don't hype me up anyway, just jumping
fun, safe, huge cliffs, is what hypes me up. If it happens to be the
world record for the biggest invert off a cliff, that's awesome. But
I'm just hyped up because it was so much fun! And it happened to be
a world record.
Gavin:
How is it for you doing the films on those high-risk jumps, both as
the focus and the man doing the work?
Julian:
Focus for me is meditational. I am at a rested state, pure
concentration, and awareness. Of myself, my abilities, the snowpack,
and the cosmos at large. Sounds kind of hippy-status, but it's the
truth. Even if one hair on my body is nervous, I walk away. Usually
I am aware that everything is going to be okay. I have the ability,
the snow is enabling, and the universe is smiling on me. SEND IT!!!
Gavin:
Where did the idea come from to launch Discrete?
Julian:
I just wasn't seeing a company that had what I was looking for in
regards to headwear. And I knew that my shelf life as a pro skier
wasn't eternal. I want to be in this industry after skiing, I want
to ski pow my whole life, so Discrete came from my inspiration of
loving snow and realizing I can't make a living as a pro athlete
forever.
Gavin:
Of all the winter-wear products out there, why specifically
hats?
Julian:
There are some great headwear companies out there, namely Neff,
Spacecraft, Coal, and Elm. Each of these companies have their roots
in snowboarding, which is great. Discrete is unique because we are
the only rider-owned-operated headwear brand with roots in
skiing.
Gavin:
How did you go about getting a staff together to make and market
them?
Julian:
Well my staff has consisted of me and my business partner, Dave Gibson. So we are
pretty busy most of the time. No complaints though, I'm loving it -
a good challenge. My marketing ideas stem from gut feelings most of
the time, I'll just have something, an idea, come to me, and I'll
just run with it. And I've been fortunate enough to make some great
relationships in the ski industry from my skiing, and that has helped
me navigate the business landscape tremendously.
Gavin:
What's the process like in creating a new hat, from design to final
product?
Julian:
It's cool. I go to my factory, see what fabrics they have, colors,
what their capabilities are, show them rough ideas/sketches - we go
back and forth, until it's satisfactory. It's always a good day when
the prototypes show up at your doorstep, it's crazy though, because I
am getting my prototypes done in October/November knowing they won't
be in the shops until the next winter, and at the same time, I'm busy
marketing/shipping our current winter line. Crazy split thinking
going on.
Gavin:
What was it like for you first getting everything started and
working on the early designs?
Julian:
Blind leading the blind. I didn't know which way was up! Once I
had some product, I invited over all my ski/snowboard buddies and
just gave each of them a bunch of the new gear. That's how it all
started the first couple years. I would make some stuff for the
homies, and that was it. It gained presence from some damn good
skiers/snowboarders in the Wasatch sporting it. And three years ago I
said okay, now it's time to start actually start selling at the
tradeshows, and getting sales reps, international distributors, etc.
I've been piecing together those aspects the last couple years, and
will continue to expand yearly.
Gavin:
How did the first year go for you? And how was it getting the
national exposure from wearing them in competitions?
Julian:
First year of actually making a conscious effort to sell them went
very well. I set a sales goal for our first year, and we doubled it.
Last year, our second year selling, considering the economy, we're
still growing - so I feel lucky, and it makes me work even harder.
It's survival of the fittest out there. People/businesses are going
hungry.
Gavin:
The products are sold in several states and branching out to other
countries. How have people beyond the state taken to them both as
utility and fashion?
Julian:
People are stoked! Which makes me stoked to keep doing a good job,
and working hard. It makes my day when I get an email from anyone,
anywhere being hyped on our brand. But when it's a big international
distributor knocking on my door, that really makes my day.
Gavin:
You've also expanded a tad into T-Shirts. Are there more on the way
in that area, and are you considering any other products to start
making?
Julian:
For sure. I really want to lock down headwear, but we are surely
going to branch into other areas. What you ask? Can't really say
right now, have some ideas, but nothing concrete.
Gavin:
Going a bit local, what's your take on the local fashion scene, both
good and bad?
Julian:
Salt Lake is the shit! We've got it going on. It's great that so
many people live here that ride as a lifestyle, and that lifestyle is
fashionable enough, that people that don't ride, love the fashion.
Double win.
Gavin:
Anything you believe could be done to make it more
prominent?
Julian:
More areas that are authentic to Salt Lake. It was such a bummer,
and still is, all those shops getting torn down in Sugarhouse. 9th & 9th is still pretty cool, but it used to be much cooler when
Chameleon Artwear used to be there, etc. Just stuff like that. More
sick places to shop and hang, rather than the stale replacements like Barnes & Noble, and fucking Cafe Rio.
Gavin:
What are your thoughts about local retailers and how they deal with
local products?
Julian:
For the most part it's pretty good. SLCitizen is doing some cool
stuff with local artists/brands, as well as FRESH on 9th and 9th.
And I've gotten some great support from some bigger stores locally,
knowing I'm a local individual with a local brand - it's going out on
a limb for some of them, I understand there is only so much risk a
shop can incur with taking unproven brands. Some start up brands
have great products, but they don't know anything about the back end
of business, so how can a shop expect to get your products on time,
order in the proper timeframe, and have proper follow up
communications etc... Shops can respect you and your product, but
they are doing business with you, they have to feel as good about
doing business with you as they do about your product.
Gavin:
Do you have any favorite shops you like to work with or shop
from?
Julian:
I like Positively 4th Steet Music, SLCitizen, Lenitech, Uprok, Milo,
Causwell, BackCountry.com, Deep Powder House up at Alta, Cliff Sports
at Snowbird, Fresh, and Prospect up in PC.
Gavin:
A bit on the local sports, what's your take on extreme sports and
how they're handled in Utah?
Julian:
At the underground level, it's off the chain. Sport by sport it is
insane! Media at large here could do a better job, they say only 8%
of Utahns ski or snowboard?! What?!
Gavin:
How do you feel our slopes and resorts compare to ones across Denver
and California?
Julian:
We blow them out of the water. Well, our snow does, our terrain
does. Their are some sick resorts in Cali and Denver, but they can't
touch our snow. Not even close. Alta/Snowbird/Brighton are #1. In
the world. Our snow is untouchable.
Gavin:
Do you see anything on the horizon changing for skiing or
snowboarding, or do you think things will remain as they are for a
few more years?
Julian:
It's always changing. Look at skiing or snowboarding ten years ago,
it's all connected, the progression, but look ten years from now -
going to be ridiculous. It already is. Snowboarding is and always
will be established with the riders in mind. And that is going to
continue to change in skiing, more and more rider focused companies
will emerge and lead the industry.
Gavin:
What can we expect from both you and Discrete going into next
year?
Julian:
More stoke, more love, and just know I'm always looking to get rowdy
in the mountains. And with Discrete, I've dedicated myself to
produce the best possible headwear style, function, quality, fit, and
look. I will continue to make the athletes an integral voice and
force behind our products. And I'm always looking for the next kid
to sponsor...
Gavin:
Aside the obvious, is there anything you'd like to plug or
promote?
Julian:
I have to give a shout out to Billy Poole: BillyPooleSkiFoundation.org. And thanks to all my ski sponsors: Atomic, Spyder, Skullcandy, BackCountry.com, Smith Optics & Helmets, Discrete, and POW Gloves.