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The Rebirth of SHRED.

The goggle, helmet, body protection, and sunglass company, co-founded by Ted Ligety, has a new logo, new website, and a new outlook for the future.

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Ted Ligety Racing
Ted Ligety doing what he does best.Photo courtesy of SHRED.

While the 10-year challenge is trending on Instagram, one ski accessory brand has coincidentally upgraded their looks, too. Granted, the original logo was drawn by a professional ski racer in 2006, so it’s easy to see why SHRED. was ready for a change.

“The old logo was a good reflection of who we were 12 years ago,” says two-time Olympic Champion and SHRED. co-founder Ted Ligety. “I was 21 years old, and kind of a rebel. I wanted SHRED. to stand out. The logo was practically something I drew and [SHRED.’s co-founder] Carlo adapted and refined. As we matured and evolved, the logo needed to change to show who we are as a brand and become more inclusive. It shows maturity and is a little bit less rough.”

SHRED. Brand Relaunch Video

The brand relaunch is more than just a new logo. SHRED. has incorporated the Slytech product line, including back protectors, gloves, pads, guards, and body protection, into the SHRED. brand, with the goal of broadcasting the brand’s unified message in a more focused manner. “They started off as separate companies initially,” says Ligety. “Over the years the [two brands] became more and more co-mingled…and we decided it was a good time to bring that brand into SHRED.”

“Moving forward, Slytech will exist solely as an ingredient brand,” says SHRED. co-founder Carlo Salmini. “This allows us to create a stronger, unified experience for our customers while continuing to leverage Slytech’s groundbreaking technology.”

Oscar Scherlin skiing
Oscar Scherlin sampling the new SHRED. products.Photo courtesy of SHRED.

The brand relaunch also includes three new products, including a new ski goggle, a lightweight helmet, and a slimmed down back protector to be unveiled at the 2019 Winter Outdoor Retailer trade show and will be available online soon. 

The SHRED. Rarify with the new logo.Photo courtesy of SHRED.

The goggle is a complete revamp of the Stupefy. “We took the Stupefy to the next level in terms of fit and comfort,” says Salmini. The new goggle is eyeglass compatible to align the product with the brand’s new effort to be more inclusive.

The all-new Totality helmet is a super light, durable ski helmet inspired by the popular Bumper No-Shock helmet, but with a totally redesigned integration of Slytech Foam and a superior fit. The new back protector, the Flexi Naked, is a thin, low-profile spine protector, designed to be “something that you can truly forget that you’re wearing,” says Salmini.

The SHRED. Totality helmet.Photo courtesy of SHRED.

The rebrand hasn’t just refreshed the company’s look, but also their appeal within the retail space. “A lot of new retailers and key partners are knocking at our door,” says Salmini. “At the same time, we’re strengthening and going as hard as we can on e-commerce, not in a way to get around retailers, but as a way to get more product in the market, especially where those products are not available.” 

This strategy is something other direct-to-consumer brands might be interested in following. Salmini continues, “it’s a very solid way to push our products into the market with strong [retail] relationships and with our own channels.” 

Those loyal to SHRED from the beginning need not fear the new changes: the brand will stay true to its roots through the relaunch. “What SHRED. is all about is enabling the consumer to have more fun. To be able to go out into the mountains, enjoy themselves, and stay protected,” says Ligety.