In October, Atomic sports announced that they were going to expand their offerings and add their well respected name to an apparel line. Atomic is a brand name that has been synonomous with skiing for close to 60 years to expand the valuable name to clothing just seemed logical for parent company Amer. For those not familiar with Amer, here is a bit of snow sports background on the Finland based parent company. Not only does Amer own Atomic, but also such industry giants as Salomon, Arc’Teryx and Suunto but also Wilson and Mavic, brands well respected in their own sports.
Ridgeline 3L Jacket in Red, Ridgeline 2L Pant in Blue Oil
What is Atomic bringing to the clothing market that their sister companies Salomon and Arc’Tyrex are not? Well first off all, this new line of Atomic are not just relabeled lines, but a feel unto themselves, material selections and fit are different than anything I have worn from the others. Design was helped and created by Daron Rahlves and Dana Flahr, two world class skiers that have had years of experience working and helping design clothing. Basically, Atomic was hell bent to offer a line of outerwear that was “Designed for skiers, by skiers”. Being involved in Atomic’s product development on the ski and boot side of things, I am stoked to be working with Atomic on this exciting project and launching their skiwear”, Dana Flahr comments. “I am super confident that we will be delivering everything that like-minded skiers need and I can’t wait to see where it goes from here.’
The first year offerings are broken down into three categories, Cliffline, Ridgeline and Treeline and Atomic was smart to the color offerings simple with maximum flexability and minimal confusion. I had a chance to spend a few days so far in the midline Ridgeline collection which focuses of layering. While this collection is Atomics middle offering it is by no means suffering from middle child syndrome, it would be a top level offering by most manufactures. Atomic was striving for a comfort level that was on par with the highest performance capacity. So many premium performance technical pieces are heavy and the hard shells are just that..hard..loud noisy and in some cases heavy. Not this new Ridgeline jacket and pants. It is light, soft and quiet yet has all the technical features you would expect being fully seam sealed, 20K/20K, 3L construction and of course properly placed pockets. Some companies will try to make a splash with in your face logo placement on a new product, Atomic is a lot more subtle with a gloss ATO MIC (I still don’t understand the current industry trend of separating each syllable for the brand name) that can be seen just in some lights and tasteful placement of their logo on the back of the lower leg, sleeve and still not over done on every zipper pull.
Edited by Philpug - 10/5/14 at 2:41pm