"L1 has always and will always have one driving vision: Street inspired, team driven outerwear with a focus on quality, fit and attention to detail.
Breaking the mould has been our philosophy since 2003. We believe that not all snowboard outerwear has to be the same, and not all snowboard outerwear is for everyone. This is the way we do it, it´s not for everyone.
L1 is outerwear." - Jon Kooley
Our focus for two thousand thirteen was simple - to push further. To continue to destroy the tired, preconceived ideas of what snowboarding clothing should look like, fit like or feel like. For too long our only choices as snowboarders were ill fitting glorified nylon track suits derived from an archaic generic winter clothing paradigm. To death with these ideas... Burn down the old and rebuild anew and let individual creativity and expression ride free.
Our inspirations do not come from the mountain, but from the everyday world and streets that surround us. Vintage roadway Americana, timeless military cues, classic workwear - our hearts and loves are what inspire the clothing we make, the colours we choose and the fabrics we use. Every fit is hand tailored thru endless prototypes to ensure that every new jacket and pant meets the highest standards of our team. No detail is left untouched or untested. We use only the most premium fabrics - Washed denims, Oiled vintage canvas, heavy wale stretch twills to ensure that each style is as individual as the rider that inspired it.
Our L1 Outerwear and L1TA garments are not designed for the price-point conscious, but they are sewn for those who have an appreciation for our uncompromising attention to detail. As we have said before, We are not for everyone nor do we want to be. We only continue to strive and push ourselves as a collective of like minded friends to change the perception of what snowboarding clothing can be.