HiLine… HiLine has been a dream of ours for the last 12 years. The dream itself has changed shape a little bit over the years and started in different places, but it’s always been there no matter what we’re doing at the time. From day one we’ve always wanted to do things that truly interest us and on our own terms. HiLine is just the manifestation of this thinking; a way to chase the proverbial dream to see where it takes us. But before it goes anywhere, it’s important to know what drives us to take a chance on this idea in the first place.
First and foremost, we really like to ski. I mean we really love to fuckin ski! And we love the mountains, our sleds, our van, and the backcountry that can be explored with all three. We love crushing laps at the resort too, but there is something about the backcountry that will change your life. The smell of 2-Stroke and fresh pow. It’s real, untamed, and it will totally kill you if you make one poor decision. But most of all, riding in the backcountry is a ton of fun!
We really like clothing. Not as much as we love to ski obviously, but we have a genuine interest in clothing of all forms and we really always have. Clothing is so unique in that it sits squarely between form and function. It is equal parts survival and self-expression. We care about what we wear when we’re cruising in our trucks just as much as we care about what we wear into the backcountry. Few things exist in this same way and we have a great appreciation for the style and craftsmanship of the things we choose to wear.
We really like creatively thinking about market economics and strategic relationships. We’re not proponents of outsourced manufacturing and the traditional retail model. Not necessarily because we just love all things Merica, but because the traditional way of doing things leads to stagnation in the marketplace. We certainly understand why most brands operate in this way, but we think modern technology has provided a better alternative. A direct sales model with a more robust US supply chain and manufacturing network allows for shorter lead times, higher quality, and greater innovation. It also allows a small brand like HiLine to maintain a closer relationship with all those involved in bringing a product to market. This way of thinking is the driver behind our way of doing things.
Altogether, HiLine reflects a true passion for skiing, clothing, and doing things locally. As a brand, HiLine has set out to design and build aesthetically simple and technically advanced insulating layers for real mountain people. Products are designed to perform well in the mountains, but also be stylistically versatile. We are passionate about all the products we create because they’re more or less an extension of ourselves. HiLine has been 12 years in the making and is rooted in what we truly love to do and care about. We are encouraged to be finally making it happen and we’re stoked to see where we can take it.