Faction Skis Owner Full Stack Supply Co To Launch New Ski Boot Brand

Full Stack Supply Co. (FSSC), parent company of Faction Skis and FW Apparel, is excited to announce the launch of a new technical footwear brand set for release in fall/winter 2022. A new generation of freeski boots harnessing the energy of freeskiing culture will be the first product for the brand.

Faction does not build its own skis so it is likely that the boot will be produced by another player. This comes on the heels of Kastle's floating new ski boot designs in a marketplace that can be tough for new entrants.

“It feels like the ski boot industry needed a bit of a kick — innovation in materials and footwear have advanced massively, and yet most boots are still uncomfortable, while style seems to have peaked 20 years ago,” says CEO Alex Hoye. “We wanted something that we could get excited about, especially for freestyle, freeride and free-touring. We developed our vision with some of the great minds in ski boot development and street footwear to bring to life a boot delivering great performance, sustainable materials and reflecting form as well as function.”

FSSC’s talented team on four continents and a track record of brand-building provides a perfect launch platform, as Head of Hardgoods Daniel Tanzer explains: “Our plan is to inject much-needed excitement into the ski boot landscape. We feel lucky to launch a brand with the fundamental goal of reducing our environmental footprint from inception. A blank canvas has enabled us to implement unique, high-performance solutions.”

Tanzer indicates that early testing and feedback has been exciting, and the R&D process will expand this winter to a wider group of athletes, retailers and press contacts, ensuring a truly collective development of the final product.

FSSC has yet to release any information regarding the name or branding of this new project.

Full Stack Supply Co. and Faction Skis are headquartered in Verbier, Switzerland. FW Apparel is spearheaded from Annecy, France. FSSC is distributing globally via warehouses, expert in-house sales teams and operations across four continents. The company is comprised of an independent group of skiers, snowboarders, mountaineers, artists, filmmakers, engineers, partners, dreamers and doers, united by a love for the mountains and the world’s finest outdoor equipment.