Forward Retains New Management With Industry Veterans
FORWARD, the acclaimed brand synonymous with progressive freeskiing and snowboarding gear, announces the launch of its FW24/25 collection under new management, marked by a renewed commitment to innovation and sustainability. Retaining its legacy of crafting technically superior, durably-made and progressive outdoor apparel for those who seek premium performance, FORWARD is poised to embrace a new era with unyielding focus on excellence and sustainability within its products.
FORWARD is headed by two industry leaders; Tony McWilliam and Lionnel Ducruet. Global Brand Director Tony McWilliam stands as a visionary figure in the realm of action sports. As the founder of Faction Skis, the driving force behind the award-winning eco-friendly techwear brand GHOSTS, and the creative genius behind Candide Thovex’s iconic outerwear and skis for the past decade, Tony McWilliam assumes the responsibility of shaping long-term vision and overseeing day-to-day operations.
“My journey with FORWARD began in 2016 with the creation of the initial project vision at a time when the world was just awakening to the urgency of climate change,” said McWilliam. “FORWARD offers unparalleled style, uncompromising performance, and genuine sustainability solutions from the outset and after five years working on other amazing projects I look forward to leading the team into the future.”
McWilliam’s counterpart is found in Head of Product Lionnel Ducruet. Lionnel Ducruet’s storied journey began in starting as a pattern maker on the factory floor, further ascending to become Brand Director of French legacy brand Eider and Killy. He has been the silent architect behind brands like Black Crows, Planks, Horse Pilot and other esteemed industry brands. With three Gold ISPO awards for Eider and two additional Gold ISPO awards for his work with other prominent brands under his belt, Lionnel Ducruet is a force of nature.
“Sustainability is not merely a buzzword; it is intrinsic to our identity. We are at the vanguard of industry transformation, championing innovations such as recycled and bio-based materials, waste reduction strategies, and a holistic approach encompassing rental, resale, repair, and end-of-life collection initiatives,” Ducruet said. “Furthermore, we have groundbreaking projects in the pipeline that will redefine industry standards.”
Three main style lines define FORWARD’s repertoire – tech-laden Manifest for the high alpine adventurers lasered in on premium performance, inbound-inclined Catalyst for those who prioritize stylish, clean designs that retain performance and Root, for lightweight protection on warmer days. Each piece is interwoven with sustainability throughout, with recycled, bio-based, PVAS-free DWR materials. Intentional design with longevity in each piece’s life cycle is top priority, with end-of-life collections and recycling programs integrated into FORWARD’s DNA.
