With the hiring of industry veteran Martijn Linden as new VP of softgoods, California-based Jones Snowboards is making it clear that the launch of the brand’s new apparel line, slated for fall/winter 2021, is not meant to be a flash in the pan. After careers at Armada, Black Diamond, Patagonia, Quiksilver and Rip Curl, Linden most recently worked at Burton as VP of softgoods development and innovation. At Jones, he will be responsible for the design and merchandising of the apparel line that serves the performance-driven and backcountry-oriented winter sports markets. He will join Chris Westen, Jones’ global lead of softgoods, on the apparel team.

According to an article published earlier in OBJ.com, the new line will include three separate collections, which the company is calling Shralpinist, Uphill and Mountain Surf for a core user group. Ten years on the market, but new to the apparel business, the brand’s start into the business is ambitious and focused on sustainability: all materials are Oeko-tex and/or Bluesign-certified and a majority is recycled. According to the company, Jones’ production facilities are all certified by BSCI (Business Social Compliance Initiative) or WRAP (Worldwide Responsible Accredited Production). Jones is also a member of 1% For The Planet.