Transform Gloves are living up to their name, creating some of the most innovative and fun ideas in snowboarding, via the oft-neglected market of keeping fingers toasty - in the snow, on bikes or street - adding quirky Euro humour to a somewhat dry, US saturated scene.
The brainchild of UK scene/comedy legend Tom Kingsnorth, Transform may only be a few years old, but Tom's wit, connections, plus his love for the shred and art, saw the entire range sell out last winter - earning Transform some pretty high profile copy cats.
Both DIY, limited edition and slick, we're big fans. So we caught up with le Grand Fromage, aka Tom, for some random quick Qs and a bit of story behind his brand...
So, how did the idea for Transform come about ...and that name?
In the summer of 2007 I was home after a season and couldn't find a decent job for myself. The only job I found was working in this bakery from 4am to 8am, then have a break until midday, then noon to 7pm 6 days a week. I hated it and realised that if I didn't take matters into my own hands I'd be doing mundane jobs like that forever. I Can't remember how the name came about - it just sounded right
If you could get anyone in the world - alive or dead - to rock a Transform glove who would that be?
I am happy with the team we have now [which includes future superstar Jamie Nicholls, Basa Stevulova, Gulli Gudmonson and more] all amazing riders with professional attitudes- they are getting it done. But, if it could be anyone I would say God, so that I knew he existed and we could run a great marketing campaign with him involved.
How do you turn an idea for a glove into reality? Talk us through the process...
The artist and I will sit down and go through all the photos I have taken throughout the year - in London, Sweden, Austria etc and begin to discuss ideas. We draw up the artwork, work out the materials and sizing, then send it to the factory. Once we get the samples back I will test each one marking the changes and improvements that are needed - until it's perfect. This means we always get a real solid product out for production
Why gloves?
I wanted to make headwear originally, but thought the market was getting flooded. I saw that there were no legit European glove companies, so I wanted to make a go of that. A lot of people said it wasn't possible so I wanted to prove them wrong.
What was the hardest thing about setting up on your own?
Nothing major really, just learning how the whole industry works in general. So far so good and I haven't made any huge mistakes.
Future plans for Transform?
To keep making product to the best of our abilities and expand our distribution channels across the world. We've just added Japan, South Korea, Canada and the US...
If money or profit was no object, what would be your dream glove?
I think that we are doing that already now to be honest. For next year we have a couple of models that have never been done before - so that will turn a few heads.
Which artists do you work with and why?
For the past couple of years I have worked with the designer and illustrator El Miro from Amsterdam. He totally gets where I am coming from and puts the mess that is in my mind on paper. Check out his site www.elmiro.nl.
Any advice for anyone wanting to set up their own business?
Go for it and don't let anyone tell you that it can't be done. If you have the knowledge in that field and the passion, you'll make it work. Just be prepared for a lot of work, but you will love what you do.
Imagine you're Gok Wan: what are be your top snowboard style tips?
I don't know because it's irrelevant, you should wear what you want and not care. But, I would say don't let anyone put you down: if you learnt how to turn be stoked that you progressed, dont let anyone tell you otherwise.
