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Q&A: With Saunte of Flipside Fresh an Extreme Sport Apparel Line

The Athletic Genius interviewed Saunte of Flip Side Fresh an extreme sport apparel line that integrates music, style and imagery of popular culture. They aim to breakdown the stereotypes and bring awareness to the diversity of adventure sports.

Q: Why did you call your line Flipside Fresh and when did you launch it?
A: We choose the name Flipside Fresh because we felt there was only one side of extreme sports being shown to the world.  The "flip side" echos the sense that we wanted to show the other side of extreme sports, not everyone involved in these sports today fits one box, looks a certain way or comes from a particular background.  We also wanted it to be "fresh" - something new, hip, different.  We launched on Jan 9th, 2011.  Our project was also chosen to be featured on Kickstarter.  It's a great opportunity for people to show their support for our idea and the start-up.  A video with more about us and what we're doing can be found at:

Q: What inspired you to develop Flipside Fresh?
A: We wanted to show that people of all colors, ethnicities, races, backgrounds and cultures participate in sports such as skiing, snowboarding, surfing, skydiving, etc.  In addition to bringing awareness to minorities involved in extreme sports, we also wanted to introduce a fresh perspective to extremers.  There wasn't anything out there that gave a voice to this growing group, so we decided to incorporate hip-hop and pop culture into apparel for extremers.

QWhat are your plans for the future to developing the line?
A: Since we launched during ski/snowbaording season, we are currently focused on winter sports.  Of course, throughout the year, we plan on offering options that will appeal to extremers outside of those on the slopes.  We currently have t-shirts in our product line, but plan on expanding to offer additional apparel items such as hats, tanks, long sleeve shirts, etc.  Our online store is up and running at, but we would like to make our products available in stores to be more accessible in the future as well.

Q: Are you starting to see more diversity in the extreme sport industry?
A: Absolutely!  Over the past 10 years we have seen a growing interest and involvement by various ethnicities in extreme sports.  More and more people from diverse backgrounds are trying out sports for the first time and it's always great to see.  For example, numerous African-American ski clubs can be found all over the U.S. today. These clubs and groups like "Soulboarders" create a community for people to learn more about skiing and snowboarding and open up a whole new world of opportunity for those wanting to get involved.  On our website, wehave a blog that highlights extremers participation in sports and tells the story of how they got involved and what they love about the activities they do.  It's a great way to build the community to share common experiences, expose people to new sports and show people diversity.

Q: Talk about some of the designs that you are creating for the tees
and which ones are your more popular ones?

A: We wanted to tie youth, fun, hip-hop and pop culture with the apparel line so many designs will be a spin on hip-hop lyrics such as our "The Good Life" and "Board so Hard" shirts.  We also found that people enjoy the logo we created so it's become one of our most popular.

David Garzon is the in-house Graphic Designer for Flipside Fresh.


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