"Best of British" - Amél

Posted on Wednesday 11th January, 2012 Times Viewed: 3147
Here is the second instalment of our "Best of British" snowboarding brands! We had a catch up with Nez the founder and head of Amél about where the brand came from, designs and manufacturing.
GB: Hello Nez, tell us a bit about yourself?

NE: I’m Nez, from Sheffield, a skateboarder, a snowboarder and head of Amel

GB: Tell us a bit about Amel, how did it all start, etc.

NE: I’ve been riding since a young age, done numerous seasons working the usually season jobs and since then have always just been involved in the snowboarding scene. When I was growing up, I started up a small t-shirt company selling standard tee’s to local skaters in the area, this then grew and grew, somehow forming into more of a snowboard company. Me and a friend always rocked up for riding in our M&S thermals and decided we could try and make something better fitting and nicer looking.

GB: You mean there were no decent thermals in snowboarding?

NE: There was thermals in the market, but the variety was pretty limited, and most thermals are just, well, plain ugly, and either too expensive or too cheap and nasty to have any effect at all.

Amél- Backer Thermal
Click to view full imageClick to view full image

GB: How did you start out?

NE: It took about a year to get a quality therm layer to market, from the design and branding process and manufacturing in the USA. We launched at the metro show in 2009 and started selling on own website and then shops stared showing interest.

GB: Most brands usually outsource manufacturing to China how come you don't?

NE: Nah, we don’t believe in sweatshops, that’s just plain exploitation! We have our stuff made in the states, as we are a small company, we feel much more comfortable ethically doing it this way, we don’t wanna turn into some evil corporation!

Amél- Highlife Thermal
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GB: Is that something you feel strongly about? The “man” aspect and big corporations in snowboarding?

NE: It’s a bit of a complicated subject which has a lot of different view points but yeah, I kinda feel the way snowboarding is going, especially with big brand names getting into the sport, a little bit of the spirit is disappearing, and everything is for money, you just gotta look at the price of gear now! Snowboarding was born out of skateboarding, and originally skateboarding was for kids who didn’t have any money to do anything apart from skate on the street! On the plus side snowboarding is more popular than ever and where there is popularity there is profit, which is a good thing in the current state of the world! I should probably shut up now as I sound like a moaning granddad!

Amél- Sheesh T-Shirts
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GB: So what has Amel achieved in the 3 years since its formation?

NE: Things are going good, way better than we could have expected. Right now we are in loads of independent snowboard shops in the UK, we have some awesome riders onboard; Jonny Russell, Tim Russell and Luke Pompa representing. Plus we have managed to keep the company working smoothly with just us few guys, who are all long time friends, which is great!

GB: Plans for the future?

NE: Last year we started to get European interest (we now have stores in Switzerland and Italy), which awesome as we do all our own distribution too. So the plan is just to keep adding to our range and spreading the Amel love.

GB: Thanks for giving us an insight into Amél!

Tim Russell at the Relentless Freeze Festival 2011
Click to view full image

If you want to win some rad Thermals and T-Shirts from Amél head on over to competitions page or check out there website http://amelsnow.com/!
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Comments (338)  
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