Icelantic is one of those companies that was founded with a strong dose of drive, inspiration and absolute love for one thing in particular: skiing. Having gotten off the ground in 2006, Icelantic was launched by three high-school friends who had a hankering for business, a passion for graphic arts and a total obsession with stellar snow conditions.
After spending just five minutes with Annelise Loevlie (one of the founding owners of Icelantic) about why she began this company almost immediately upon graduating from The University of Vermont, her eyes still light up six years later as if it were her first day on the job. When this girl talks about the conceptual design ideas for the 2011-2012 ski season it's clear that this is more than just her job; this is her genuine, true passion.
There are a fair share of graphic-driven skis on the market and despite the tough economy new companies are popping up all over the place. However, Icelantic forges ahead with constant growth and success ski season after ski season. Currently, with an awesome new office space and showroom in Denver, 8 full-time employees and slew of sales reps scattered all across the globe Icelantic is nothing short of a force to be reckoned with. It's amazing where a good business adviser, a great idea, and a whole lot of dedication can lead.
Each season Icelantic launches a new theme of graphics on their skis, which is ultimately what sets them apart from their competition. When I first set eyes on this brand last season the skis were covered in beautiful illustrations of famous musicians. This year: animals. However, they're not just any animals. When the company began brainstorming on what animals to illustrate and put on their skis they gathered nearly fifty ideas of striking animals who emanate a specific 'power'. In the end the team narrowed their choices down to nine designs: the walrus, elk, mountain goat, lynx, salmon, turtle, pelican and grasshopper are the lucky ones to have made the cut. Why these specific creatures? Each product description gives clear explanation: "The salmon's aim is to overcome all obstacles that present themselves." Who doesn't want to overcome obstacles in the same way a salmon swims upstream? Dedicated and confident with precision and fearlessness. Sign me up.
Annelise works in partnership with Ben Anderson, co-founder of Icelantic, and Travis Parr who is the company's art director and mastermind behind Icelantic's notorious designs. As this article is released Annelise and Ben are in Switzerland working with small ski towns creating art galleries in bars to feature the paintings that coincide with each design and sell the skis at selected venues in specific mountain resorts. They quite literally are unstoppable.
It goes without saying that this team operates under the premise that 'the sky is the limit'. Keep an eye out for next season's designs (which are without-a-doubt phenomenal), new developments and cool events here in Colorado. If you appreciate skiing, you'll appreciate Icelantic.
Jayme Hummer - Jayme is excited to join the Contributing Writers for Suite 101 where she can touch on all of her passions at once. She is a certified ...
