Holden Outerwear Launches New E-commerce Site
Holden, the California-based outerwear company founded by entrepreneur and snow-sports legend Mikey LeBlanc and designer Scott Zergebel, launches a state-of-the-art web site and Fall/Winter 2018 Collection, marking a new era for the iconic brand.
Holden was born in 2002 when LeBlanc and Zergebel partnered to make stylish performance outerwear, bringing function and fashion together in a way that no other brand had before. Now, in conjunction with the launch of their F/W 2018 Collection, the brand unveils a new website designed by developer Joseph Bergdoll at Extended-Play in New York City. This new site tells Holden’s story with a robust visual language of impactful imagery and innovative videos.
“We made sure these products felt as tactile and lifelike as they could on the screen,” said Bergdoll, who also teaches leading-edge web design at The Cooper Union in Manhattan. “How the fabric moves is something we really focused on. The new site is day and night from where we were to where we are now. It’s pretty big.”
The site is designed to give customers a far more gratifying experience in online purchasing. “It feels as though you’re in the racks of the store and you’re discovering new product,” Bergdoll said. He described the inclusion of unexpected photos and videos as “organized distraction,” which lend the same clean-lined aesthetic feel you’d get if you were to walk into a brick-and-mortar Holden store. “I recreated experiential moments in a digital manner,” Bergdoll said.
Highlights on the site include Holden’s Down Sportswear Collection, a line made with premium trackable down and Polartec® performance fleece built to act as layers under technical outerwear or stand-alone streetwear. Also new is the revolutionary Corkshell Summit Jacket, winner of the 2018 ISPO Snowsports Product of the Year Award in the Outer Layer category. True to Holden’s “eco-friendlier” ethos, the Summit Jacket and Pants incorporate Schoeller Textiles’ recycled cork content to add heat retention without insulation.
The look and feel of Holden’s new line and site is mirrored across all their social media channels and marketing materials. The shift marks a new era for Holden under president Adam Shiffman, who hired CMO Arlie Carstens to helm the brand’s marketing pivot while retaining LeBlanc and Zergebel at the heart of the brand’s sales and design teams.
“It’s not easy product to make, and there aren’t many brands that do it well,” Shiffman says. “With our new e-comm site, we’ve elevated the brand presentation to match the quality of our product offering.”
Check out Holden’s new site and F/W18 Collection at holdenouterwear.com. Follow them on Instagram at @holden_outerwear.
Holden makes stylish performance outerwear for the unconventional adventure. Designed with an elevated, urban aesthetic, our focus is to redefine the natural order of outerwear. We create iconic and versatile pieces of unrivaled quality—for life on and beyond the mountains.