This time, we spoke to GEN FACTORY, a boot brand that has garnered enthusiastic support for its high level of technical expertise and development attitude that continues to focus on products together with riders , at JSP SNOW EXPO JAPAN 2024 (held at Pacifico Yokohama on February 13-14, 2024).
Introducing "FUTURE-W"!
The "FUTURE" is a representative model of GEN boots, and uses different materials for the upper and lower to provide lightness, flexibility, and quick response. It is a highly acclaimed model that is loved by many professional riders, and a women's model called "W" has debuted for the 2024-2025 season
The shell material is the same as the "FUTURE," but it's lightweight and has a soft flex of 75. The buckle is made of poly-reinforced carbonate, which makes it easier for the boot to twist in accordance with freestyle movements, making it suitable for a variety of situations. It caters to everyone from female freeskiers to park riders who are pursuing more style, to experienced freeskiers who want more control. It attracted a lot of attention at this exhibition
All premium models include a footbed made of thermoelastomer material that absorbs shock to the heel
Three flavors of "BLACK"
The GENESIS FLEX95 is available in three colors. The GENESIS FLEX90 comes in a luxurious platinum black with glitter, the GENESIS FLEX90 in carbon black, a unique charcoal-colored Japan color, and the BUMPS9R (Flex 90) in matte black. All three premium models are unified in black, but each color is slightly different
GEN's Sustainable Initiative : Rental Boots Made from Recycled Materials
GEN has been working on developing rental boots using recycled materials since the 2023-2024 season, with an emphasis on the SDGs. The shell, cuff and protector components are made from recycled plastic and recycled materials collected directly from regular boot production sites. Using a unique original resin blending method, GEN has successfully commercialized rental boots for juniors that are made from approximately 50% recycled materials
The boots are currently being tested and deployed at Grand Snow Oku-Ibuki in Shiga Prefecture and Spicy Rental in Hakuba for the 2023-2024 season. They have been very well-received, and their safety and performance have been proven. For the 2024-2025 season, recycled boots for adults will also be developed, strengthening the lineup. They
will continue to be deployed at Grand Snow Oku-Ibuki Ski Resort and new ski resorts under the Japan Ski Resort Development Group.
Information
Official website: https://genfactory.jp/
SNS: Facebook