This time, we spoke with GEN FACTORY, a boot brand that has garnered strong support for its development approach that continues to focus on products in collaboration with riders, and its high level of technical expertise,at "JSP SNOW EXPO JAPAN 2024" (held February 13-14, 2024 at Pacifico Yokohama).
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 commitment to sustainability: 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
Currently, for the 2023-2024 season, the boots are being tested and deployed at Grand Snow Okuibuki in Shiga Prefecture and Spicy Rental in Hakuba. They have been very well received, and their safety and performance have been proven, so for the 2024-2025 season, recycled boots for adults will be developed and the lineup strengthened.
Deployment is planned to continue at Grand Snow Okuibuki ski resort and to new ski resorts of the Japan Ski Resort Development Group.
Information
Official website:https://genfactory.jp/
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