This time, we will be talking about the boot brand GEN FACTORY, which has gained a lot of support for its development attitude that continues to focus on products together with riders and its high technology, at "JSP SNOW EXPO JAPAN 2024" (held February 13-14, 2024 @ Pacifico Yokohama). I asked.
“FUTURE-W” is here!
"FUTURE" is a representative model of GEN boots, and uses different materials for the upper and lower to achieve lightness and flexibility, and quick response. This model is used by many professional riders and is highly rated, but for the 2024-25 season, a women's model named "W" has debuted in the "FUTURE".
The shell material is the same as "FUTURE" and is lightweight and has a soft flex of 75. The buckles are made of poly-reinforced carbonate, which allows the boots to easily twist during freestyle movements, allowing them to be used in a variety of situations. It covers girls freeskiers, park riders looking for more style, and expert freeskiers looking for more control. This exhibition attracted a lot of attention.
All higher-end models include a footbed made of thermo-elastomer material that absorbs impact to the heel.
Three tastes of “BLACK”
"GENESIS" FLEX95 is available in three colors. Platinum black with glitter that gives a sense of luxury ``GENESIS'' FLEX90 is carbon black, a unique charcoal-colored Japan color, and ``BUMPS9R (Flex 90)'' is matte black, all three high-end models are black. Although it has been unified, all colors are slightly different.
GEN's sustainability initiatives - Rental boots made from recycled materials
Since the '23-24 season, GEN has been working on developing rental boots using recycled materials from the perspective of SDGs. For juniors, the shell, cuff, and protector components are made from recycled plastics and recycled materials directly from the production site of regular boots, and are made from approximately 50% recycled materials using a unique original resin blend manufacturing method. succeeded in commercializing rental boots.
Currently in the 2023-24 season, it is being tested and deployed at Grand Snow Okuibuki in Shiga Prefecture and Spicy Rental in Hakuba.
Due to their popularity and proven safety and performance, we will also develop recycled boots for adults in the 2024-25 season to strengthen our lineup. It is planned to continue to be rolled out at Gran Snow Okuibuki Ski Resort and new ski resorts of the Nippon Ski Resort Development Group.
Information
official website: https://genfactory.jp/
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