The freeskiing and snowboarding gear manufacturer Forward Outdoor Apparel Co. launched its FW24/25 collection under new management with a renewed commitment to innovation and sustainability.
Forward is headed by two industry veterans, Tony McWilliam and Lionnel Ducruet. Global Brand Director McWilliam is the founder of Faction Skis, the driver behind the eco-friendly techwear brand Ghosts, and the “creative genius” behind Candide Thovex’s outerwear and skis for the past decade. He is responsible for shaping the long-term vision and overseeing day-to-day operations at Forward.
McWilliam’s counterpart is Head of Product Lionnel Ducruet. Ducruet started his industry career as a pattern maker on the factory floor, ascending to become brand director of French legacy brands Eider and Killy. He has been the “silent architect” behind brands Black Crows, Planks, Horse Pilot, and others. Ducruet has received three Gold ISPO awards and two additional Gold ISPO awards for his work with other leading brands.
“Sustainability is not merely a buzzword but intrinsic to our identity. We are at the vanguard of industry transformation, championing innovations such as recycled and bio-based materials, waste reduction strategies, and a holistic approach encompassing rental, resale, repair, and end-of-life collection initiatives,” Ducruet said. “Furthermore, we have groundbreaking projects in the pipeline that will redefine industry standards.”
Three main style lines define Forward’s collection—tech-laden Manifest for the high alpine adventurers lasered in on performance, inbound-inclined Catalyst for those who prioritize clean designs that retain performance and Root for lightweight protection on warmer days. Each piece is woven with sustainability at the forefront with recycled, bio-based, PVAS-free DWR materials. Intentional design with longevity in each piece’s life cycle is a top priority, with end-of-life collections and recycling programs integrated into Forward’s DNA.
Split between the Swiss Alps and Annecy, France, the Forward Outdoor Apparel Company combines the talents and experience of over 50 years of designing and manufacturing technical performance outerwear.
Image courtesy Forward Outdoor Apparel Co.
