Forward Outdoor Apparel, the freeskiing and snowboarding apparel brand, appointed Tony McWilliam as global brand director and Lionnel Ducruet as head of product.

As the founder of Faction Skis, McWilliam “spearheaded the establishment of the eco-friendly tech wear brand Ghosts and Candide Thovex’s outerwear and skis for the past decade” and said, “My journey with Forward began in 2016 with the creation of the initial project vision at a time when the world was just awakening to the urgency of climate change. Forward offers unparalleled style, uncompromising performance, and genuine sustainability solutions from the outset, and after five years working on other amazing projects, I look forward to leading the team into the future.”

Ducruet was the brand director of Eider and Killy. He also held design roles at Black Crows, Planks and Horse Pilot. Ducruet earned three Gold ISPO awards for Eider and two for his work with other brands. Ducruet emphasized his commitment to sustainability as “not merely a buzzword; it is 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. Furthermore, we have groundbreaking projects in the pipeline that will redefine industry standards.”

Forward Outdoor Apparel is based in Verbier, Switzerland and Annecy, France.

Image courtesy Forward Outdoor Apparel