Holden, the California-based outerwear company founded by snowboard legend Mikey LeBlanc and designer Scott Zergebel, announced the company is teaming up with Backbone Media to drive the company’s public relations.

Holden was born in 2002 when LeBlanc and Zergebel decided they wanted to make technical outerwear with a streamlined streetwear style. Holden is also committed to using environmentally responsible materials. For example, Holden sources its trackable down from Allied Feather & Down.

“We set out to change the look of technical outerwear by developing apparel equally suitable for wearing on the street and performing in the mountains,” said Zergebel. “Our goal is to integrate beautiful design, modern fits, eco-friendly materials and high-quality technical features for a fusion of fashion and function.”

“Backbone is the perfect partner to represent our brand,” said LeBlanc. “Grounded in both mountain and urban culture, Backbone understands the importance of stylish performance outerwear. We founded Holden to be at the intersection of function and fashion, and we’re excited for Backbone to help us tell our story.”

“Holden is known for pushing the boundaries,” said Penn Newhard, Backbone’s founder and partner. “They make functional, fashionable, technical outerwear without sacrificing style or performance. They build beautiful products that make it possible for you to perform at the highest levels in high-alpine environments. This combination makes them unique in the urban outerwear market.”