Dirty Habits X Mystic Collab
Sat 15th Apr, 2017 @ 3:00 am
Dirty Habits and Mystic have teamed up, bringing an innovative collaboration to the sport of kiteboarding. Their aim is to bring together diverse perspectives to create products that are truly unique. Plus, they want to offer some stylish shred threads. Graham Howes, Dirty Habits founder, tells us about the roots of the project, below.
Just over a year ago, I was packing my car for a big air training session a few days prior to the start of the Red Bull King of the Air, when Max Blom, the owner of Mystic pulled up in my driveway to drop off a new harness and wetsuit branded with my name and the South African flag printed on. The waiting period was ON and we had been on standby all week. I was anxious to get on the water before the sun went down, but invited Max in for a quick beer. Well, 6 beers down and the sun long gone, we were in a deep conversation about kiteboarding and the future of the industry and the sport we are both so passionate about.
Five years ago, I set off with an idea to find a way to expose the sport I love to the rest of the world in a way that everyone can relate to. To other athletes from different sports to the dad sitting behind his desk seeking inspiration. Let’s be honest, kitesurfing isn’t exactly seen as the ‘coolest’ sport. We are referred to as the rollerbladers of the sea by some, and this didn’t sit well with me. How can a sport that offers so much freedom and possibility have such a bad rap? Well 5 years later, Dirty Habits has undoubtedly made an impact on this, with such a core crew of athletes and personalities from different sports and cultures. Without being linked directly to kiteboarding with a product, we have managed to get our culture and sport onto the TV’s and computer screens of millions of non-kiters. What better way than to showcase the world’s best kiters from different brands, to kite in a ‘non-performance style kiting, but rather doing stunts, exploring new spots, partying, and living life alongside top athletes from different ‘cool’ sports.
The next step came when we actually wanted gear available to express our lifestyle, and I’m a firm believer in getting people who are great at something to do that specific thing, rather than trying to mimic it. Dirty Habits doesn’t make gear… We make content.
MYSTIC is one of the most trusted brands in the industry, pushing the limits of innovation and technology on and off the water… DIRTY HABITS pushes the limits in performance and take day-to-day activities to the next level… Seems like a match made in heaven.
Kiteboarding has never pushed brand collaborations, not like skateboarding or snowboarding does. It’s a concept, that if done correctly, steered by people with passion, can create unique and amazing products, Look at BURTON X ADIDAS, VANS X SUPREME. Yes kite brands collaborate with their riders and make great collections and pro models but to synergize between 2 brands with the same vision is… Well, visionary.
It was a long road, 12 months of designing, curating and testing products which had to be approved by not only us but by the Dirty Habits Crew, the guys who live the lifestyle and are the influencers in this new culture. But finally, we are stoked to present to you the Dirty Habits X MYSTIC Summer ‘17 Collab.
– Graham Howes
Designed by the Graham Howes in his home town Cape Town and the MYSTIC creative teams, the line consists of 5 apparel pieces; Boardshorts, tank top, tee, party shirt, and a sweater all which feature the Dirty Habits X MYSTIC branding.
mysticboarding.com/dirty-habits
