In an ongoing bid to bring mainstream respectability to the totally non-corporate counterculture sport of “snowboarding,” old-school snowboarder and Olympic competitor Nate Holland has been making noise recently about the importance of keeping tight, racing suit-style clothing out of the sport. As he told the Times: “I think the problem we have now is the emo look, and people trying to use that as an excuse for wearing tight clothing.”
- Your 2010 Olympic snowboarding team. USA!
Holland seems to want to avoid skiing’s mainstream, win-at-all-costs culture (and the attendant embarrassing speed suits) so snowboarding can hang on to underground, anti-establishment sponsors like Nike, Microsoft and Visa. In that spirit of rebellion and concern for his fellow rebels, he goes on to say: “I like to wear stuff that consumers can buy at stores. And they’re not going to buy a speed suit at a store that I’m wearing during a race.” Fight the power! Consumers represent! (Sorry Kid Cudi, no X Games for you.)