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.”

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.)
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