Leaders in Snowsports Protection Introduce New Helmets, Goggles, and Back Protection
Flaxta, the Swedish brand redefining sports protection through performance, style, and innovation, is introducing new helmets, back protection and goggles for the 2023-2024 season. Offering a range of innovative products for skiing and snowboarding, Flaxta’s helmets, back protectors and goggles have all been designed to offer the best possible protection and comfort on the mountain.
Founded in Stockholm, Sweden in 2018, Flaxta was born from passionate individuals and snowsports industry veterans dedicated to moving sports protection forward through true innovation. Combining cutting-edge materials, new technical solutions, and best-in-class functionality in its products, Flaxta aims at increasing safety and improving the snowsports user experience at every turn.
Loaded with Technology, Helmets Are Getting Even Safer
Flaxta’s ever-popular Deep Space helmet is now offered in the premier Deep Space Alpha Mips(™) style, providing the new standard multi-directional impact protection system, integrated Recco® search reflector, Primaloft® insulation, and twICEme® technology, with which responders can access critical information in the event of impact or injury.
By simply tapping a smartphone to the twICEme symbol on the helmet, responders can quickly receive vital information including medical profile, insurance information, and coordinates.
All of Flaxta’s best-selling Deep Space helmets are now available with Flaxta ID – a truly unique way to customize any Deep Space helmet for easy recognition and personalized style. Removable, replaceable Deep Space Hardshell Top panels and silicone goggle clips allow for over 1,000 unique color combinations by swapping out the panel or clip for elevated personalization.
All Deep Space helmets feature Foamfit adaptive foam for a dialed-in, individualized fit, adjustable ventilation, and a Fidlock magnetic buckle for easy closure with gloved hands. The Deep Space Alpha Mips is $270 MSRP and the Hardshell Top panels, compatible with all Deep Space helmets, are $16 MSRP.
Flaxta’s full helmet collection starts at $140 and is available at snowsports specialty retailers nationwide and in Canada, and online at www.flaxta.com.
Behold: Back Protection, Better Than Ever
Truly up-leveling snowsports safety, Flaxta has created the most ventilated, flexible, and low-profile safety-certified back protector on the market. Using its award-winning AVA (Absorn, Vent, Adapt) compound, Flaxta’s Behold back protector absorbs impact, vents and breathes, and adapts to the wearer’s comfort and protection. The Behold is amazingly thin and flexible, highly breathable, and easy to wear, bringing back protection and user comfort to an unprecedented level.
“Years ago, we saw skiers and riders start to embrace helmets for snowsports safety, which has now become the majority of people you see at resorts,” said Pete Appleton North American Sales Director for Flaxta. “Protection from spinal and head injuries is critical, and the Behold makes back protection as easy and comfortable as throwing on your base layer, back protector, jacket, and heading to the hill. We see the future of snowsports protection as one in which a back protector is simply a default and everyday piece of the wearer’s kit, just like helmets are today.”
Mikael Odén, Head of Product Development for Flaxta adds.
“The idea behind Behold is to encourage more skiers and snowboarders of all levels to consider wearing a back protector. While many back protectors on the market are bulky, stiff, and cause sweating, our focus has been to offer a certified protector without compromising on comfort. With the Behold, we’ve eliminated the need to choose between protection and comfort. This is something that customers and ambassadors worldwide seem to appreciate, and the feedback we receive so far is both energizing and a testament to the fact that we have a unique product that has earned a special place in the market.”
Henrik Harlaut, the most decorated skier in X Games history, considers the Behold an everyday skiing essential. Harlaut is considered one of the most innovative and influential skiers of all time and says.
“Flaxta’s take on back protection is refreshing and allows me to focus on my skiing without having to worry about my equipment.”
Extremely wearer-friendly, the Behold is safety certified and available in men’s and women’s for $200 and in junior for $140.
Goggles Get Sharper with Enlight
Flaxta also features Enlight lens technology across the entire goggle collection. Developed by Flaxta in partnership with Zeiss, ENLIGHT lenses filter visual information and boost contrast, allowing for faster reaction times and a safer ride. The premier Episode style offers a magnetic lens-change system, 3D-shaped face foam for optimized fit, and Enlight lenses for maximized contrast.
On-trend in an oversized silhouette, the Episode’s look is as sharp as its contrast, and is available in 7 frame colors and 3 lens colors, for $200. Flaxta’s goggle collection starts at $80 in a variety of styles for juniors, men, and women.
Also new for the 23/24 winter season is the Solid, a goggle style that brings a high level of clarity to mountain adventures. Created with inspiration from Flaxta’s award-winning Prime goggles, these mid-sized goggles feature a sleek frame that showcases a clean and distinctive aesthetic, perfectly tailored for smaller and mid-sized faces. Solid retails for $130.
Flaxta was founded in 2018 in Stockholm, Sweden, by a group of passionate individuals dedicated to making an impact and innovating the world of sports protection. By continuously seeking new materials, solutions, and functionality to improve the level of safety for its users, Flaxta’s goal is to keep skiers and riders safe while enhancing on-snow experiences through its products. Since its inception, Flaxta has created products that have turned heads and received numerous awards and recognitions worldwide. The brand is available in 19 markets globally and in 300 retail partners globally. To learn more, head to www.flaxta.com and follow at @flaxta on Instagram and Facebook."