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Firewire to add Luke Short Designs to product line


Industry Updates

Firewire Trips On LSD

Surfersvillage Global Surf News, 8 August, 2012 : - - Firewire is proud to announce a design partnership with Australian board designer Luke Short, the founder of Luke Short Designs (LSD). With a design pedigree that includes shaping for Simon Anderson and Channel Islands before setting off on his own under the LSD label, Luke was a natural fit for Firewire. 

Under his own brand, Luke went on to work with many top pros, including Julian Wilson, and now brings a highly refined level of experience to the Firewire family. Additionally, being an accomplished surfer in his own right, Luke enjoys the benefit of personally test riding his designs at a high performance level in addition to rider feedback.

“It feels great to be working with Firewire,” Luke said, “and I’m excited to work with new materials and construction methods to help create the best performing surfboards possible”.

Firewire CEO Mark Price added, “Luke and I began talking almost 3 years ago and we’re stoked that we’re now working together. Our goal has always been to build Firewire into the best surfboard brand that we possibly can, and to that end, working with a very select group of designers like Luke will enable us to offer premium designs to a broad cross section of surfers”.

The first Firewire/LSD model will hit retail towards the end of 2012 and will be Firewire and LSD branded, highlighting the relationship between the two board builders. Distribution will remain confined to Firewire’s existing, premium account base.
“Firewire believes that refinements to the shape of today’s modern surfboards can only produce incremental performance benefits.  Exponential improvements in performance require the ongoing development of new materials and construction methods which, in turn, will fuel new design opportunities.”

Source: Firewire

Author: Chris Cary

Tags: Firewire Surfboards, LSD, Board Design, Surfboards

Industry: Surfersvillage

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