Season Equipment is trying to break the cycle of new gear every year
"Season’s plan is to change the footprint and life span of its products and to share that responsibility between the brand (which will break the new-gear-every-year product cycle), the shop (which will maintain the product for life), and the user (who will theoretically hold on to their gear for a long time). Pollard knows it’s not a perfect plan, and he doesn’t actually know if it’s going to work—“Maybe everyone buys our stuff once, and then we’re done,” he says—but he thinks it’s important to try."
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