Jamie Lynn’s name carries weight in snowboarding. That kind of history doesn’t let you half-do anything. Outerwear under his own brand, one he owns with his friends, is something he’s wanted his whole life. Now it’s here, and it’s right from the first run.

What makes it special is the friendship. Jamie and Schoph have spent years on the road together, painting, riding, and drawing inspiration from the community that raised them and giving it right back. That’s what’s in these pieces. With our team riders already shaping what comes next, this is only the start, and we’re humbled to be doing it. To the 1910 family who’ve had our backs since 2018: this one’s for you. See it first at outerwear.9teenten.com. Get involved.

“Having a 30-plus-year run as a sponsored rider, having a hand in building brands, and watching companies grow into what I felt was an unsustainable business model where more was never enough — now with 1910 we get to choose our own adventure. It’s the ultimate DIY journey. We’re using all of our collective experience, with the best of friends and the most talented, amazingly creative individuals, to build something that is ours to share with the world. Keeping the integrity and soul intact is our goal, and the opportunity to create an outerwear program with the highest standards of quality and function is a dream come true. We invite you to join us on this odyssey of awesomeness, and thank you for the support.”

— Jamie Lynn

“I’m proper chuffed with where we’ve taken 1910. Building the outerwear program felt like the natural next step, but seeing it actually come together means a lot. A lot’s gone into getting us here. To bring 1910 into that market and chuck our two penneth in feels pretty fucking wild. If I’d told 12-year-old Schoph, learning in the UK on a plastic dry slope, we’d end up here, he’d have probably thought I was talking bollocks.”
— Schoph

For more information head over to their website here.