Unless you’ve been living under a rock for the past couple of years (or maybe you just have better things to do than vicariously follow the friendships of professional snowboarders) you’ll have heard of the FRENDS crew. Monica, Chandler, Ross… Hee, hee. Nah, the FRENDS include Kevin Pearce, Danny Davis, Luke and Jack Mitrani, Mason Aguirre and Scotty Lago – in other words, some of the illest talent on the planet. There comes a point in every friendship, however, when simply getting together to ride between contests is not enough, and it’s time to MAKE SOME MONEY. Kinda hard to start a new business when you’re all sponsored up to the eyballs, tho. Hmmm… eyeballs yes, but not earlobes – which is why they settled on a new headphone brand to challenge the current action sports duopoly of Skullcandy and WESC. And to be fair, the ‘phones look pretty damned smart. This vid, made for the huge US snowboard retailer Zumiez, explains a little more about the gear and of course the riders behind it. And most importantly, it’s got some sick shredding in it.

Check out their new website at wearefrends.com