Press Releases

Sid Factor Seven returns to niche with launch of Scapegoat

Boulder, CO –Jason Olden and Eric Lyon, the same imaginative duo that founded Sid Factor Seven nearly five years ago, will strike again in 2007. Their Scapegoat brand will launch with a limited collection of men’s outerwear jackets for the fall/winter season and will debut at the Outdoor Retailer Winter Market in Salt Lake City and the Las Vegas Project Global trade show.

The debut collection reflects the team’s extensive professional experience in the outdoor and action sports markets as well as their unique perspective on function and design, which is in large part a result of their active lifestyles and global travels. Scapegoat jackets are patterned to fit easily and wear comfortably. The clean, classic styles are familiar yet the technical materials and progressive construction techniques used are the most innovative and advanced available. The idea behind their evolutionary leap in design was to create products with a purpose that are both technically correct and always appropriate.

Also fueling the development of Scapegoat and the initial collection was Olden and Lyon’s desire to return to niche. Lyon has said that, “The Scapegoat project started more than two years ago. We have seen product quality suffer during years of brand consolidation and price engineering and felt compelled to once again make product king and agreed not to cut any corners, hence the name Scapegoat. It’s about taking responsibility when others don’t. We felt we had the responsibility to create these products that we know the market wants.”

The Scapegoat brand represents a design collaborative involving a broad spectrum of creative professionals from apparel designers to carpenters. Renowned photographer, Jamie Kripke, was tapped to create the unique visual language seen throughout Scapegoat’s branding materials. Local Boulder designer, Steve Perce, and custom builder, Mark Hunter, were asked to design and build the brand’s Outdoor Retailer trade show booth. The two have created a structure that will be a story in itself at the show by using unique, completely recyclable and reusable materials. Just like the Scapegoat jackets, brand quality is evidenced in the details.

Olden and Lyon, as well as members of the collaborative, will be at both the Outdoor Retailer Winter Market in Salt Lake City January 27-30 (booth 36191) and the Project Las Vegas show February 14-16. Attendees are encouraged to stop in, check out the booth, try on the jackets and meet the crew.


Jason Olden and Eric Lyon have worked on the product side of business with industry giants including The North Face, Reef and Adidas/Salomon. The pair started Sid Factor Seven, a Boulder based design firm in 2002. Scapegoat is a Sid Factor Seven collaboration.

Contact: Gina Werner,, 303-442-4628

# # #

Gina Werner

Ph: 303-442-4628

Fax: 303-449-5796