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Making its debut for Winter 2012/13, TevaÂ® (a division of Deckers Outdoor Corporation NASDAQGS: DECK) unveils the Lifty Collection, the brand’s first ever, high performance, winter boot collection for men and women.
Lift operators are the least celebrated yet most visible employees at any given mountain resort. They live their work lives managing relationships 10 seconds at a time between each chair. It’s a lifestyle defined by beer, boom boxes and boots, subsisting on beef jerky and bar food. The party ends at 2 a.m. and work begins three hours later. Paying homage to the best of mountain town living, not only does the Lifty Collection provide an effortless transition from the hill to the bar; it’s also a natural progression for Teva as it enters the winter sports market and becomes an authentic 365-day brand.
Headlining the Lifty Collection is the Chair 5 for men and the Jordanelle for women. Both feature a one piece, injection molded EVA outer construction with White Spider rubber outsole and a lightweight, rip-stop waterproof lace upper. Complete with a removable 250-gram Thinsulateâ„¢ LiteLoftâ„¢ liner (that can also be worn indoors as a bootie), the Chair 5 and Jordanelle don’t sacrifice warmth yet weigh in at about half the weight of other boots. The Chair 5 and Jordanelle also compress down to the size of any normal shoe, making them a cinch to pack.
Born on the Colorado River in 1984, it’s only natural for Teva to evolve into a four-season brand that incorporates water whether it’s frozen or moving. As snow is a different form of water, progressing into the winter sports market is a different form of Teva. Teva’s connection to water is manifested in the products it makes and its support of clean water. In partnership with the Waterkeeper Alliance, Surfrider Foundation and Ocean Conservancy, Teva’s â€œA Pair for a Footâ€ campaign will clean a linear foot of global waterways for every pair of shoes sold.
Stuffing butts on ski resort lifts may not be glamorous, but it is one of the best jobs on the planet. The Lifty Collection ensures endless days of warm feet and winter comfort. For more on Teva and the 2013 Lifty Collection, go to www.teva.com.