WHAT IT IS: ATF -- or Analog Technical Fashion -- is a nineteen-piece collection for winter 12 / 13 that infuses basic lifestyle clothing pieces like plaids and hoodies with weather-shielding performance features found in hyper-technical outerwear. "When I started thinking about designs, I literally tried to create something I could wear anywhere and feel like myself in but I could also jump on the hill and shred with if I wanted to," said Trevor Andrew, who helped create the line along with Mikkel Bang and Danny Davis. The Balance Flannel is perfect example: form and function, together at last.
WHY IT RULES: The Balance Flannel, like the other pieces in the collection, doesn't look or feel like some sort of tech nerd mashup (makers of "rideable denim" take note). Rather, feels like a regular flannel shirt you could rock every day. The key difference? With anti-bacterial, moisture-wicking, quick-dry, 4-way stretch fabric, it won't turn into a sopping stink rag after a few hikes up to that secret rail spot. Analog Design Director Joey Jorgenson sums up the motivation behind ATF like this: "It was critical for us to implement everything in a way that was real and not gimmicky. We feel like we've made some real improvements to gear that picks up where a classic 2L shell is too much for conditions or when a rider feels more like expressing his off-the-hill style." In short: more crushing it, less kook factor.