Here we go for a Little Labels with Dalikfodda! Born from the distaste of how fresh and clean cut the image of snowboarding had become Schoph & Ian kicked in the the front door to bring the the party back to snowboarding, where family comes first and the politics and contracts can just stay home and suck it! After forming an army of shredders doing seasons in France or straight from the land where most are raised in refrigerators and oversized doormats they have pushed on to spread Deathpunk Propaganda to rest of the Europe and beyond. All are welcome but no bullshit is allowed. Ian Thrashmore has plenty to say so I'll stop here. Enjoy.
What's the story behind Dalikfodda and what does it mean?
Remember snowboarding in the 90's? We do, and we wanted to bring some parts of it back. It was less serious and more of a laugh, no contracts, no pushy parents, no training programs, no moderation, no drug tests, no politics and no bullshit! We want our brand to be about good times and friends, not money and coverage. Dalikfodda is about backing the underdog, doesn't matter whether that's rock music, underrated riders, Yorkshire skat
ers or bands. That's what we have always done and what we will keep trying to do.
Ian at King's Cross
Originally, Dalikfodda started back in 05 with Schoph in NZ. He came up with the logo and put it on the long hats. For the first year, it was him alone getting British riders in Tignes involved. We joined forces to throw a launch party in April 06, which was really just an excuse to play metal in a resort bar. We (Thrashmore and Schoph) officially formed the company in October 06. Back then it was a few guys on the team who commonly liked shredding, Guinness and rock music. Since Schoph and I still ride a lot and we don't really expect anything specific from our team, we have had more people ask to join the team than we have asked to join. We are one of the very few British brands out there and we try to keep the team involved in company affairs. Because of this, we have ended up creating something that is theirs as much as ours. The team have got behind us and i know a lot of them feel as strongly about Dalikfodda as we do. This was never intentional at first, but it was one of the best things we could have done and the family couldn't have turned out better. It's especially rad that so many British riders with different board sponsors and different paths now have Dalikfodda in common, it proper adds to the family vibe. As we expand and get involved with more non-Brits, the Dalikfodda mentality preceeds us and seems to ensure that the right people are drawn to us.
A trail of red flames follows Ian when he rides down hill at all times. Photo: Dan Medhurst
In 05/06, snowboarding was still well dominated by hip hop. I'd been out of the sport completely for more than 5 years, and when I left it was still all about stoner rock and metal. I always thought that with all the white middle class kids in the sport, the whole "gangsta" thing was pretty weird, (more the attitude than the music). It didnt represent in the slightest what me, Schoph and Will were about, and we knew that we couldn't be the only ones to think like that. We started the company on fuck all money, so we had nothing much to lose and decided to run with the rock theme. No-one else was doing it, so we could embrace the metal cliche and go fully over the top. This would have been risky if we had spent lots of cash starting up or needed to turn a fat profit on the first year to keep investors happy, but not being a slave to the dollar sign meant we could do things our way.
Ian doin' it in denim at Freeze 09, London.
I guess that the music events are another way that Dalikfodda has always been about doing things a differently. The initial launch party in 2006 led to a gig with the Gentleman's Pistols in Tignes in 2007 and from there into the Shithouse Tour for 2008 and 2009. It's grown in step with the clothing side. The events have really set us apart from all other brands small and large. We are the only people taking real, live rock music to resorts. The fact that we are small and independent means that we can encourage drinking, debauchery, and general wrongness without worry that some director's board of fat cats might not be impressed with the less than athletic angle. We are free to do what we want. The original party got organized just so a bunch of mates could listen to music that we liked, but it's fucking cool to see people you don't know so stoked on a party you threw. You know they are gonna run home and each tell 10 of their mates about Dalikfodda. Even though the tours have royally fucked our finances twice, they have provided some of our greatest moments and probably will continue to do so.
Ian thrashing the slopes at St. Foy Photo: Sam Mellish
Through it all though, the evolving idea has been to create something that is more than the sum of its parts; a "don't give a fuck" concept, plus a tight crew, plus a sprinkling of mad parties and heavy music. The key is not to become stuck in a rut that you create. Even though lots of people know the deathpunk snowboard thing that's not all there is to Dalikfodda. You don’t have to be a rocker to be down with Dalikfodda any more than you have to throw double corks, enter competitions, or shoot video parts to be on the team. You don't have to be a signed metal band to come on tour or get music on the site any more than you have to ride in skinny pants to be mates with us. There are no cliques with Dalikfodda, we hate that shit. It’s about having a team/family that works in the context of the brand and having a brand which works for folks out there in the real world.
Oh, and contrary to popular belief, the word Dalikfodda means nothing. I've been told in no uncertain terms that it's a rip off of robot food, that it’s Norwegian and a whole host of other things, but hey, what the fuck do I know? That said, we are offering up prizes for people who post the most outrageous lies about what Dalikfodda means on Wikipedia, so get on there and make some crazy shit up. 
Gary Greenshields riding till the last patch of snow is gone. Photo: Dan Medhurst
So what's new for this year?
We have a full new product range on our new website. The hats can now be worn long, or turned up in a "Rowley" style, we have four new t-shirts, and a bunch of other stuff on there. There are still more products in the pipeline for spring and summer 2010. We also have a car and two stages in the Dirt 2 video game (Xbox, PS3, Wii, PC, etc) so be sure to check that shit out if you haven't already. We also have a new blog at www.dalikfodda.com/blog, which will (eventually) be backdated right to the first launch party in Tignes, to give the full Dalikfodda story. With comps, vids and other stuff, we just play it by ear and see what stuff comes up, so expect the unexpected.
Dalik tees get the girlies
Mark Farrell floatin'. Photo: Dan Medhurst
Are we gonna see any events or shows that we can come smash shit and drink beers at this season?
Don't worry mate! Once again this year Dalikfodda will make your ears bleed and your girlfriend cry. Everything is in the process of being sorted at the moment, so I don't want to put too many details out before plans are finalized. Suffice to say; "LOOK OUT WINTER X-GAMES; DALIKFODDA IS COMING TO EAT YOUR CHILDREN!" As soon as we have our shit sorted, we will give Method a shout and let you know what's happening where and when.
Being from the UK, do you have huge Fridge Kid Militia?
Not as big as you might think. Dalikfodda started really with riders who were living in Europe doing seasons and we're pretty removed from the indoor scene in the UK. In addition, we don't sponsor kids: if they aren't old enough to come to the pub for a few pints, they aren't old enough to be on the team. Our "second generation" team, including Billy Neilson, Tom Guilmard, James Carr and Laura Berry, can just about get served these days and are much more involved in the indoor scene, so we have started to see more "fridge kids" rocking the 'fodda. I'm all for it. Without the indoor and dryslopes most UK guys wouldn't even be riding and we would only have posh kids who could afford lots of ski holidays in the sport. I've even started riding indoor myself a bit recently because commitments in the UK mean I don't get as much time on snow as I used to. It's all good, except the bloody gay helmet rule.
Billy Nielson crawls out of the dumpster to crap a backside 50-50 on the ledge. Photo: Dam Blauer
James Carr pours a little steez sauce out of his spout. 
Tom Guilmard flippin' the dirty bird to the world. Photo: James North
Can you gimme a quick run down of the Dalikfodda riders?
We have quite a big family. In no particular order: Will Hughes, Jenny Jones, Mark Ruparelia, Rich Hookes, Dom Harington, Jack Shackleton, Chris Chatt, Laura Berry, Tyler Chorlton, James Carr, Billy Neilson, Tom Guilmard, Gary Greenshields, Ed Gunn, Thibaut Pomarat, Yann Barthelemy, Will Tarbet, Mark Farrell and Davy Zyw. Plus our much loved skier Paddy Graham. Our semi-retired team (sponsored for drinking) are: Josh Wolf, Nelson Pratt, Hamish McKnight, and Ryan Davis.
Do you find you need to hook up people with a lot product in the beginning to see a return?
In our case for sure, but in the beginning half the stuff we gave out was to folks in resorts who let us crash on their floors, bar staff in return for beers and generally to people who helped us out on trips away.
We have always had a large team, which means lots of hook-ups there, but I think that a well-placed hat and board sticker is by far the best advertising we can ever get. Add to that a rider who is stoked on the brand and it sells product without a doubt. Our team is our biggest asset, without those guys we wouldn't have got anywhere. Sometimes you can even see their progress on trips as the orders from people who have seen/shredded with/hung out with them arrive through the website. That's really cool, cause we know those guys love Dalikfodda and are shouting about it. Also, you have to get them out amongst the industry folk. If you don't plan for all these giveaways it may be painful, but it's part and parcel of the industry and the benefits often totally outweigh the costs.
We even budget extra stuff to hook people up with. That means that we can sort out people who are rad, but might not put anything directly back into the company. It might seem pointless or counter-productive, but I rate that cause it keeps the Dalik family varied and interesting and means that we can keep backing underdogs everywhere.
Chris Chatt calypso king on the steel drums. Photo: Dan Medhurst
Would you rather be a cowboy or a pirate?
Pirate, definitely. YAAAAAAAAR!
Do think the Yanks will be rocking Dalikfodda one day?
Who knows, they are a strange breed. Me and Mark Ruparelia are off to the States and Canada in january, so we are going to put up a big fat EU flag with the Dalikfodda logo in blood on it at the top of Mt. Baker and claim the place for Europe. If we do ever make it over there it will have to be a natural expansion. We aren't in the business of forcing things to happen, and with so much going off in Europe, we have a lot to keep us busy for now. Never say never, though.
Ed Gunn shows some ski nerds why they should try snowboarding. Photo: Document
What's the criteria for becoming a Dalikfodda band?
For the tour, they have to rock! It's a bit more complicated than that though, because the music has to be accessible. Bearing in mind that a large part of the audience on the tour are not die-hard rock fans, the bands have to play stuff that everyone can get into, so no black metal, or 200 beat per minute industrial noise. It also helps if they are nice people - traveling around together for a few weeks, you don't want primadonnas or moody artist types.
For the website, the bands are mainly people we know, cause we have to obtain permission to put the tracks on there. If you check out the site though, it's not all rock. We have hip hop (although the most anti-gangster kind) from Welsh nutters GLC and country/folk acoustic from Serious Sam Barrett. It's about music that we think is good from artists to whom we want to lend the small support that we can.
Funniest memories from the Shithouse tour?
Just us lot being general ass wipe fuckos! Here's my Top 5 Moments in a sentence each:
1) Some guy pulling a knife on us in Mayrhofen; we grabbed his arm and drove off, then let him go at 30 km/h about 20 meters down the road.
2) Shitgoose and Stu (from Gents) dancing to Phil Collins in just their underwear in front of loads of people, and I mean PROPER dancing.
3) Me, Schoph and Vince all punching the same dude (at different times) who was being a total dick at the Morzine gig (we renamed him the Terminator, as he wouldn't stay down).
4) Shitgoose being found asleep with his cock in his hand on a Skype sex call to his girl.
5) Hippy Sam making weird noises at Swiss border guards while we had 5 snowboards duct-taped to the car roof.
*Check the whole Shithouse Tour story here - Welcome To The Dalikfodda Shithouse Tour!
What do you do with hippies after you kill them? Recycle them?
The meat goes to the dog food factory and the bones get boiled down for glue! Ha, no seriously, we run a rehabilitation program for them and try to turn them back into useful members of society. The glue factory is a last resort.
If you had to fight a bear-shark, which animal would you want to be?
I'd be a dolphin-wolf, as they have strength, speed and intelligence.
Pom going for a swim. Photo: Andy Parant
Gooseshit! Photo: Sam Mellish
Do you give any thought to worker's rights and eco-friendliness in production? Or is that is just some hippy shit?
I don't necessarily think of either as hippy shit, but in the hands of unwashed, dreadlocked activist types they sure as hell can be.
Worker's rights are important, and I'd hate to think of our stuff being made by kids that should be at school, or by people getting paid less than they need to live a decent life. With eco-friendliness, it's more difficult; both to know that the product is really made the "eco-friendly" way, and to know that the eco-process is actually genuinely better for the environment than the old method. I maintain a healthy skepticism about some of the organic/eco stuff that you hear these days. With very little real scientific research, its often left to hippies to shout at the rest of us to change our ways, and sadly, those that shout the loudest often know the least.
We have the hats fully dyed, knitted and embroidered in the UK by Ugandan Dave (good guy and well over 16 years old!). It's the same with our t-shirts, and this also guarantees some level of eco-friendliness due to British legislation. I generally prefer getting stuff in Europe because the manufacturers have a better idea about our market (quality rather than quantity), it's good to support Europe, you know that kids aren't making your shit and also because when things go wrong (as they inevitably do), I can pick up the phone and yell at someone who understands me, without having to wait ten hours because of time differences.
When we do source from outside the EU, we use an intermediate site that awards factories depending on what checks the third party site has performed, so you can see that their premises have been checked for working conditions, child labor, etc. I know that this method is not fool-proof, but we do what we can. It's hardly practical to fly over to China to check on a factory, when your whole order is only a couple of thousand euros. The best you can do is to be mindful of the factories that you choose. Generally though, whenever possible, we would have the stuff made in the EU. Keep it proper and all that.
Check some of the new goods:
Have you figured out Einstein's Theory of Everything?
Haha, not quite yet I'm afraid. I'm now in the last year of my PhD. I study how stars form rather than the theory of everything, but I have been working with Jorgen (Bataleon owner and inventor of triple base technology) on his theory of everything. Unfortunately, that has to take a back seat until next year as my final doctoral year, plus shredding, plus Dalikfodda just means that there aren't enough hours in the day for everything. It's something I'm sure I'll go back to though. Keep watching this space.
What can we expect in the future from Dalikfodda?
We'd like to expand in Europe in partnership with retailers and even distributors to find all the like-minded shredders and unite them under the deathpunk snowboard banner. We want more epic parties, more sick shred trips, more collaborations with other brands, more losers to ride with and just to keep a good thing going by involving our team and friends in any new shit we make or do. On a serious note, the one thing that has become apparent is that the best things that come up are often not planned or expected, and as a independent brand we are free to grab opportunities that we are stoked on, so it's really hard to say.
To keep moving forwards, me and Schoph will have to start working closer to full-time on it. If we can make the finances work out it will mean that we can get loads more done. We will have to strike a balance though, because in driving these things too hard, it's easy to lose sight of what Dalikfodda is about and lose what is special about it.
Mark Farrell hurdles the avy barriers. Photo: Dan Medhurst
Where can you find Dalikfodda gear and where can you follow your trail of blood and boarding online?
You can find us on the world wide web at dalikfodda.com, where there is a full online shop. We ship to anywhere in the world at no extra cost. Our blog is at www.dalikfodda.com/blog. We are also at facebook.com/dalikfodda and myspace.com/dalikfodda
Thanks to?
Thanks to our lass Yawen for her unwavering support. Thanks to all the team for rocking our shit loud and proud. Thanks to everyone who has helped promote the brand for the last three years or sponsored our events - especially Vans, Dragon Lodge (Tignes) and Dragon eyewear. Most importantly, a massive thanks to everyone who has, or is about to, buy some of our stuff.