Sometimes, brand partnerships are so obvious, so amusing, and also so completely unnecessary that they’re genius. I say owning your place as “the number two outerwear company in the world” by locking arms with a company that provides portable toilets fits all of those categories.
Is there an obvious application for promoting both snowboarding gear and porta potties side-by-side? Not really. But you can’t argue that Honey Bucket, the Pacific Northwest-based company renting portable toilets, doesn’t provide solid jibs. Funny sells, after all.
According to the Airblaster website, the collaboration is comedic, but it’s also a (funny) nod to the brand’s humble beginnings. The outerwear company began in the early-2000s when Travis Parker and Andrew Crawford made the snowboard film December. Jake’s father was a “legendary expansionist of the Honey Bucket empire” at the time, and they credit him with providing “a safe off-hill environment for Jake’s friends — aka the local snowboard community — to practice staying wild” in their early days. Fast forward 20-plus years later and Airblaster is well-known for its base layer products like its Ninja Suit. And yes, the collaboration includes a Honey Bucket-branded Ninja Suit.
“When Airblaster decided it was time to roll their sleeves up and get down to the dirty business of creating timeless and truly iconic snowboard wear — aka inventing future classics — they knew exactly who to call,” the website says. “They phoned Jake and Craig. And Honey Bucket, in case that wasn’t clear. So now you know. But since there’s no possible way to concisely paraphrase this multigenerational saga of spicy collaboration…If anyone asks you what the story is, we recommend this: Just shake your head and say, ‘This? It’s just some future classic style god-type stuff. I’m not sure you’d understand.’ Then blast some air.”
