Lamborghini hits the slopes

Lamborghini has entered the luxury snowboard game, announcing an unusual collaboration with CAPiTA Snowboards and Union Binding Company.

As part of the deal, the Italian marque has slapped its familiar logo on a board designed and built by the Austria-based CAPiTA, as well as pair of Union bindings, though only 200 boards will be made available globally.

According to Lambo, the collaboration channels its “legacy of relentless performance innovation into the snowboarding world”, with the CAPiTA Warpspeed all-mountain sled taking inspiration from the car maker’s iconic design language.

The Sant’Agata manufacturer joins the likes of Louis Vuitton and Balenciaga as luxury brands to tap into the world of snowboarding; a trend that’s sure to raise a few eyebrows in the tightknit snowboard community.

Of course, skiing has a long association with luxury, with a European après scene that is more competitive than a Milan fashion show.

Brands such as Bentley and Porsche have collaborated with ski makers, while Audi has a long and famous link to winter sports.

Incidentally, all three are owned by Lamborghini’s parent, the Volkswagen Group.

But the snowboard industry is a very different and often judgemental beast.

A famous sticker once read: “Snowboarding… it was better when you hated us”.

That was in reference to the sport’s boom in popularity in the early 2000s, which saw many mainstream brands attempt to cash in on the once countercultural and slightly anarchist pastime.

Many hardcore snowboarders have continued to resist the commercialisation of the sport, which makes collaborations with luxury brands somewhat controversial.

That said, the fact Lamborghini has chosen to work with two reputable and core snowboard companies means this collaboration could have a tad more street cred.

CAPiTA was formed in Seattle in 2000 and is now based in Austria, while Union was co-founded in Italy and Seattle in 2005.

Both brands boast strong teams of pro riders, including Jess Kimura, Kevin Backstrom, and Arthur Luongo.

Listed at $US1495 ($A2344) and developed in Austria with 100 per cent clean energy, the CAPiTA Warpspeed is the brand’s most expensive board by a country mile, but it still has nothing on Balenciaga’s boujee $US6500 ($A10,191) board, or LV’s $US8550 ($A13,405) luxury handmade plank.

For reference, quality snowboards rarely exceed $A1600

It is unclear if the Lamborghini board and bindings will be available in Australia, or if they will be sold through Lamborghini dealerships.

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