Faction said Tuesday that it has received funding from Octopus Investments. No financial terms were disclosed in Octopus Investment’s press release although various outlets report the sum to be $3 million. Based in the UK, Faction is a luxury winter sports brand.
22 October 2013
Faction and Shoreditch cycle café Peloton & Co team up for Winter Takeover as Faction announces investment led by Octopus Investments
At first Spitalfields, epicentre of design and internet in East London, seems an unusual place to find enthusiasts learning about the latest lightweight skis and trying on cutting edge winter kit. But that is just what can be found from 25 October until March 2014, amidst evocative aromas of coffee and mulled wine and films of the world class freeride skiers amongst Alpine peaks.
Faction Skis – the explosive winter sports brand that shares head offices between Verbier, Switzerland and Shoreditch – has launched an innovative Winter Takeover of cycle café Peloton & Co. The Takeover is part technical ski collection, part winter apparel launch, and partly an atmospheric hang out where Londoners can watch ski film premières and live events like competition from the upcoming Sochi 2014 Olympic Games. Meanwhile it retains the flavour set by the Peloton & Co team including Butterworth and Son coffee and fresh Neal’s Yard lunches.
What is a ski brand doing in the heart of East London? The Faction team designs and tests its leading edge freeskiing hardware and apparel at Faction’s Verbier and Breckenridge, Colorado bases. However, The Faction Collective is an eclectic bunch with East London roots that run deep.
“I live in the Alps and that natural backdrop is part of everything we do. However, the inspiration behind our artwork and design often comes from the mix of ideas flowing on the streets of London, Berlin and Tokyo,” Tony McWilliam, Faction’s co-founder and Design Director, explains. “Shoreditch resonates for me – with its street art and café culture, it reminds me of growing up in Melbourne. Combine that with its huge focus on design and mix of cultures and opportunity and it’s not surprising that so many apparel brands are emerging here.” Tony’s creative genius is behind the company’s design-led products, including multiple ski models and the outerwear line shortlisted for the upcoming World Snow Awards 2013, which will be announced at the Telegraph Ski and Show in Earl’s Court, London.
Faction co-founder and CEO Alex Hoye leads Faction’s East London office and is a familiar face in the burgeoning web cluster. In 1999 he and two university friends launched an online start-up in an unheated office at the Old Truman Brewery, just 300 yards from the Winter Takeover on Brick Lane. After steering that start-up through the dot-com bust and ultimately to eighteen countries and a stock market listing in 2006, Alex started spending winter seasons in Verbier, where he met Tony. The two decided to pair their skills to create a unique brand that speaks to the modern skier, both in design and culture.