Amber Warner: This Is Me

Amber Warner, 28, is a marketing coordinator for Holden, based in California.

Five years ago the action sports industry was very male-dominated.Being the only girl was a problem in some of my past jobs, though it isn’t now. There weren’t many women in high positions and it was hard to be taken seriously. There’s been a big improvement since then.

Half the people in California aren’t local. They come from all over the country and the world to live here, attracted by the weather and quality of life, but its desirability makes it expensive, which I guess is the sacrifice. Holden is based in Oregon, which is very hip but I like it here.

My job consumes my life. It’s my day-to-day conversation and I take it home with me but then I really like it so that’s cool. PR and product placement is really important, as you have to match your brand to the right people. I really admire Burton for what they’ve done with the brand. How quickly they’ve grown it, turned it into this powerhouse, yet somehow
managed to maintain their roots and credibility. But my favourite brand in the world is Irregular Choice, they have a unique look, which you just don’t see anywhere else. Plus I’m a shoe junkie.

There are no waves in California without people on them. I live two miles from the beach, which is great, but the waves are crowded which is intimidating when you’re learning to surf, as you always feel like you’re getting in someone’s way. When you’re in the mountains you can always find a space with no people.

Doing sport as a kid helps you in later life.I used to swim competitively at high school and it’s good to be involved in a team. I also got into soccer and skiing, then snowboarding, as I lived in North East America. After my first powder day I was hooked.

Mikey LeBlanc saw an opportunity for Holden and he went for it, and you have to admire that. Did he see the gap in the snowboard outerwear market or carve his own niche and create demand? I don’t know, but I know snowboarders love it as it’s different and fresh, with a lot of attention to detail, from the fabric to the buttons. And the design team is tiny.

I relax by making scrapbooks. I print out photos and stick them in with other bits. Handmade gifts are always best appreciated, and though digital photos are nice you just forget them if they’re sitting on your computer. You have to print them out.

I’m optimistic about the planet’s future. So many people are taking positive and incredibly creative steps to improve the world, and the fact that being eco-conscious is a trend has to be a good thing. It’s the best trend our world could have and people have grown more openminded than ever.


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