Being Discrete

It all starts with a vision. Steve Jobs was a visionary. He describes the Apple vision this way: “Apple at the core, its core value, is that we believe that people with passion can change the world for the better.”

We all grow up with the American Dream. If you really want to succeed, you will eventually achieve what you set out to accomplish. For those individuals who have the ability to focus on their passions and make something come of them, their path provides true inspiration.

Julian Carr, 32, is one of the world’s best professional skiers. Known for his massive cliff jumps and a fearless ability to drop big airs, accompanied by varying styles of head and facial hair, he is often referred to as the Flying Yeti. With segments in major ski films, numerous magazine covers, and with a kind, confident, and calm disposition, he is a highly regarded athlete in the ski industry.

Discrete Headwear, a soft goods company initiated in 2005, is Julian’s American Dream. He was studying Economics at the University of Utah, and, as he shares, “I was serving tables and in school full time. I looked at the money in my pocket, which wasn't much, and I decided I would buy a few thousand dollars of beanies, t-shirts, and hoodies and take them to the local embroiderer to apply the "Discrete" name and logo I made, pixel by pixel, with a MacPaint program from the 80's on my 90's computer. “

“Discrete” is derived from the 15th-century Latin word “Discretus”, which means “separate”. Carr learned of “discrete principles” in a computer science class at University. The product names are based off many of these principles and the company logo was created from the “Tower of Hanoi,” a mathematical puzzle that has its roots in ancient Vietnamese legend. The legend states that when the last move of the puzzle is completed, the world will be enlightened.

Discrete’s modus operandus: “embodiment of separation from the pack. We are unique; a concept and style that follows no trends.”

Carr immediately recognized how to grow the company from the ground-up—with the support of buyers within the ski/snowboard industry. He selected individuals in the Utah scene and created a team, built a website, and brought the brand to life. With a tight crew that now consists of twenty of some of the best snow athletes in the world, he continually invests back into those that support him.

There are always hurdles, and sometimes they can be massive. After an initial three-year investment, Discrete had built up a strong presence and it was the right time to head to its first tradeshow, “SIA” in Vegas. Just at that time, Discrete was dealt a huge blow. One week before the tradeshow, Julian’s business partner, skier Billy Poole, passed away in a ski accident.

Julian reflects, “Discrete had a million reasons not to make it. But, with the help of many amazing friends, we got there. I set a goal for sales and we almost tripled it.  It was true validation from buyers; they liked our brand and our vision.”

2011/12 will be the fourth official business year for Discrete. The company has grown by 100% each of the last two years. Carr’s first paycheck will be in January 2012. He has learned a lot in the process.

As he states, ”Excuses don't exist. You must get the task completed.  It boils down to you. And, it is very rewarding to see a direct output from your input.  It is also a great feeling to see rippers you don't know rocking the brand, whether it's beanies or a sticker on a car, showing that people believe in what you've created.”

Growing up in Salt Lake City, Carr learned to ski in the 8th grade when his mom talked him into trying it. He was hooked. In 9th and 10th grade, he and his pals would look for cliffs and jumps at Solitude, UT. He’d found his life passion.

His other passion is now Discrete. Carr loves the process, enjoying everything from the marketing to the product design to the creativity in stylizing a brand.  For Carr, it is all about the creative outlet he finds in both skiing and business. Through the company’s growth, he shares, ”I now understand the back end of the snow industry both as an athlete and a business owner. I know how to articulate what I'm doing on the snow and translate this into a quantifiable platform in the business world.”

As he looks back on Discrete’s progression, he has some advice, “Don’t let anyone define what your capabilities are.  Don't let lots of "NO's" discourage you.  In fact, expect them.  Let them motivate you.  Only you know what you're capable of. . . .”

Looking to the year ahead, Carr is still hungry. He offers, “I've trained harder this off-season than I ever have. Where am I going this year? Can't wait to find out.  I am a powder hound, so I'll be out there sniffing. . . . and Discrete will continue to deliver fresh content, online, print and video, and we'll keep offering the best headwear, mens and womens button-ups/flannels and hoodies.“

Discrete is now sold in six countries and ninety-five shops nationwide. Carr is also doing co-branded beanies for other companies, and, just this past week, announced a new partnership with Mark Miller Subaru in Salt Lake City. If Discrete keeps pace, like “the Tower of Hanoi”, the puzzle pieces will come together for its ultimate success.

A successful business will always look for the next big thing. If passion and innovation make a company great, then Discrete Headwear is on the right track. Steve Jobs recognized that to grow, you must innovate, “We don't know where it will lead. Just figure out what’s next.”

www.discreteheadwear.com

Buy Discrete at Backcountry.com.

Check out Discrete’s Athlete Videos: http://vimeo.com/discretetv/videos