Inside Freeskiing’s New Boot Brand: Phaenom Footwear

When I see a new brand launch, especially in the boot category, it catches my attention. In a space where gear takes years to refine, with a very brand-loyal customer base, it’s a big deal. Boots are just so tricky to get right: the fit and flex are often ambiguous and have to line up with very specific needs. And even if the company nails that, there will be some skier’s whose feet won’t like it. Furthermore, it’s always impressive when a brand-new company tries their hand at it, like Phaenom Footwear .

Faction Skis’ parent company, Full Stack Supply Co., announced in 2021 that it would be stepping into the boot game, launching the new Phaenom Footwear brand. After a trial season in 2023/24 with a soft launch of two models for athletes and insiders, the brand will roll out a full product line this winter in over 200 shops across the world including REI, Backcountry.com, and Evo.com.

Related: Review: Phaenom FS 01 120

Why now?

I was lucky enough to pick the brain of Phaenom’s head of hardgoods Daniel Tanzer prior to their launch to see what sets this boot apart. The first question I always have for new gear is why now? What is it about the space that necessitates a new product? The answer was simple: their team realized there was a unique opening in the space.

Tanzer says, “We set out to create a new ski boot brand because we saw a gap in the market for a performance freeski product that was at once circular and design-driven. The trends were going towards mass-market, overlap and super-light touring. For us, freeskiing is about fun, excitement and versatility.” So, Phaenom wanted to make a new boot that built upon the progress we have collectively seen in the industry, as well as create a more cyclical and sustainable product. Tanzer shared the four design pillars that have driven the product: stylish, practical, comfortable, and cyclical.

Most recently-released boots have used similar technology, and conform to current market trends. We’ve seen boots go from the classic four-buckle/overlap design, to a three-piece shell. Then there’s the current trend of high-performance crossover touring boots, and more recently the large-scale adoption of BOA technology, replacing forefoot buckles. Thinking outside the box, Phaenom thought they could take some past designs and turn them into something novel.

Related: Best BOA Ski Boots of 2024

Design features that lead to better performance

To make a truly unique product, Phaenom took pieces of the traditional overlap boot and a three-piece design to create something new. They worked with performance footwear designers from across the globe to make a product that would blend features from older products. Tanzer says, “our boot features a distinctive shell concept: it combines the best of both worlds of an overlap and a three-piece. The hybrid/cabrio design solves these problems by providing flex control, maintaining high flex performance with a good range of motion, and you can step into them with ease.” The new boot shape will cater to the freeskier who wants to preserve performance while also having a more comfortable boot.

Tanzer shares that their shell construction paired with the patent-pending Phaenom strap, creates an “exceptional and progressive flex.” The Phaenom strap is a component they have added in place of buckles on the cuff that provides unique characteristics of rebound, shock absorption and flex control.

Circular sustainability

Another core pillar of the brand has been their attention to the recyclable and replaceable nature of elements on the boot. All of the buckles, screws, shell components, and strap have been engineered and designed to be swapped out for new pieces when the old ones wear out. This could be a game changer industry-wide as far as parts breaking and ruining an otherwise still-rideable boot. They have used processes during construction like assembling parts with screws instead of over-molding or gluing them together. That all promises to cut down on waste, as well as make the boot more durable.

The aesthetic of the boot also fits in with both their circular pillar as well as their style goal. Tanzer says Phaenom “aims to inspire the idea that products should be meticulously crafted to minimize resource consumption and avoid contributing to landfills.” The sleek black shell is simple yet will stand out in clean style in the park and beyond.

Will it work?

Full StackSupply Co and Phaenom have spent the last four years designing this boot. There were times during the research and design process where they almost launched earlier but to bring this product to life, they needed to give it the tests and time to make sure it was right. That patience is paying off and they are getting praise from world-renowned boot fitters, field and machine testing, and a cohort of professional skiers that all have come back with great reviews. They feel like they have been able to create something new and special for people from a variety of freeski backgrounds to get their hands on.

Personally, I’m excited to see a new boot and new technology in the freeski world. I bet because of the fit, general inclusive flex, and style of skier it caters toward many people will be able to make this boot work. Moreover, it seems like their attention to detail, passion for culture and style, and how seriously they are taking sustainability will be a great addition to the ever-changing ski world. I think there will be a lot more high end technical footwear to come out from Phaenom. But what that means for the ski industry, but as Tanzer said, “we’ll have to wait and see.”

Phaenom Footwear is available now at EVO.