A journey into Forward Outdoor with Lionnel Ducruet - Head of Product Development

Balanced on sensations, she climbs with her heart racing, chasing that breathless thrill at the summit. Whenever it’s possible, she escapes uphill only to get a faceshot on the descent, mouth filled with powder. In every effort, she draws from outdoor culture, winter and summer alike—only looking ahead, always with style. She designs the essentials with intent to unlock freedom: this is Forward’s singular vision, a shared mantra born from the brand’s visionaries.

Talent may set the rider apart, but it’s the micro-details that make the difference at altitude: the angle of a seam, the placement of a zip, the tension of fabric under strain, the evacuation of moisture in the cold.

The creative process starts long before the first sketch, with the raw observation of movements in action: a freeskier carving a face, a splitboarder braced against the wind on a ridge, a roped alpinist mid-ascent, a guide calling in to rescue teams. Each scene demands mastery, precision cuts, and millimeter-perfect pattern work. Nothing is left to chance. The product designer watches, decodes, and transforms these challenges into real solutions.

After two decades steering Eider, then shaping collections for Horse Pilot, Black Crows, Quiksilver, Burton… his career in technical design has been crowned with ISPO Awards. With more than thirty years in the game and collaborations with some of outdoor’s most iconic athletes, this backstage architect has built unmatched expertise. Yet he’s remained loyal to his first obsession: hiding technology inside essential details, delivering pure sensation in the wild.

Today, as Head of Product Development at Forward, he plants seeds for boosting the outdoor industry and builds alongside Tony McWilliam, Guillaume Janin, and their crew. Together they aim for high-end gear that’s functional, comfortable, and built to last. For him beyond the logo, it’s the architecture of the garment that matters. From first sketch to final piece he shapes Forward Outdoor’s DNA at the crossroads of style, alpine performance, and mountain spirit.

Hi Lionnel, how do you see Forward Outdoor’s identity in 2025?
We’re here to share our passion for an active mountain lifestyle, rooted in a core rider community. Forward stands for a movement where exploration meets authenticity. It speaks to those chasing the ultimate turn in the deep, who thrive when tested by the elements. We love seeing young newschoolers throwing tricks off massive kickers in Forward gear that flows with every move.

From early-morning MTB rides to sunset climbs on a rock face, outdoor enthusiasts keep pushing limits in hostile environments—and we’re here to kit them out. Function in action is the principle that drives my work with the team. Technical gear isn’t just an aesthetic shell—it’s engineered to move with absolute ease through wild terrain. The creatives in our tribe want to leave their comfort zone, and come back from every session with a grin.

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You’ve lived your whole life in Haute-Savoie. How has that shaped your view of the mountains and technical design?
Growing up at the heart of modern ski and snowboard culture, surrounded by figures like Edgar Grospiron, Candide Thovex, and Xav Delerue, I was fascinated early on by sportswear design.

When Gore-Tex hit the industry in the 1980s, everything had to be rethought—gear that was waterproof, functional, and desirable. That challenge fired me up, and I’ve always aimed to turn each piece into a precision tool for the rider. Technology has to blend into the details and let the experience shine.

I love improving athletes’ performance on expeditions. I push my skills to the max to shake up the market. With the constant pressure of waterproofing, breathability, insulation, I’m always debating with my partners before any call is made. Innovation lives in that tension between modernity and aesthetics—that’s what fuels me in the workshop, every single day.

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What are the hardest compromises in your work?
Cutting impact by pushing for less consumption.

Designing styles that are modern yet timeless, built to age well. Staying true to that mission is key. We want full clarity in every step of the process. When you buy a riding jacket, you should know exactly why it was built that way, and what it’s going to deliver on snow.

Our choice of fabrics, our partners, our methods—nothing is random. That’s why we team with leaders like Polartec and Primaloft. They’ve redefined thermal protection and synthetic insulation, and we have absolute trust in their technologies, whatever the conditions. Rock solid.

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On average, how long from design to final production of a new piece?
It can take six days for a rush prototype, or up to two years depending on the scope.
I’ll even pull the plug mid-process if waterproofing, breathability, or insulation targets aren’t met. The quality we bring to riders has to be flawless. I’m too passionate to settle for anything less.

Today, the gear we produce is composed of 99% recycled Nylon.. That choice takes us back to the roots—when mountain brands built gear that was tough and durable, season after season.

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Testing in real conditions must be a cornerstone of your process.

How do you use rider feedback when your gear gets pushed to their limits?
A well-built kit should vanish when you ride.

You forget it—you just flow. Field testing is the ultimate proof of quality, no question.

I’ve worked with extreme, diverse profiles like Mike Horn, Candide Thovex, even the French army—where specs are razor-sharp: total freedom of movement, heat and moisture management, mission-specific needs. Now, I focus on feedback from iconic skiers like Eric Pollard, Jérôme Caroli, and others—directly feeding their insights into Forward’s collections.

These exchanges set my direction, letting me test every fabric, cut, and membrane to craft the ideal piece. That’s how we nail pocket placement, ventilation, weight balance, and all the other crucial details.

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How did you build this year’s collections at Forward Outdoor?
What connects them technically?
This season, I want our products to respond directly to the day’s conditions and to a specific practice. To make that happen, we split our ranges into two universes:

• Manifest line: the definition of modern freeride touring in high alpine terrain, functionality at the core.

• Catalyst line: freestyle backcountry freedom, with looser fits and a more relaxed look. An ode to in-bounds riding—while keeping the ergonomics that are our signature.
The technical link between them lies in the quality: I want the same standard across both lines, since the materials are identical. The difference is in how we dial in finish and style across models. Fresh colors this winter will also add a serious punch, giving each collection its own energy while keeping Forward’s signature ergonomics.
Forward isn’t just making jackets—it’s shaping a way of life in the mountains.

My vision is sharp: break codes and design a universe built for action, fun, and adventure.

Chasing the rush, Forward fuels a cultural movement—avant-garde, untamed, straight from the peaks. A true club of passionate, creative souls who believe in the superpowers of the outdoors.

Words and interview by Maxence Gallot for Forward Outdoor.