How Mad Hatter Was Born (and How We’re Doing Things Differently)

Snowboarder

Mad Hatter didn’t start as a business plan. It started with a bunch of boarders sitting around after a long day on the mountain asking why are helmets so damn boring? Your choices- black, grey, white. We thought “well that fucking sucks, its literally the first thing you see”.

Now it just so happens we were also designers and engineers. We had been in this world for a long time. Not just riding but designing and building helmets and goggles for some of the biggest names in the industry. We knew the ins and outs of how products were made, what riders wanted, and more importantly, what they didn’t. And what we saw was a big gap.

Most of the big companies are complacent- happy to sell the same old stuff year after year, never taking risks, more concerned about profit margins then the community.

Snowboarding and skiing is a lifestyle and helmets should be part of it. Something you’re stoked to throw on, not just tolerate.

Skier

We want to flip the script and build helmets that actually look good, feel great, and reflect the energy of the community. Instead of strapping on a piece of safety gear because your mom - or the event rules said you had to, think of it like adding your favorite accessory, the one that completes your kit and shows off your style.

Luckily, we had tech and the knowhow to back it up. We started designing using the phrase “rider-first innovation”. Tech that enhances your ride, eliminates the shit you hate, and improves performance.

For example, all our helmets are equipped with ERT (Energy Reduction Technology). We could have easily gone with MIPS or other licensed, known tech. But we knew the existing tech didn’t do everything it should. MIPS, reduces rotational impact. It’s good, but it can feel bulky, tends to wobble, and doesn’t protect in every type of impact.

ERT is different- built right into the helmet liner, it works seamlessly without extra weight or movement. ERT manages energy from ALL kinds of hits (linear & rotational) big slams, small knocks, even everyday bumps that over time can lead to issues. ERT is safer, lighter, more comfortable solution that does its job without you even noticing.

Sunset Snowboard

Our goggles have Clear Edge™ lens tech to keep your vision crystal in every condition. It’s the kind of performance we wished existed when we were customers. Clear Edge is proprietary optical engineering that enhances clarity and expands the field, and reduces fog. It combines lens geometry, color filtration and precision coatings, for ultimate performance.

·      Field of View: Horizontal 160°, vertical 90°

·      Anti-Fog Coating: Hydrophilic, ASTM F659 compliant- fog-resistance at 37°C/95% RH

·      Anti-Scratch Coating: 2µm hard coating

·      UV Protection: 100% UV400, tested per EN 174 & ANSI Z87.1

·      Blue Light Filtration: ~20% in 400–500nm range

·      VLT: 18%

So at the end of the day what makes us different? We’re not some faceless corporation chasing “market share and profit margins.” We’re riders making gear for riders. Every design is built with our “Rider First Innovation” philosophy.  Our gear performs where it matters, its light and playful where it can be, and always tuned to that mix of safety and self-expression. We are making helmets and goggles that have style and personality, without sacrificing performance.

Mad Hatter isn’t about reinventing gear- it’s about reimagining what it means to wear it.