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 ha