If you haven’t seen this, you need to. All the bullshit aside, snowboarding is about Love. Thanks to Laura Austin. Rad Collector Rides for Kevin.

Columnist Keir Dillon dropped these dope one of one FRENDS x Scotty Lago Olympic headphones on us last night. Keep your eye out on Wednesday as Scotty rocks these while attempting to snatch gold on what reports are saying is one gnarly hell of a super pipe at Cypress.

After much hinting and speculation, The Frends crew have announced their first foray into branded product with the Frends Headphones. Consisting of six styles priced a mellow $33 to $88 these headphones are sure to be only the start of good stuff to come from Scotty Lago, KP, Danny Davis, Luke Mitrani, Keir Dillon, Mason Aguirre, and Jack Mitrani’s bro empire in the making. Check out the new product site here. More looks at the headphones after the jump.

Japanese artist and superfan Yayoi Akaza has created this pretty intricate FRENDS iPhone cover. With the shred collective’s anticipated rollout into a bonified brand on the cusp of execution, this may be more than an homage piece very soon. Another look after the jump.

In collaboration from our partners at HighSnobiety and the homies at Antenna, we’ve been linking up some video interviews we’d like to present to you. Here is OG shred and multimedia star in the making Keir Dillon from the grounds of Agenda giving some hints into the future direction of Frends. With Keir at the helm, Frends is poised to move from bro-brah band of merry pranksters into a brand name with major industry clout. In the meantime you can catch Keir on camera for both ESPN and Nike 6.0. Dude is making moves.

Snowboarding is about to get a lot more interesting. The Frends crew got a big writeup in the New York Times this weekend and Kevin Pearce and Mason Aguirre finally said what everyone had figured: the Frends ain’t friends with Shaun White. Pearce goes all in, “I feel the last couple years, Shaun has kind of dominated snowboarding. I think that people are getting sick of it, and they’re getting sick of seeing him.” Is it really beef or well executed pre Olympic hype? We’ll have to wait and see. Read the entire story here.