They slay rails, destroy kickers, produce mind-blowing video parts, win all the snowboarding popularity awards going, run their own media house at Helgasons.com and still have the time to give birth to their own snowboard brand.

Yep – Iceland’s finest, the Helgasons, announce the launch of Lobster Snowboards.

“Eiki and me wanted to get on the same board program since day one. We really have fun and push each other when we ride together so this was a logical step for us,” says Halldor.

“I’m super stoked on teaming up with my brother and being part of something new that we own and form as we like. Lobster allows Halldor and me the freedom to create the snowboarding brand we believe in and are stoked on. You can expect randomness, creativity and fun… or at least what me and Halldor think is fun,” explains Eiki.

Lobster is the second brand in the world to feature patented Triple Base Technology, applied in generous proportions to a range including the Jibboard, the Parkboard and the Girlboard. There’ll be poppy coloured logo boards as well as limited edition Eiki Jib Board graphics and Halldor Park Board graphics to be released in Fall 2011.

Halldor continues: “I’ve been riding Triple Based boards recently and I’m stoked with them. The opportunity to apply that technology to our own range is mind-blowing. I can’t wait to ride my Lobster Parkboard at the X Games in Aspen this weekend.”

Lobster will be available in selected shops around the world and on www.lobstersnowboarding.com Fall 2011.

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