Industry Press Release

S4 Optics Partners with Dean Cummings Brands


Sunglass, goggle maker aligns with steep skiing icon 

SIA Snow Sports Booth #4313

Valdez, AK (January 13, 2012) — Big mountain skiing icon and Alaska heliskiing pioneer Dean Cummings has inked a partnership proposal with S4 Optics, the maker of premium eyewear inspired by the world’s top athletes.

Cummings says the partnership goes beyond mere athlete sponsorship to include outfitting the staff of H2o Guides and an opportunity to co-brand product with S4 through his new mountaineering equipment company, H2o Outdoor Gear.

TJ Larson, national accounts manager and spokesman for S4, said the company is honored to welcome an athlete of Cummings’ industry stature to the S4 family and is looking forward to supporting his heliski and gear companies as well.

Cummings said he is impressed with the optical quality and unique venting system that keeps S4 goggles from fogging, a critical benefit to him and his guides as they lead clients into the vast and sometimes daunting slopes of the Chugach wilderness.

Cummings and S4 will kick off their partnership at the upcoming winter outdoor and snow sports trade shows where both are exhibiting. Larson is finalizing plans to support Cummings at the trade shows where Cummings will also be delivering avalanche safety clinics and screening his new film, “The Steep Life.” For a complete list of Cummings’ special events during the shows, visit the H2o Outdoor Gear Facebook fan page. 


Founded by extreme skiing pioneer Dean Cummings, H2o Outdoor Gear’s vision is to bring to the Lower 48, essential mountaineering gear conceived of and tested in the demanding outdoor laboratory that is Cummings’ backyard in Valdez, AK. The brand is a logical extension of H2o Guides, the heliskiing company Cummings through which Cummings pioneered protocols for mechanized guiding and on-the-go assessment of avalanche conditions that have helped keep client safe since 1995.

Outdoor Retailer Winter Market Booth #54; SIA Snow Sports Booth #4313. 


Founded by extreme skiing icon and Alaska heliskiing pioneer Dean Cummings, H2o Guides is the premier heliskiing operation in Valdez, AK. A family-owned company, H2o is the longest-running heli ski business under one owner in Alaska and the only company based in Valdez full-time. With 2.6 million acres of permitted terrain, H2o has the most terrain, the best-trained guides and an unmatched safety record.  


S4 Optics brings decades of experience in the field of eyewear and sport optics to become premium suppliers of eyewear inspired by and for the world’s top athletes. S4 is created in the world’s best labs and hand-finished by experienced S4 vision technicians. S4 has gone to every effort to create the highest quality eyewear in the market and backs all of its products with a lifetime warranty.

Outdoor Retailer Winter Market Booth #10027; SIA Snow Sports Booth #1313.