Thus far, our most exciting encounter with gum involves a tangled mess of hair and a heaping glob of peanut butter. By the looks of things, Rip Curl has one-upped us with the launch of their Gum Series, a new collection of snowboarding apparel modeled after chewing gum's best qualities. The Girls Gum Series is stocked with snow jackets and pants designed to have extreme flexibility, stretch and waterproofing for optimum mountain performance.
Hop over to the Rip Curl site and prepared to get "stuck" there for hours- the campaign includes snowboarding videos from riders like Mike Mertion and Nate Johnstone, downloadable wallpapers and the trailer for this Fall's The Gum Movie– a new flick that takes the team to Japan and Canada in search of snow. Check out a piece of the epic filmmaking below (but don't blame us if the "replay" button never loses its flavor):