Just over a year before the Red Bull King of the Air, a conversation between Graham Howes and Mystic founder Max Blom sparked the idea for a unique collaboration. Frustrated by kiteboarding’s outsider image, Howes had spent the last five years building Dirty Habits—a movement that brought kite culture to a broader audience through content, lifestyle, and authenticity. Rather than focusing on performance, Dirty Habits showcased the sport through adventure, stunts, and connection with other extreme sports communities. This vision aligned perfectly with Mystic, a brand known for innovation and quality. After a year of development, testing, and input from the Dirty Habits crew, the two brands launched the Dirty Habits x Mystic Summer ‘17 collaboration—a collection that celebrates lifestyle, identity, and pushing limits both on and off the water.