sections/announcement-bar.liquid — existing section, repeatable message blocks. v33: two messages on a 6s rotation — the brand line and the shipping line. The * marks the threshold as unconfirmed ($60/$75/$100 all appear in the live store's history); resolve before launch. Reduced-motion holds the first message. Rotation pauses while the tab is hidden.
Gear from +30 yrs experience making films in the wild
sections/header.liquid — live TGR Supply menu, unchanged. V2: Search / Account / Cart are real <button>s, the burger opens a working drawer, and every target is ≥44px. V27: five nav items — Fresh Takes, Apparel, Headwear, Optics, Collabs. Optics drops to two rows, Goggles and Sunglasses. More on TGR leaves the shopping nav entirely and sits in the utility cluster left of Search, where the non-commerce links belong. Sale is not a nav item; it lives in the footer and on the sale collection. The header keeps Instagram and YouTube only; Facebook and TikTok move to the top banner. Open: theme heading face is Krona One — this design sets Denton sitewide. Needs a decision.
TGR Supply — apparel, headwear and optics from Teton Gravity Research
sections/slideshow.liquid — repeatable slide blocks. V2: pause/play control (WCAG 2.2.2), 44px dot targets, height reduced 78vh→74vh, page h1 moved out of the rotating slide. V9: the film-tour slide is replaced by TGR Optics — it duplicated the tour band verbatim 3,000px below. V10: the slide now rests on a claim TGR already publishes — the Realm product page says it was "specifically tested and perfected by Kai Jones." Verify that line is still live and cleared for the homepage, and confirm the winter and location. No words are put in his mouth.
snippets/tgr-trust-strip.liquid — V2, new. Four repeatable items. Same snippet the Optics collection v5 pass added at its grid; the homepage never got one. Verify before launch: the 30-day returns window against the live policy page. V27: Andrew’s order and copy. The craft line leads with a shaka; the credentials close with a camera. V28 — the film count is now sourced. tetongravity.com’s movie sitemap enumerates 66 films, and TGR’s own copy calls Pressure Drop “the 30th annual film”, which anchors the annual series to 1996. So “40+ films since 1996” is safe, and “30 annual films” is the tighter claim if you ever want it. The Films page carries the full list. Still unverified: six EMMY nominations — no public TGR source states it, so that figure needs an internal citation before it ships.
Free shipping over $60Two tees get you there
Crafted for and by dirtbags and visionariesFrom the founders of TGR — this is the stuff they wear
40+ award-winning films — since 1996Six EMMY nominations, multiple Film of the Year awards, and more
30-day returnsUnworn, tags on
sections/featured-collection.liquid — V2, new instance, and the biggest structural change. Best Sellers (351 products) was in the nav and got zero pixels. Placed above the category rail so the first product a stranger meets is the one most strangers already bought. Rail layout, six products, revenue-ranked. V13: the eyebrow no longer states the reporting window, so the per-product note must carry it from the metafield — "277 sold in 90 days", not a bare "277 sold". V13: the eyebrow no longer states the window, so the per-product note must render it from the metafield — "277 sold in 90 days", not a bare count. Do not ship bare counts. V9 — build blocker: this links to /collections/top-40, which does not exist yet. Best Sellers holds 351 of 373 active products and New Arrivals holds 362 — neither is curation. Build a smart collection capped at 40, sorted by trailing-90 units, before this ships.
sections/category-rail.liquid — repeatable category blocks. V2: collapsed from a 6-tile portrait grid (1,086px on mobile) to one scrolling row at 4:5, moved below the bestsellers, and the hardcoded counts are gone — they had already drifted (Apparel read 309, live is 312). V22: tiles now use supplied library art rather than CDN collection images, cropped 4:5 at 560×700. In the theme these are collection.featured_image again.
sections/optics-feature.liquid — V2: price promoted out of a 3.35:1 caption into the band's second beat; primary CTA is now Optics-black on #F93505 (5.28:1, brand colour untouched — white on red was 3.79:1); availability line resolved; "Explore optics" given a destination. V21: the Master Tagline moves up to the hero slide, which is where it now leads. This band takes the camera-to-goggle pivot instead — "We earn every frame. Now it’s your turn." is copy-bank approved and is Method 06’s one story. Reversible: if the tagline should stay here in Denton Medium italic as rung 1 specifies, swap the two back. V12 — corrected against the TGR Optics Brand & Messaging Guide v3 (June 2026). Eyebrow carries the Season Phoenix theme (rung 3). Body runs the camera-to-goggle pivot early per Method 06, in the approved ZEISS register. CTA is the Make Them Yours conversion pillar (rung 5). Caption is rung 6 proof. Open for Drew: the guide says forty-plus films and a 1996 origin. V26 — settled: the page now says 1996 throughout, per Andrew. Note that tetongravity.com's own About page and its 30-years retrospective both say 1995; 1996 is the first film and the first tour, and the 2026 tour is billed as the 31st annual. If the shop says 1996 and the parent site says 1995, one of them has to move.
TGR Optics — Are you seeing this?
See the world through our lens.
Clarity in whiteouts at 12,000 feet. Contrast in flat light, and in the blue-black cold before dawn. Thirty years of footage shot through ZEISS glass when everything was on the line — and the glass never flinched. We pointed the camera at the mountains all that time. Now we’re handing you the lens.
The Uprising — the glass our filmmakers staked their careers on
sections/featured-collection.liquid — V2: order is now merchandised, not array order. Ski Bear Corduroy Snapback moves to slot 1 — it did $5,812 in its first 16 days, 5th in the store over a full 90-day window, and was sitting in slot 3.
sections/athlete-kit.liquid — V2, replaces spotlight-tiles.liquid. The tiles duplicated the category rail and cost 1,624px on mobile. This block is the page's only social proof and it is shoppable. Reads an athlete_kit metaobject: name, credential, portrait, credit, product refs. V19: kit 1 now carries a real portrait from the TGR Optics asset library (IMAGERY/Optics in Action Shots/Keegan_Rice-1637.jpg), cropped 5464×8192 → 4:5 and served at 1000×1250. Confirm before launch: that the skier in frame is Tim Durtschi, and whether Keegan Rice is the photographer or the subject — the filename does not say. Credentials, location and the claim that these athletes wear these products are all still TK.
Dirtbags and visionaries
What they actually wear
sections/featured-collection.liquid — third instance, different collection. Same file, different block config.
sections/editorial-feed.liquid — V2: moved from position 5 to position 9, below both product grids. The lead story carries a product, which turns the page's biggest exit into a merchandising unit. V26: the four headlines are real, live tetongravity.com articles with their real URLs and real sections. V27 — the integration path, verified: tetongravity.com is headless WordPress (Bedrock, core at /wp/) behind Next.js, with Yoast. The REST API is closed — /wp-json/, /wp/wp-json/, /graphql and /api/posts all 404 — so this section cannot read wp/v2/posts. What is open and working is RSS: https://www.tetongravity.com/feed/ for the mixed rail and /category/<section>/feed/ for a scoped one. Each item carries title, link, ISO date, author and full content_html; the lead image is the first <img> in that body, and description is an auto-truncated opening passage rather than a written dek. Two things to settle: robots.txt blocks ClaudeBot/GPTBot and sets ai-train=no, so clear automated polling internally first; and if you want real deks, categories and curated order rather than reverse-chronological, ask the web team to expose a read-only wp-json route or WPGraphQL, since the Next.js front end is already querying something. These four are a snapshot taken 12 Aug 2026 and will go stale.
sections/film-tour.liquid — heading, body, CTA, optional tour-date blocks. The one ritual both properties already share. V26 — check this number. tetongravity.com's own 17 Jul 2026 announcement says "over 40 locations across North America", and the 24 Jul ticketing post adds stops in Europe and Japan without a total. Fifty-plus is your figure, not TGR's published one; a journalist can check it in one search. The world premiere is 19 Sep at Jackson Hole Mountain Resort, and the 2026 film is still untitled on the tour site.
TGR Film Tour — Fall 2026
The greatest stoke show on earth. Find it near you this fall.
Fifty-plus cities, one night each. Premiere-night product at the door — including one colorway that never makes it to this website.
sections/film-tour.liquid — V16: "The record" is a repeatable metafield list. Every entry is third-party and dated: Powder Awards Movie of the Year for High Life 2004, Almost Ablaze 2014, Far Out 2018; iF3 Film of the Year 2023 (Flying High Again); 100M YouTube views, TGR milestone Oct 2024. Do not add the Sports Emmy — that was two 2020 nominations on an HBO co-production, and it lost.
sections/newsletter.liquid — Klaviyo embed. V2: the ask now offers something. v1 asked for an email and gave nothing back, then repeated the shipping line already in the announcement bar. Tour presale beats a discount here — it costs no margin and it is the thing this list actually wants.
Gravity Check
The mountains don’t wait. Neither do we.
Drops before they go public, film tour dates, and the stories that don’t make the feed. No filler.
Tour tickets 24 hours early. The Fall 2026 presale link lands in your inbox first. That’s the whole pitch.
templates/collection.liquid — Collection / PLP. Title, eyebrow, chapter colour, blurb and product set are all driven by the collection handle in the URL — click any category tile, nav item or footer link and this template re-renders for it.
templates/product.liquid — PDP, rendered from the product handle in the URL. Add to cart writes to the prototype's cart state and the header badge, so the whole buy path is walkable. Verify: per-variant inventory drives the sold-out state, not a metafield.
templates/cart.liquid — Cart, rendered from live prototype state. Quantities and removals update the header badge and the free-shipping bar. The threshold reads from settings — do not hardcode $60; the live site states $60, $75 and $100 on three different pages.
Your cart
Nothing in here yet.
Add something from the shop and it will show up here with the free-shipping maths done for you.
templates/search.liquid — Search. Predictive search on the header field; this is the full results page. Tabs are type=product,article,page on the Search API — one request, three buckets.
templates/blog.liquid — Stories index. On the live build this is a feed from tetongravity.com, not a Shopify blog — the shop reads it rather than duplicating it. All article content here is TK.
From tetongravity.com
We made films first
Thirty years of it. The shop came later, out of the gear we could not buy.
templates/article.liquid — Story. The product unit inside the body is the piece that turns the page's biggest exit into merchandising — it reads a product metafield on the article. All athlete content is TK.
Snow
What Freeriding Means to Tim Durtschi
TK — pull live headline, dek, byline and read time from the CMS feed
TK — photographer credit
A conversation about the long approach, the short window, and why the best line of the year is usually the one nobody filmed.
TK — article body. This template exists to hold real editorial from the CMS; nothing here is written copy. The paragraph rhythm below is set to the reading measure the design uses everywhere else: 66 characters, 1.85 line height, body grey on white at 7.69:1.
templates/page.liquid — Static page, shared by Size Guide, Shipping & Returns, Warranty and Contact. The measurements table is the single source the PDP dialog reads — one set of numbers, two surfaces.
Support
Size guide
Measured flat, in inches. If you are between sizes on a tee, take the smaller one — they are cut relaxed.
Tees
Size
Chest
Length
Sleeve
XS
18.0
27.0
7.5
S
19.5
28.0
8.0
M
21.0
29.0
8.5
L
23.0
30.0
9.0
XL
25.0
31.0
9.5
XXL
27.0
32.0
10.0
TK — confirm every figure against the current spec sheets before launch. These are placeholders in a proportional ramp, not measured garments.
Hoodies & crews
Size
Chest
Length
Sleeve
S
21.0
27.0
24.0
M
23.0
28.0
25.0
L
25.0
29.0
26.0
XL
27.0
30.0
27.0
How we measure
Chest is measured flat, armpit to armpit, and doubled. Length runs from the highest point of the shoulder to the hem. Sleeve is from the shoulder seam to the cuff.
Headwear is one size with an adjustable snapback unless the product page says otherwise.
templates/customers/login.liquid — Login and register. Shopify owns the form markup and the error states; the design here is the wrapper. Register sits beside login rather than behind a tab so a first-time buyer never has to find it.
Account
Sign in
Returning
Order history, saved addresses, and the presale link when the tour goes on sale.
Takes a minute. We keep your order history and nothing else you did not give us.
templates/404.liquid — Not found. A 404 on a shop is a routing failure, so it does one job: get the shopper into the three places that hold the revenue.
404
This line does not go.
The page moved, the product sold out, or the link was wrong. Any of those is on us.
sections/tgr-optics-manifesto.liquid — settings: heading, turn_line. Agency pass: the body paragraph moved into the ZEISS section — it was the same argument stated twice, 6,000px apart, and it cost the nav shopper a full viewport before the first goggle. The headline and the turn are the whole threshold now, with the magazine cut-out carousel (repeatable image blocks, Optics in Action Shots) riding the right side — medium, background-level, never full-bleed.
We’ve been pointing cameras at mountains for the past thirty years.
sections/main-collection.liquid + snippets/card-product.liquid. Grid iterates collection.products. v31: the “Realm for the everyday…” note is removed per Andrew — the compare band below the grid carries the lane guidance now. Filter chips map to Search & Discovery facets — filter.p.product_type and filter.v.option.lens. Card copy reads product.metafields.optics.*.
All Goggles
Clarity in whiteouts. Contrast in flat light. The lens doesn't flinch. Neither do we.
FrameLens
snippets/tgr-trust-strip.liquid — four repeatable items. Crash replacement is pulled forward from the Familia program so the promise lands at the point of decision, not five screens later.
ZEISS optics2-year warranty TK30-day returnsCrash replacement for owners
sections/tgr-optics-compare.liquid — reads three optics_model metaobjects. Agency pass: Realm vs Uprising is the purchase decision, and it lived in one three-line paragraph that scrolls away. Seasonal line per Andrew, 12 Aug: Realm and Uprising only — the Higher is out. Every row below is from the line sheet or the PDP spec; unverified rows carry TK. Found while building: the Uprising card says VLT 26% and the PDP spec says 11% fitted — the line sheet has to break that tie.
Which frame
Two frames. Pick your lane.
Realm
$205 · +$75 second tint
For the everyday.
Lens
Fixed frame · Multilayer tints
In the box
One lens, fitted
Fit
TK — confirm fit spec
VLT range
18–22%
The crew’s pair
Uprising
$220 · both lenses in the box
When the day might turn into something.
Lens
MI3 magnetic interchange · ZEISS Sonar
In the box
Second lowlight lens included
Fit
Large to XL · OTG
VLT range
TK — card says 26%, spec says 11% fitted
sections/tgr-optics-kit.liquid — the AOV architecture. Agency pass: the band stays the argument and the PDP is the machine — the CTA deep-links to the two-lens Uprising config rather than pretending to be a second configurator. Step-2 pricing beyond the Uprising and any bundle saving vs. separates are TK. Backed by Shopify native bundles; step 2 reads product.metafields.optics.athlete_second_lens.
02
Build a kit fit for you and your adventures.
Nobody who rides seriously owns one lens.
Our athletes carry multiple options — the everyday tint, the one for the extra bluebird day, and the one they swap in when the light goes flat. Kit is only as good as its choices.
01
Choose your frame
Realm or Uprising — fit first, colorway second.
$205–220
02
Add the second tint
The athlete's real flat-light call for that frame, pre-selected. On the Uprising, both lenses run $220.
+$75
03
Pick a strap
Season colorways (included) and collector chainstitch runs +$100.
sections/tgr-video-interstitial.liquid — settings: video (theme asset or hosted MP4), headline, sub, veil_opacity. Source clip: TGR-Optics-Second-Vid.mp4 from the assets folder, re-encoded to 1440p24 for web.
sections/tgr-optics-zeiss.liquid — settings: background_image, partner_logo, heading, body. Copy verbatim from tgroptics.com §08, plus the manifesto’s proof paragraph — the same argument was stated twice 6,000px apart, so it is stated once, here, at full strength, with the frame chips as the exit.
Z
ZEISS Precision Optics
The truest optics on the mountain. And they’re not just on our cameras anymore.
Too many first descents to number. 4 a.m. alarms after 3 a.m. bedtimes, and storms that didn’t quit. The whole time one thing never blinked: the glass.
ZEISS anti-fog. Thirty years of it on our camera glass at 12,000 feet, where a fogged element ends the shoot. That is the coating, and that is the test. Our filmmakers staked their careers on this glass. Now it rides with you.
sections/tgr-optics-owner.liquid — repeatable benefit blocks. Registration posts to Klaviyo list OPTICS – Owner Registration. This is the LTV mechanism from the agency review.
Familia
Register the pair. Keep the view.
Every pair that leaves here gets registered to a person, not an order number. That's the start of the relationship, not the end of it.
You will eventually put these into something. When you do, we handle the replacement at a member rate instead of full retail.
Annual tint refresh
Once a season, registered owners get member pricing on a fresh lens. Conditions change. So should your view.
First crack
Drops, collector runs, and tour perks open to Familia before the waitlist and before the public.
sections/tgr-optics-endcap.liquid — Agency pass: the page ended its commerce 4,000px before it ended its argument. One slim recirculation rail before the email ask; readers who made it here are the most persuaded people on the site.
sections/tgr-optics-join.liquid — Klaviyo embed or native {% form 'customer' %}. Tags OPTICS – Early Access.
Drops all season
For Visionaries and Dirtbags.
First crack at every drop. Field dispatches. Crew stories. No filler — just the stuff that matters.
Follow the season at @TGROptics
templates/product.optics.liquid — Optics PDP. Same Liquid object as the shop's product template with a different template suffix, so inventory, variants and cart all behave identically — only the world changes. Agency pass: live add-to-cart with a 2-axis variant (strap × lens — the Liquid build needs the same two option axes), sticky buy bar, price-ladder line explaining $195→$220, VLT at the point of lens choice, reassurance beside the CTA, and named TK asset slots. Verify every VLT figure against the line sheet — the Uprising card says 26% where this spec says 11% fitted.v30, Andrew 12 Aug: seasonal line is Realm ($205) and Uprising ($220) only; Klarna pay-in-4 at $56.15 — 4 × $56.15 = $224.60 against a $220 price; confirm the figure comes from the live Klarna widget (fees?) before ship.
TK — shoot the slots: on-face with helmet, strap detail, and one through-the-lens frame per tint. Fit doubt is the #1 abandon reason in this category and one render can’t answer it.
TGR® Optics — named for the 1998 film
Uprising
Magnetic interchangeable lenses in a large fit, with the ZEISS Sonar lens. The one that handles everything — which is why it is the one most of the crew wears.
$220Two lenses · case · bag
Two lenses ship in the box — the fitted highlight lens and the ZEISS Sonar lowlight. It’s how the crew actually runs it.
Engineered alongside ZEISS. Sonar is a contrast-enhancement filter developed to brighten snow detail and improve depth perception in flat light. ZEISS anti-fog treatment on the inner surface.
Lens shape
Cylindrical
Lens system
MI3 magnetic
VLT, fitted lens
11%
VLT, lowlight lens
58%
Large to extra-large face. Triple-layer face foam, no-slip silicone strap, helmet compatible, OTG for prescription eyewear. TK — smaller-face guidance: the Higher is out of the seasonal line; confirm the Realm’s fit spec.
TK — confirm the optics warranty term and what it covers. Do not reuse the apparel returns copy.
UprisingTopo Trip · Multilayer Blue
$220
sections/founders-hero.liquid — video or image, headline, subhead, two CTAs.
V28: a second clip out of the archive folder — the ship into the glacier
vista, which is the story this page tells rather than a projector gate. Confirm archive
clearance and the film it is cut from before this ships.
From our backs to yours
Two brothers, a fishing season, and a camera.
Everything on this page is what Steve and Todd reach for thirty years on.
A bit of everything the shop makes, plus the glass.
sections/founders-story.liquid — rich text plus one image and three figures.
Copy supplied by Andrew, 12 Aug 2026. Verify before build: that the Tangerine Dream is a 1985 Dodge Ram
and still running, that the Warren Miller association is cleared for use, the semi-pro credit for both brothers,
and the one-million-follower figure — that is the only number on this page a journalist can check
in ten seconds, so it needs an owner and a date.
How it started
They wanted a rowdier story than the one being filmed.
In 1995 Steve and Todd Jones wanted more from the exploding adventure ski and snowboard space.
They were semi-pro and filming with Warren Miller, and they could already see a bigger story
— the one they were making with their friends, beyond the reach of anybody’s camera.
So the brothers turned to commercial fishing. They saved the season’s earnings, bought a couple
of cameras, and drove the Tangerine Dream — a 1985 orange Dodge Ram
that is still on the road today — to Jackson Hole.
The Continuum premiered in 1996. They are still doing it.
1996The Continuum premieres
Over 1 MillionFollowers across channels
Still runningThe Tangerine Dream
Todd and Steve Jones. Alaska, and the boat that paid for the cameras.
sections/founders-band.liquid — a second clip, half height, one line over it.
This is the answer to “what were they actually trying to film?”
Nobody was pointing a camera at this in 1995.
Thirty years later it is the whole catalogue
Picked by the founders
Founder’s Selects
Apparel, the Grateful Dead run, and the glass. TK — sign-off that these
are the pieces Steve and Todd actually pick
sections/newsletter.liquid — the same section object the homepage uses,
dropped at the end of this template. A page this long has to end on an ask, and the presale is the one
thing the founders’ audience actually wants.
Gravity Check
The mountains don’t wait. Neither do we.
Drops before they go public, film tour dates, and the stories that don’t make the feed. No filler.
Tour tickets 24 hours early. The Fall 2026 presale link lands in your inbox first. That’s the whole pitch.
templates/page.films.liquid — the film library as a shop page rather than an
iframe, so the cart, the nav and the shop domain all survive the click. The array is
tetongravity.com's own movie sitemap, read film by film: 66 titles, each with its real
year, its real artwork and a link to its page on the parent site. On the live build this is a metaobject list
or a cached feed — not a second copy of the catalogue. Two things to confirm: the newest title's
year is the one figure not stated on its own page, and two films fall back to the site's default share image.
From tetongravity.com
We made films first
One a winter, every winter, since 1996 — plus everything else we could not stop
ourselves filming. The shop came later, out of the gear we could not buy.
templates/collection.sunglasses.liquid — the sunglasses collection inside the Optics
world (dark chrome via the same template-suffix body class). Every product, colorway count and stock figure on
this page was read from the live store via the API, 13 Aug 2026. Prices shown are full list price (the
store’s compare-at values) per Andrew’s direction 13 Aug — note the live store currently runs
markdowns ($87.50/$84/$98/$105); clearing those markdowns in admin is a launch task, or the theme will show
sale pricing again. Cards deep-link to the live PDPs in a new tab; on the real build they are the
collection’s own product cards. Three flags:Almost Ablaze is in DRAFT status with zero stock and is
not shown — confirm whether it returns. High Life genuinely has two units left — the scarcity flag is
real, not merchandising. And “Glacier” is not a TGR film name (checked against the movie sitemap), so
its card carries no film tag — the naming story is TK. Lifestyle imagery is from the shared Sunnies
asset folder (Girdwood and Bute Inlet shoots among them), resized for web — on the live build these are
collection images uploaded to Files. The journey/après story band and the “Every après needs
protection” kicker are shaped from CMO-supplied language (13 Aug) — “tight loose” and
“dirtbags and visionaries” are house phrases, not new claims. The technology tiles assert only
what the product pages already do: polarized ZEISS lenses, the Varese/Italy build, Glacier’s
10–16% VLT mirrors and side shields, Accomplice’s blinders, and the renewable-energy factory.
On the live build the hero is an image_banner section over a Files upload.
TGR® Optics — Après Sunnies
The journey is the reward. The reward is the après.
Dirtbags and visionaries live for both — the gnarly journey out, and the epic
après that follows it home.
For more than thirty years TGR has lived the dream — on the hill, on dirt, in the ocean and
beyond — and pointed cameras at all of it. The journey out is the whole point; the après
is where it gets told.
TGR Optics ZEISS sunnies personify that tight-loose vibe — dialed where it counts, loose
everywhere else. Glass built to the same standard as the goggles, in frames made for the part of the
day the film crews never call cut on.
The technology
Every après needs protection.
Snow and water throw the harshest glare there is, and we’ve spent three decades pointing
precision glass at both. So the sunnies are held to the same standard as the cameras and the
goggles: ZEISS, no exceptions.
01 · The lens
ZEISS polarized glass
Polarization cuts the bounce off snow and water — the glare goes, the contrast and true
colour stay. Every lens in the line is polarized ZEISS glass.
02 · The frame
Handmade in Italy
Built in the Varese region — five kilometres from the ZEISS lens factory — by craftsmen
who have been making the world’s best frames for generations.
03 · The bright days
Built for the glare
Glacier runs full-mirror lenses at 10–16% VLT with removable side shields; Accomplice adds
removable blinders for peripheral light. Pick the spec for where you’re headed.
04 · The footprint
100% renewable energy
The frames come out of a factory running entirely on renewable energy — the après
should not cost the places it happens in.
From $205
