It's been 10 years since we pushed the lift-off button.
Our target was a path less traveled and in some cases, untraveled.

We set out with an idea of areas to explore,
with questions shaped around experience,
achievement and fulfillment. How does our
experience within snowboarding, within
nature, within mountains and with each
other – influence fulfillment?

Can we re-define our perception of
achievement, of progression and evolve
our passions?

It turns out this universe is full of magic,
full of wonder, sensation. Maybe there’s a
fabric that connects us to everything and
everyone – and maybe the snowboard is
a vehicle to begin to see this fabric and
strengthen these connections.

We are inspired by the ‘Golden Era’ of 90s’ FreeRide snowboarding. We embrace simplicity: the art of the turn, the stillness of the forest, the surrealism of the high peaks. Expression, flow, experience. This is our core.

We believe everyone benefits from being active, creative, explorative and introspective. We celebrate snowboarding’s universal experiences and sensations: gravity, momentum, the turn, conditions, community – pathways to common ground.

Snowboarding is a young sport with a strong and influential past. We strive to pay homage to snowboarding’s rich history and revered people, places, brands, products and ways of thinking. Through curation, refinement, innovation and forward thinking, we chart a positive path forward.

We believe everyone benefits from being active, creative, explorative and introspective. We celebrate snowboarding’s universal experiences and sensations: gravity, momentum, the turn, conditions, community – pathways to common ground.