SNOWBOARDING: It is very simple to us. We respect, eat, breathe and live through snowboarding. From music to art, travel, fashion to family this is our life. We strive to embrace and give back the ideals that snowboarding was founded upon. The ideals that were based on independence. This is not a “team” sport intended for uniforms and coaches. This is snowboarding and we will preserve it through our own styles and our own way of conducting business. We are a brand that directly supports the lifestyle we live and the beliefs we have for it. We are 100% rider owned and 100% for you the rider.