About
Three brands, one country, one decision: work together.
A letter, by way of introduction
Snowboarding has been the one constant in my life — the thing I always come back to, the thing that's never let me down. It gave me a career, a community, and a reason to care about what I do every single day.
It's time to start rethinking how we value our industry, the brands we love, and the retailers that champion it. Because the gaps I've seen aren't problems — they're opportunities to build something better, together.
Origin
The Mission is simple. PROTECT SNOWBOARDING AT ALL COSTS.
There's a moment when you realize something you loved has quietly changed. For us it was watching the exclusivity drain out of the brands we'd championed — brands that once felt like ours, that once meant something. That feeling was hard to shake.
It pushed us to look further. For brands that still had an edge, still believed in the culture, and still wanted a home in our market rather than just a presence in it.
The long game
Twenty-five seasons, in chapters.
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2000
DAY ONE
We have been working in snowboarding since we were teenagers. All in since day one..
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2008
All IN
After eight years working the shop floor we made the decision to take a leap of faith and take over the shop we had spent so many years working in.
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2015
FLAG THE GAP
We started to feel like we were carrying the same brands and styles as everyone else, we knew we needed to either protect the brands we worked with or find new options.
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2021
fight THE LOSING FIGHT
We noticed there was an issue with distribution, pricing, and how people were devaluing some of the brands we loved. This became a constant battle.
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2024
Fuck IT we'll do it ourselves
We were done waiting for the industry to fix itself. Instead of following the traditional distribution playbook, we brought Nomadik to Canada on our own terms — hand-picking the people we wanted alongside us. The goal was simple: share the stewardship, protect one another, and build something TOGETHER.
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Today
DEEP ROOTS THREE BRANDS
Today we're proud to stand behind three brands that genuinely mean something — Deeluxe, Nomadik, and Slash. Each one carries real history, real culture, and real people who care about where snowboarding is going. Our mission is to grow alongside them, support our peers, and protect snowboarding at all costs.
What we hold to
Six things we won't trade.
Community First, Always
Snowboarding is more than a market — it's our culture. Every decision we make is measured against what's good for snowboarding, not just what's good for the bottom line.
Brands That Actually Mean Something
We only work with brands that have real roots, real identity, and real conviction. If it doesn't stand for something, it doesn't belong in our portfolio.
Exclusivity Is a Feature, Not a Limitation
We don't sell to everyone. We sell to the right people — retailers who understand the culture, protect the brands, and represent them the way they deserve to be represented.
White Glove, Every Step
From first conversation to sellthrough, we treat every brand like it's our most important one simply, because it is. Hands-on support, real relationships, and no detail too small.
Growth Without Compromise
We grow with intention, on terms that protect the brands, respect the retailers, and never put profit ahead of the culture we've dedicated ourselves to.
The Right People, The Right Partners
We choose who we work with carefully — brands, retailers, and collaborators who share our values and are in it for the right reasons.
By the numbers
Counted, not estimated.
Continuous snowboard industry experience
Brands. We've held the line.
Shops we ship to, by name
SKI SHOPS ON OUR ROSTER
Talk to us