The Story

Mission Statement

Our mission is to empower and inspire youth through comfortable, versatile products that embody freedom, creativity, and the spirit of board sports – rooted in nostalgia, driven by community, and built on giving back through collaboration and positive impact.

 

Values

Community, giving back, positivity, freedom, creativity, nostalgia, collaboration, teamwork

 

Vision

Youth, we got your back – from the first drop-in to the next big dream. Our vision is to be more than a brand – to be a support system, a creative outlet, and a cultural home for the next generation.

 

Beliefs

We believe in youth: their power to shape culture, push boundaries, and change the world

We believe in community: because real growth happens when we lift each other up

We believe in giving back: to the people, the culture, and the roots that raised us

We believe in freedom: of movement, expression and of living life on your own terms

We believe in creativity: as a force for connection, expression, and evolution.

We believe in nostalgia: not stuck in the past but honour where we came from

We believe in collaboration: the best things are built together

We believe in comfort and versatility: because gear should keep up with your lifestyle, not limit it.

 

Founders Note

I grew up snowboarding – chasing adrenaline, freedom and the kind of joy you only find on a board. I skated as well, but what stuck with me wasn’t just the sport – it was the struggle, the progress and the support from the crew around me.

Now, after 10 years as a mental health and addictions nurse working closely with youth, I’ve seen what happens when young people don’t have support, belonging or direction. Boredom can be dangerous but board sports, their mix of struggle, focus and celebration builds strong humans and changes lives.

That’s why this brand was built with this in mind. Today I get to watch my daughter pick up her skateboard and ride with confidence – and I want that same feeling for every kid out there.

This isn’t just a brand. It’s a crew, it’s a culture, and a commitment to showing up – for the youth, the journey, the small community skateparks, the big competitions, the ride ahead, and reminder that doing hard things, being seen, and getting cheered on matters. Always.

-          Chantel McDougall