About Us

Let’s rewind

It all started in 2006. Two brothers, Emil and Linus, struggled to find quality gear to ride in. They ordered some from the States, and their buddies were so impressed that they wanted some too. What began as a small project importing gear previously unavailable in Sweden for a small group of friends quickly snowballed into something special.

After a few years of selling the big brands, they heard tons of great product ideas, and it seemed those big brands weren’t listening. Then they had an idea. Surely, the best people to create with are those who ride, roam, and follow their passion every day.

Ridestore was born with one simple, underpinning ethos: The customer is the brand. The community has always been at the heart of Ridestore, and that’s never going to change. After all, the first customers were friends, and that’s still how we like to think of it today.

So, we opened the lines of communication with you, our customers. We threw out the rulebook, disregarded ‘traditional’ company structures, and set out to make our own line of snow gear with the rider community at its core.

The result? Dope – where the only ‘boss’ is the customer.

Riders lead the way

You know what you want for your time on the mountain. You have the creativity and brilliant product ideas. That’s why we exist and build everything in collaboration with our customers.

Our community’s feedback is the North star for the entire process – from initial sketches on a page to first tracks on a powder run. If something doesn’t get customer approval, it won’t make it on the mountain. It’s as simple as that.

What you can expect
Co-creation
The traditional way of describing direct-to-consumer is that a company creates a product and offers it directly to the customer, with no middlemen, often passing on the savings. But there is so much more to the equation than just money.

For us, direct-to-consumer is a way of working closely with the customers on all aspects of the company. Today's customers are underestimated and ignored. We believe we can create magic together if we truly let them be part of the Ridestore journey.

From product development to website functionality and everything in between, many of the company’s decisions come directly from our customers’ feedback.

Creating with customers is the future of brands.

Experience
Experience runs through everything we do. A brand exchange should always be more than just the goods you buy; after all, we would be nothing without you, our customers. Experience is the difference between building a brand and supporting a community you are genuinely a part of.

One of our core values is to deliver ‘WOW’ experiences. This means going above and beyond what the customer is expecting from us. From interactions on socials and customer support to unboxing and seeing the quality of gear for the first time, we’re always aiming to over-deliver on expectations.

Actions should always speak louder than words.

Expression
Is our gear ‘conventional’? Probably not. We don’t want to follow what everyone else is doing. Instead, we innovate where we can, using our community of riders as our compass.

We do our best to offer a variety of patterns and colourways so you can express yourself however you want. So whether you feel at home with other snow communities or brands, or you couldn’t feel further from someone else’s notion of ‘normal’ and ‘conventional’, you’re welcome here.

Quality to last a lifetime
We are continuously working to produce the best quality snow gear, using the highest performance fabrics, construction methods, dyeing, printing, and waterproofing techniques.

Our goal is to produce gear that will last a lifetime, and we’re dedicated to accomplishing it.

Fair prices, always
Due to outdated supply chain and distribution models, we know that ski and snowboard wear can be expensive. That’s why we only sell to our customers and offer permanent collections of high-quality gear made to last at price points that don’t break the bank.

We’ll never build up the hype with flash sales and discounts to persuade you to buy. Instead, our focus is on providing the best gear for fair prices all year round.