|. EVERYONE INCLUDED
- We believe that snowboarding should be for everyone, so we promote a snowboarding style that is accessible to all.
||. SELF-EXPRESSION IS EVERYTHING
- In a world of double corks and identical pipe runs we want to push personality and diversity.
|||. SPREAD THE LOVE
- We understand the importance of working together for a goal and that's why we have selected a crew of activists to spread the word of snowboarding.
|V. KEEP IT REAL
- Our aim is to exalt snowboarding in it's real essence, that beyond energy drinks, mainstream contests and big budget helicopters.
V. NO FUCKERS ALLOWED
- We believe that only snowboarders know what snowboarders want, that's why we don't relate to corporate strategists and fancy financiers.
V|. SUPPORT THE SCENE
- We respect anyone who is passionate about what they do and we try to promote their work through our brand, from artists, to crews, to video makers and photographers.
V||. TEAM IS FAMILY
- Our riders are carefully selected for their love of snowboarding, they play an important role as testers, style hunters, counsellors, catalogue models and ultimately rippers.