Prior

In 1989, nestled within the renowned ski paradise of Whistler, British Columbia, Chris Prior founded a brand that would leave an indelible mark on the snowboarding world: Prior. Over the decades, this brand has experienced transformative growth, from its inception as a boutique snowboard manufacturer to its present status as a beacon of excellence in snow sports gear. Central to this ascent has been Chris's dedication to craftsmanship and his deep-rooted passion for mountain sports.

With an emphasis on unique aesthetics, Prior's designs often mirror the scenic splendor of British Columbia. The brand champions a customizable approach, allowing riders to infuse personal flair into their gear. Seasonally, Prior refreshes its collections, drawing inspiration from the surrounding landscapes, global trends, and rider feedback. Collaborations have primarily been with local artists and designers, further rooting the brand in its Canadian heritage. Designed for both professional athletes and recreational riders, the brand's versatility is evident in its broad appeal.

Technologically, Prior stands at the forefront. Their material choices strike the perfect balance between warmth, weight, and adaptability. Riders clad in Prior are well-equipped for a gamut of conditions, from piercing winds to heavy snowfall. The brand's Merino base layers, for instance, are a testament to its commitment to comfort and performance. These layers offer exceptional warmth, breathability, and moisture-wicking properties.

Among the brand's revered offerings, the handcrafted snowboards and skis, built with their proprietary "XTC Carbon Construction," stand out. This technology reduces weight, enhances responsiveness, and boosts durability, underscoring Prior's prowess in innovation.

• Founded: 1989
• Founder: Chris Prior
• Headquarters: Whistler, British Columbia, Canada
• Official website: https://www.priorsnow.com