For something that began as a safe space for misfits and outcasts to express themselves freely, present day snowboarding often casts a hardened “you don’t belong here, you haven’t earned it” stare at newcomers. These stares come from heritage brands who earned their spot long ago and they rule a kingdom protected by a moat. The moat’s turbulent waters defend these brands from the threat of licensees and fast fashion companies, protecting the “how it used to be” from the “how it is now.”
The drawbridge has dropped a handful of times over the years, allowing a commoner a seat at the round table. In recent years, Autumn and Howl outerwear have established themselves space on clothing racks at independent snowboard shops and box stores alike. Clear brand identities, quality products, well rounded teams, and a modern day approach with respect to snowboarding as a whole have positioned these young brands amongst the noble L1s, Burtons, Airblasters, and 686s.
Over the last few winters, a dark horse has appeared on the horizon. A Canadian stranger, sauntering towards the kingdom to see what this hype is all aboat.
Born in Montreal in 2021, Souvenir is “where the past meets the future of snowboarding”. Souvenir faced the same barriers to entry as Autumn and Howl on top of being an outsider to the American market. Conversion rates, tariffs, and overall weaker exposure to global consumers are inherent hurdles for the Canadian company. Despite these obstacles the dark horse saddled up for the journey towards the kingdom, first crossing the border towards local snowboard shops in New England. In the last three years it has trekked down the mid-atlantic, crossed the great lakes into the midwest, and continues its way west into shops like Milosport in the Rockies and beyond in the western states.
The dark horse’s journey has been anything but mundane. Since its inception, the brand has put out a short video, several promotional videos, and supported a handful of Mt. Hood team trips, hosted rail jams, navigated a few brand collaborations such as Howl x Souvenir, and pulled off stunts like repainting red ledge red.
I wore Souvenir this last season and can say I am overall extremely satisfied with their fits and style. I especially appreciate the quality and subtle details unique to each piece. I clock in at a tall 5’3” with a small frame, for size reference.
S2000 Insulated Cargo Pant - XS - The perfect baggy pant, in my opinion. The right weight to warmth ratio, I wore these on summer days at Mt. Hood and negative degree days in Minnesota. The velcro pant cuffs are functional and stylish. The waist is proportioned to the fit, so your wagon is never saggin’.
3 Ply Ripstop Jacket - XXS - There are a few non-negotiables I look for in a shell jacket. Those are water and wind proof yet breathable, cinch-able at the waist, and a large adjustable hood. The utilitarian design is functional and subtly stylish at the same time.
Everyday Puffer - XXXS - I wore this puffer a lot, both on and off hill. The synthetic down kept me warm on clear weather, cold days snowboarding and looks good with a pair of jeans wandering around town.
by Liv Ruddell
