IT STARTED WITH A SIMPLE IDEA
What if we made exactly what you wanted?
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.
DOPE
Dope is a celebration of the fun, relaxed vibe that underpins the alpine ski scene. Of late nights and later mornings. Of arm-in-arm excitement that begins when you wake up and never quite ends. Of the whirlwind blur of those long-awaited ski trips that personify the endless fun that the mountains bring.
DOPE
Dope is a celebration of the fun, relaxed vibe that underpins the alpine ski scene. Of late nights and later mornings. Of arm-in-arm excitement that begins when you wake up and never quite ends. Of the whirlwind blur of those long-awaited ski trips that personify the endless fun that the mountains bring.
SISTER BRAND - MONTEC
Launched in 2016, MONTEC is also part of the Ridestore family. Dope and MONTEC are two different expressions of the same love of the mountains.
SISTER BRAND - MONTEC
Launched in 2016, MONTEC is also part of the Ridestore family. Dope and MONTEC are two different expressions of the same love of the mountains.
OUR TEAM
Building the Dream Team
Ridestore is a bunch of fearless individuals working in remote teams worldwide. We create from wherever we are, and we love to work hard so we can play hard. For us, performance and execution rule. Location and work hours are secondary. And that’s the way we like it.
Although we don’t work right next to each other, we stay connected with digital tools and meetups and can make great products through our creative connections. We love working remotely because we crave freedom.
But we don’t take this for granted. To us, a dream team means that we all perform at our best and help each other reach that level. We create our dream roles so we can ride together as a team. Does this sound like you?
Sustainability
Sustain the slopes
Our mindset, like all those who ride, roam and follow their passion on the mountain, is to push the boundaries. We want to see how far we can go. In our supply chain, we want to know how every fibre of fabric, and every worker, is treated. We’re working on ways to reduce plastic packaging, emissions and water use.
But let’s be honest.
The most sustainable garment is the one not made. So we are in the business of producing long-lasting gear. Outdoor jackets and pants made with recycled materials and tested to endure tens of thousands of abrasions - built to pass on to the next generation.
WE LOVE TO HELP
Listening & Learning
It means everything to us that our products mean something to you.
We read every rating and review that comes our way to make sure you’ve had a fantastic experience. We’re hugely proud of the great testimonials and all the stars we’ve earned so far.
“The customer experience was truly awesome. Definitely recommend and I would buy again from them.”
Raluca-Cristiana C