That's Christophe Bouvier, the Head of Rip Curl's Mountainwear department, discussing where the brand is after 30 solid years in the snow industry.
Back in 1987, Rip Curl decided to start developing a Mountainwear range. After 20 years focusing on the world’s best surfing products, it seemed a natural progression to the mountains.
“But our foray into the other aspects of snow reminded us who we are, and where we came from. We were born out of the desire to Search, and that’s what we remain true to today." - Christophe Bouvier
This range was focused on giving snow lovers the tools they need to get out and have fun in any terrain, in any part of the world. It featured pin-ups of gelled mohawks, flying through the air with gusto and flair. It featured The Search, with some of the most talented skiers and snowboarders in the world cutting through unknown terrain in amazing places. From Mt Buller to Chamonix, to Canada and Chile, Alaska, New Zealand and beyond – there seemed to be no limits.
And over the decades Rip Curl’s place in mountainwear morphed. It has gone through ups and downs, phases of growth, times of diminishment. But through every change Rip Curl has learnt more and more about what their goal is in mountainwear.
“For a while there we lost our way,” Christophe continues. “We were trying to appeal to the rail jams and the half pipes and the new generation that was chasing time in the park. And it didn’t really work.
“But our foray into the other aspects of snow reminded us who we are, and where we came from. We were born out of the desire to Search, and that’s what we remain true to today.
“We want to provide the ultimate equipment for the snow lover who feels the urge to explore, who wants to drop down the backside of a mountain in a foreign country, and feel prepared.”
Give skiers and riders the ability to get out and explore. To seek adventure and have fun doing it. That’s what 30 years of experience in mountainwear taught Rip Curl… and that’s what a life in the snow, really, should be all about.