The concept for Superior was mainly created during one week in September 2020 and perfected over the course of the winters that followed.
We are a low-key collective of skiers, athletes and creatives with deep mountain roots and no physical storefront.
Our mission is simple - protect the rider, and the places we ride.
We live this. We ski. We snowboard. We love the mountains. We are not illuminati, marketers, or even particularly gifted skiers. Just people passionate about snow, challenging the norm and occasionally breaking the rules. We are inclined to think that skiing's most iconic brands started with a simple dream, much like each winter starts with a single snowflake.
We never regret dropping everything to ski powder when everything lines up and conditions are all time.. and we believe you should never apologize for doing what makes you feel most alive.
Our goggles are crafted with the support of a talented, discrete team of 3D engineers, artists, and skiers located on the periphery of the Alps.
They believe that technology can enhance craftsmanship, but cannot replace it - a total commitment to quality.
It's about skiing powder, little else.
Like the peak that shares its name, the brand remains unapologetically - Superior.
Our Founder, Ben, draws a simple logo in the dirt in the heart of Jackson Hole, after summiting Mount Superior for the first time the week before.
Our first product, a hat collab with Discrete goes on sale, with a basic website
We make contact with our Italian Factory and begin designing the first snow goggles
Production order of goggles arrives in the US and the snowiest winter on record begins.
Record snowfall of 903" at Alta. Athlete team is born, Sam, Jackson, and Fish join the team. SHIFT Lens begins development
Another record winter, 657" at Alta. All new brand assets created, new straps, and SHIFT lenses arrive in December. Ella, Jordi, and Max join the athlete team. Ambassador team established.
Sales triple. Juan Peon, and Monster Hat Kid join the athlete team. Juan travels to Italy to film in the alps. Sunglasses enter production.
Panoramic goggles are successfully tested on Mount Everest. Ben travels to Europe to finalize sunglasses design. First wave of sunglasses arrive to great success at Snowbird's Oktoberfest. First shop relationships established.
