Some of the above posts are correct. The gear was created because no one was really making taller, better fitting and stylish gear. It wasn't necessarily started to be a skiing brand there just weren't any ski brands currently doing it and The owners were involved with a lot of up and coming skiers in the Utah and Mt Hood regions.
From there we have always strived to be well connected with our customer base. That has helped us maintain our core status within the snow sports industry as we continue to expand.