FEEL GOOD. SHRED HARDER.
Style matters. Riding should still feel like you.
I wanted riding to feel as much like me off the board as it did on it. Finding that feeling in the clothes took longer than I expected.
01 / SEARCHING
I COULDN’T FIND THE FIT.
For years I was always buying new snow gear trying to get closer to the same look. I wanted pants properly baggy through the leg. Not just technically ‘loose’, but the sort of fit I actually wanted to wear.
The problem was I kept having to size up to get there. I’ve still got pairs that are XXL when I would normally wear somewhere around a Medium or Large. They looked closer to what I wanted, but they weren’t actually made to fit me that way.
Eventually I remember thinking:
surely it can’t be this hard to find a pair of snow pants that look properly baggy and still actually fit.
02 / THE IDEA
SIX HOURS WITH THE SAME IDEA.
That question followed me onto a long drive home from work. It was roughly six hours, and by the end of it I’d gone from thinking about a pair of pants to thinking: what if I actually tried to do something about it?
I didn’t have a brand. I didn’t have a name. I definitely didn’t have a launch plan. I just knew there had to be other people looking for the same thing.
So I started looking. I found a manufacturer, got a conversation going about the kind of fit I was trying to find, and one thing slowly led to another. Eventually they agreed to send me a sample.
03 / THE SAMPLE
THEN A BOX TURNED UP.
It arrived on a Friday at about three in the afternoon. I hadn’t planned some big reveal. There wasn’t a photoshoot booked. I still hadn’t really worked out what the brand was going to be.
I opened the box, put the pants on and stood in front of the mirror in my room. I knew straight away. That was the fit I’d been looking for. Baggy because they were actually cut that way — not because I’d bought them several sizes too big.
The funny thing is, even then I wasn’t thinking about building some massive company. My first thought was just: there have to be other people who want this too.
04 / FIRST PRINT
I COULDN’T WAIT UNTIL MONDAY.
Once I’d put them on, I couldn’t leave it alone. I opened my laptop and threw together a logo as quickly as I could. Maybe fifteen minutes. That logo doesn’t exist anymore — for good reason — but the rough idea was already heading toward what 7SEVEN eventually became.
Then I started calling printers. I wanted a transfer sheet that day. I found somewhere that could do it and ended up driving about twenty miles late on a Friday afternoon because apparently waiting until Monday was completely out of the question.
I got home with the sheet, an iron and some baking paper. And made the first pair of 7SEVEN pants.
They looked awful.
The placement was wrong. The print barely stuck. It absolutely was not ready to sell. And I was ridiculously excited about them.
I still have those pants. I still ride in them occasionally. Not because they’re good. Because they remind me exactly where this started.
05 / FIRST PROOF
THEN PEOPLE STARTED ASKING.
The next moment that really changed how I looked at it came with the olive kit. I wore it to Chill Factore. During that session, five separate people asked me where it was from.
Not people I knew. Not people I’d asked for feedback. Just people who had seen it and wanted to know. They didn’t know it was mine.
That was probably the first time I thought: okay. Maybe this could actually be something.
It was the reaction I’d hoped for before I even knew I was hoping for it. The fit stood out. The clothes looked different. And people noticed without me having to explain them first.
06 / WHY 7SEVEN
YOUR FIT. YOUR WAY.
That’s what I want 7SEVEN to be about. Not telling people how they should look. Giving them something they can make their own.
I’ve always cared about clothes and style. When I’m wearing something I feel good in, I feel more like myself. Snowboarding shouldn’t be different.
I want you to be able to put your gear on, look in the mirror and think: yeah. That looks sick.
Match the kit. Mix the colours. Wear the pants with your own hoodie. Do whatever feels like you.
Because when you feel good in what you’re wearing, you stop thinking about the clothes. You go ride. You have fun. You push yourself because you’re enjoying being there.
That’s the idea behind:
FEEL GOOD. SHRED HARDER.
07 / NEXT
MORE OF THIS.
I don’t want the end goal to be sitting behind a desk watching a brand get bigger. I want more days riding. More trips.
More ideas that start because something feels like it could be better. More people putting 7SEVEN on and feeling properly good in it.
If this grows into something that lets me spend more of my life in the mountains, building things I care about with people who get it — that’s the dream.
Not making everyone dress the same. Giving people something they can take and make their own. Something that feels good when you put it on. Something you’re excited to ride in.
FEEL GOOD. SHRED HARDER.
