frank bourgeois, passionate and talented

FREE
snow
skate
surf
WINTER 2013-2014
no
Nose press transfer to lipslide. Photo by Oli Croteau
FRANK BOURGEOIS, PASSIONATE AND TALENTED
Alexi Godbout, FROM RECOVERY TO SLOPES    S3 PLAYLIST BY Phil Branch    S3 FANS IN PHOTOS
Brothers Factory + Will Demers     GIRLS IN THE INDUSTRY : Véro & Nat
2014 OLYMPIC GAMES     FASHION TRENDS WITH ABEILLE GÉLINAS
02
no
“
WE DID IT AGAIN !
FRANK BOURGEOIS
That’s right ! We once again reunited our crew of passionate team members that stretches from Quebec to Alberta
by way of Gatineau, all of whom share S3’s unbridled enthusiasm and love of boardsports. For the second edition
of our magazine, we met with skier Alexi Godbout who was in recovery mode, and Frank Bourgeois who regaled us
with tales from his life as a talented snowboarder !
We also caught up with William Demers of Brothers Factory, Abeille Gélinas who filled us in on her favorite fashion
trends, and Véro & Nat, a duo of S3 riders that we love to keep up with! This issue equally contains feature articles
on the upcoming Olympic Games in Sochi and an interview with JF Cusson, coach of the Canadian slopestyle team.
Finally, you’ll also find tips on how to stay warm this winter, advice on equipment maintenance and the latest trends
for all your favorite brands. Be sure to take a close look at pages 56-57... you may just see that photo you sent us !
S3 is much more than just a shop ! S3 – Snow, Skate, Surf – is a lifestyle !
Welcome to S3, welcome to your world !
p. 7
VÉRO LARAMÉE
AND NAT HÉBERT
p. 11
OLYMPICS 101
”
Visit www.s3brdshp.com, Facebook.com/S3BRDSHPGP or Facebook.com/S3BOARDSHOP and
Instagram @S3BRDSHP
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418 543-6830
Judging 101 p. 16
JF Cusson Interview p. 18
FASHION TRENDS
WINTER 2013-2014
DC p. 21
Burton p. 22
Oakley p. 24
I Found p. 26
Roxy p. 28
Quiksilver p. 29
O’Neill p. 30
S3 p. 31
ARE YOU READY
FOR WINTER ?
p.32
EQUIPMENT
p. 36
A BUSY WINTER
ON THE HORIZON
Chief Editor
Karl Morin
p. 44
Content Coordinator
CAMBER VS ROCKER
p. 46
GOTTA HAVE IT !
ABEILLE GÉLINAS
Dominique Gendron
Special Advisors
Jonathan Boutet, Christian Brown
Director, Creation, Content and Publishing
p. 48
Marie-Claude Bourdeau
GO PRO
Creative DirectorS
p. 50
ALEXI GODBOUT
Didier Lortie, Walter Battaglini
Graphic Designer
Émilie Deshaies
p. 51
Editors
GRANDE PRAIRIE :
TOP RIDING SPOTS
p. 54
S3 CELEBRATES
ITS FANS !
Jean-Benoit Collette, Marie-Chantal Pelletier
Coordinators
Julie Ste-Marie, Angela Kim
Contributors
Hugues Beauchamp, Phil Branch, Brian Hockenstein, Team S3
p. 56
Researcher
WILLIAM DEMERS
BROTHERS FACTORY
p. 59
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WINTER WEAR
p. 38
STAYING WARM
IS COOL !
p. 41
OAKLEY GOGGLES
EVOLUTION
p. 42
CATHERINE PARENT
SNOWBOARDFIRM
Photographers
Oli Croteau (cover), Patrick Lozinski, Charles Spina
p. 63
Patrice Lamoureux, Yann Roy
MATHIEU LAROCHE
I FOUND
Next Issue
p. 64
THE S3 PLAYLIST
BY PHIL BRANCH
p. 66
Spring 2014
7
FRANK BOURGEOIS
FRANK BOURGEOIS
Shovel. camera. snowboard. Check !
By S3
1.
9
Everyone loves Francis “ Frank ” Bourgeois. The Trois-Rivières
native stands out for his talent, unique style and INCREDIBLE
ability to take on any snowbound surface that Mother Nature
throws at him. You’ve seen him at countless competitions,
in a few Brothers Factory films and possibly even on a few
construction sites. In between a ride and a shoot, Frank took
the time to explain just what it is that he does in life.
You have quite a bit of riding
experience for a guy that’s only
22 years young. When exactly
did you start snowboarding ?
What led you to take your talent
to the next level ?
The Resistance, a film by Mack Dawg
Productions, really left a mark on me ! After
that, I just had to see all the other films
they made. Then, when I was 12-13 years
old, I met David Gauthier. He’d come with
us so that we could take on bigger mountains,
like Stoneham. Every weekend, every
holiday, every day... we rode all the time !
You continue to impact the Quebec
snowboarding scene season after
season. What are your biggest
claims to fame to date ?
Without a doubt, the Stairs Masters video
contest ! It was quite a challenge to squeeze
in so many shoots and so much work
in such a short span of time.
Do you have a favorite spot for film
shoots ?
No, not really. It can be anywhere. What’s
important is the inspiration that arrives at
the spur of the moment. Every day
is different !
You also work in the construction
industry during the summer months
in order to be able to ride all winter.
Would you like to eventually make
snowboarding a full-time gig ?
It’s definitely my all-time dream ! Earning
a good salary while doing what you love...
who wouldn’t want that? For the moment,
however, things are going well. I’m only
missing out on one month of glacier
snowboarding during summer, so it’s not all
that bad !
FRANK BOURGEOIS
FRANK BOURGEOIS
I started riding with my brother in a basin
that was near our home at the time.
We both had good old Black Snow
snowboards. At first, our goal was just to
ride down in a straight line without falling.
From then on, we became more and more
reckless. I was instantly hooked! After the
Black Snow craze was over, I got a 128 cm
Burton Chopper that I broke in on
Mont-Carmel. I was really young, like
around 7 years old !
“ The Resistance, a film by Mack
Dawg Productions, really left
a mark on me ! ”
All your hard work paid off big
last year : a victory at the Stairs
Masters video contest, 2nd place at
the Ride Shakedown Rail Jam, 3rd
place at BYP Snow, not to mention
your segment in Hungry that was
produced by Brothers Factory...
what do you have lined up for the
upcoming winter ?
In addition to another project with Brothers
Factory, I’m planning on going back out
West, only this time better equipped for
the backcountry... I also want to seize every
single opportunity to just have fun because
in the end, that’s all that really matters !
How do you go about shooting
a snowboard film ?
We travel to various locations across the
province, do a lot of shovelling, shoot and try
to push our limits every time while having a
great time. Then, we celebrate it all by enjoying
a great meal, often accompanied by plenty
of alcohol !
12
2.
Instagram : @frankbourg
11
Véro Laramée and Nat Hébert
VÉRO LARAMÉE
AND
NAT HÉBERT
Inseparable both in life and on snow!
By S3
Photos by Yann Roy
13
“ Action sports is still the domain of guys. Just take
wakeboarding. When they see us step out in our bikinis, they
don’t take us too seriously. But after they’ve seen us ride
a wave or two, it’s a whole different story ! ”
“We went snowboarding together for the first
time at Whistler in 2011 thanks to a group of
friends that we had in common,” remembers
Natasha. “After the first trail that we descended
together, we became inseparable. We spent two
whole seasons out West just skimming the slopes
with a bunch of other chicks and continued
riding together after returning home to Quebec.
We’ve been snowboarding like conjoined twins
ever since !”
at Mont Saint-Bruno, the Kinky Rail Jam at
Stoneham and Local Hero at Mont Tremblant,
to name just a few. “Competitions feel much less
intimidating when you’re entering with someone
that you know. If things don’t go too well, we can
count on each other for support and advice,”
affirmed Véronique, age 23. “While we take part
in competitions mainly for fun, we obviously
want to make it as far as we can, too.”
“Action sports is still the domain of guys. Just
take wakeboarding. When they see us step out in
our bikinis, they don’t take us too seriously. But
after they’ve seen us ride a wave or two, it’s
a whole different story,” affirmed Natasha.
Both girls are entirely comfortable with their
female side. Like true fashionistas, they like
to live, work and snowboard in stylish apparel !
The two women are a perfect match on the
mountain, constantly encouraging and challenging
each other to try new things and surpass
themselves. “When we met, Véro was like
a well-oiled machine in snowboard parks while
I was more into free riding. When she introduced
me to park riding, I had never even tried jibbing
on a rail,” said Natasha, age 24.
“I love to shop,” admits Natasha who’s been
a member of the S3 purchasing team since 2010.
“When we’re out snowboarding, we always try
to add a touch of femininity to our clothes. Even
if it’s snowing or it’s - 30 °C up on the mountain,
we dress appropriately but while still keeping
a little bit of a girly look to it all. Of course, when
we’re shooting videos, it’s a must to have an outfit
that kicks. We also love to play around with
clothes, making shirts, tie-dying pants...
We like to be stylish but it’s not necessarily our
top priority.”
Véro immediately picked up from there : “When
I first arrived in Whistler, I enjoyed free riding
and that was about it. Nat inspired me to try
other styles. We motivate each other all the time.
This has helped to instill a powerful balance both
in our friendship and the practice of our sport.
We’ve each picked up considerable speed and
precision since we started riding together.”
Dynamic, always smiling and highly sociable,
Véronique and Natasha share a positive attitude
that precedes them wherever they go. They make
a splash no matter what they do, and it’s always
for the right reasons. The energy they radiate
is totally contagious and they’ve since been
nicknamed the “S3 chicks”; a name they wear
proudly and well !
Véro and Nat take part in up to seven snowboard
competitions every winter. This will again be the
case in the upcoming season as they’re already
registered to compete in Billabong Flaunt It at
Mont Saint-Sauveur, the Peanut Butter Rail Jam
1.
1. Véro Laramée. Photo by Yann Roy
2. Nat Hébert. P
hoto by Yann Roy
2.
Véro Laramée and Nat Hébert
Véro Laramée and Nat Hébert
When you first meet S3’s two
female reps, Véronique Laramée
and Natasha Hébert, their bubbly
complicity is immediately obvious.
You quickly understand that the
pair are BFFs and it’s definitely a
pleasure to witness. They’re just
as in sync in their passion for
snowboarding, taking to the
slopes together every single
chance they get !
17
This year, a new arrival will be making a much anticipated entry on the events
O lymp i c J UD G IN G 1 0 1
By S3
disciplines that are sure to provide spectators with impressive and breathtaking
performances! Also, Hugues Beauchamp, an experienced judge, shares with you some
tips and hints to help you become the best judge of the house.
HALF-PIPE
Slalom
The world’s best riders will demonstrate their phenomenal style and groundbreaking tricks on the
mother of all halfpipes at Sochi, giving it everything they’ve got to make the podium. The most audacious athletes with the cleanest executions will make history !
In this discipline, athletes descend a steep slope at breakneck speeds, making sharp turns in order to pass
through a series of gates (composed of two poles and a banner) on the way down. Points are assigned
for speed and the number of gates they successfully negotiate.
At the 2010 Winter Olympics in Vancouver, American snowboarding legend Shaun White debuted the
Tomahawk a.k.a. the Double McTwist 1260, a signature trick of his own design in which he careened
off the top of a 22-foot-tall halfpipe into two front flips and 3½ twists. Needless to say, we can’t wait
to see what he has in store for us this winter in Sochi !
Fiercely determined to make Sochi, Canadian snowboarder Indrik Trahan is poised to give competitors
a run for their money during the qualifications. All S3 family members are invited to cheer him on !
Photo by Cam Farrell
SLOPESTYLE
Finally ! This exhilarating discipline has at long last been approved as an official Olympic sport in both
its skiing and snowboarding forms. It will no doubt attract plenty of attention in Sochi due to the fact
that these are the first games in which they are allowed and because of the freedom it allows athletes
in the delivery of their performances. Slopestyle runs contain a variety of features that give athletes free
reign to perform tricks of their own choosing (usually, the most difficult) while getting the highest
possible amplitude from jumps.
Each competitor receives a score on a scale of 1 to 100 from each of the six judges and the lowest
and highest scores are dropped. The final score is obtained from the average of the four remaining scores.
According to International Ski Federation (ISF) regulations, snowboarders must absolutely execute
a straight air jump (without rotation) during their descent in order to qualify for a final score.
Snowboard and ski cross
Triple cork 1620 (spinning 4.5 rotations) anyone ?
Snowboard and ski cross can be compared to a motocross race, only the riders are on skis or snowboards
and the course is made of snow. The descent is punctuated with obstacles, jumps and turns as well as
other highly-trained and determined competitors! Four racers go head to head in the first round and the
two with the best time will go one on one in the finals for a spot on the podium. Easier said than done !
Photo by André-Olivier Lyra
Pro tips : Snowboard and ski cross competitions take place on a 1,200-metre course composed of
multiple jumps, turns and obstacles. Since this discipline is judged based on speed and not execution,
the departure is critical for these athletes who launch in waves of four at a time in order to qualify
for the next round. The final four then battle it out for a spot on the podium.
SWITCH BACKSIDE CORK 1080 NOSEGRAB?
Riding tricks aren’t always easy to understand. Here is a little sketch to fully appreciate them !
Switch
(Opposite side)
Backside
(Rotation direction according
to your stance)
Cork
(Off-axis rotation)
1080
(Rotation degrees of a spin,
1080 = 3 rotations)
Photo by André-Olivier Lyra
Feel free to try your hand at judging the performances of your fave riders !
A delegation of
supreme athletes !
Nosegrab
(Hand grab)
Pro tips : As in the halfpipe competition, slopestyle athletes receive a score based on technical merit,
landings and form. Since the course is much longer, it’s impossible for judges to assess the entire
performance firsthand. They must therefore view certain portions via replays that are shown on screens
installed at the end of the course. Other types of judging methods also exist. For instance, at the World
Snowboard Tour, each judge assigns a score for a particular obstacle.
Canada will be extremely well represented at the upcoming 2014 Winter Games. Moreover, the
Canadian team wouldn’t be the same without the precious support of Canada~Snowboard, whose
mission is to support and lead Canadian snowboarding talent from the park to the podium and help
position Canada as a world-leading snowboard nation. If the name rings a bell, it’s probably because
Canada~Snowboard is closely involved in the development of Canadian athletes, as can be seen by its
presence at the World Cup, World Championships and the Winter Games, to name just a few. Find
out more about the athletes of the Canadian delegation, whom S3 is proud to sponsor, at olympic.ca.
Olympics 101
Pro tips : The athletes in this discipline are evaluated by a panel of six international judges under the
supervision of a head judge. Scores are based on their overall impression of the routine, including
technical merit, style and landings.
Olympics 101
roster at the upcoming 2014 Winter Olympics: slopestyle! Here are four exciting
19
J F C U S S ON
Training the Canadian slopestyle team for the Olympics
By S3
Jean-François “JF” Cusson has proven himself a multitalented
athlete for well over a decade. Whether at the Winter
X Games or on golf courses, the freeski pioneer has raised
the bar for versatility and performance in multiple sports
disciplines. Now, as coach of the national slopestyle ski
team, a role he’s held for the past two years, JF Cusson
is training nine athletes with one objective in mind :
to make the podium at the Winter Games in Sochi. Just
before leaving for Russia ahead of the Olympics, the
coach gave us a glimpse of his approach as well as his
vision of the importance of balance and respect.
How does it feel to wear
the boots of an Olympic
slopestyle coach ?
Generally speaking, there’s no book
on coaching slopestyle. It’s a sport that
you feel in your gut. First, you learn
to master the basic techniques, but the
run you eventually adopt is all your
own !
Olympics 101
How are you preparing
the athletes for the upcoming
Olympics ?
I’m relying a lot on my experience as
a golf trainer and using analogies with
vivid imagery that I can apply to
skiing. It’s very cerebral.
I also try to adapt myself to each
athlete’s individual style and personality.
If a particular team member is less
instinctive and prefers a more technical
approach, I respect their nature.
Conversely, if they’re highly intuitive,
I’ll insist more on delivery. In the end,
though, every discipline has its limits.
These athletes have to rest sometimes,
too, and take the time to recover from
the injuries they sustain during
training.
1.
In terms of preparing specifically for
the Olympics, it doesn’t really change
anything. We have training camps year
round. This year’s budget is a bit more
generous, which allowed us to train
in New Zealand in the fall.
It’s very upbeat! A relationship of trust
and respect has blossomed between
the athletes. Everyone gets along, films
the performances of their teammates
and encourages each other to surpass
themselves. It’s really quite cool !
What distinguishes Quebec
athletes from other nationalities
when it comes to slopestyle ?
Olympics 101
We went to Sochi last year to get a
look at the site and the installations.
While the slopestyle test event was
cancelled because there wasn’t enough
snow, I found out that there will be
two rails and three jumps. This provided
me with valuable insight on how
to direct the team !
The national delegation will
soon be leaving for Sochi.
What’s the atmosphere like
among team members ?
They often require an adaptation
period to work in changes on the 21 m
(70 ft.) jumps – which are quite rare in
Quebec. On the other hand, they can
definitely raise hell on the rails !
In closing, what advice would
you give to budding riders ?
Start anywhere and don’t quit ! What’s
important is to take note of your
weaknesses, overcome obstacles and
build from there. It’s the only way
to progress and eventually develop into
a bona fide athlete !
The XXII Olympic Winter Games take
place in Sochi, Russia, from February
7-23, 2014.
2.
JF CUSSON
Pioneer of the freeski movement in Canada
Big Air gold medalist at the first
X Games, in 1999
Technical coach for the Canadian
slopestyle ski team
12
21
At DC, winter is anything but black and white ! Neon
is back in force this year, giving you extra gravity as you
glide down the slopes . Whether you prefer ample cuts or
form-fitting styles, this collection will deliver the look and
feel you’re after. Revamped classics, original patterns, sober
shades or powerful fluorescents, the choices are endless !
Fas h i o n t r e n d s
winter 2013-2014
The S3 crew in Gatineau is pleased to present the hottest trends of the season, all of which
can be seen in the new collections of your favorite brands !
Whether you live to ride, enjoy après-skiing or just love fashion, you’re sure to see
something you like in these next few pages. The huge variety of cuts, colors and patterns
are specifically designed to combine performance, comfort and flair while also allowing
you to create and show off your own personal style and tastes. Have a great winter !
Photos by Patrick Lozinski
Orhiane Grandjean, Carl Beaulieu (above) et Stéphane Osborne (below)
Product selection may vary by store.
TRENDS
TRENDS
DC TRENDS
TRENDS
TRENDS
23
BURTON TRENDS
Burton draws inspiration from nature to dress up your
winter. Featuring camouflage patterns, intense colors and
unique textures, the men’s and women’s collections will
make you stand out both on and off the slopes ! You can also
choose from a flurry of coat and pant cuts to work the style
and find the level of comfort you’re looking for.
Photos by Burton
Product selection may vary by store.
TRENDS
TRENDS
25
OAKLEY TRENDS
Oakley has prepared a cutting-edge line-up of outdoor
clothing and accessories for the coming season that
delivers a perfect score in terms of style, performance
and innovation ! Developed in collaboration with
professional athletes, the 2013 winter collection comes
in fresh and flashy shades and a flurry of magnificent
metallics in order to let you express your unique
personality. Discover their state-of-the-art technical
outerwear and revolutionary goggles that will allow you
to take on anything and everything that Mother Nature
sends your way. Look and feel like a pro this winter,
even when you’re still tweaking your tricks !
Photos by Oakley
Product selection may vary by store.
trends
TRENDS
27
I FOUND TRENDS
Keep your style at the top with the new I Found outerwear
collection. Just like I Found and S3 team rider Frank
Bourgeois, you will be able to show off your best snow tricks
with outrageous class. No compromise between style, comfort
and product longevity with the real denim pants, laminated
and coated at 5000mm for a total waterproofness.
An incredible attention to details improves all jacket designs.
Photos by I Found
Photo by Michael Tremblay
Product selection may vary by store.
TRENDS
TRENDS
29
ROXY TRENDS
Roxy is dedicated to making incredible snow products for
women, from their award-winning, eco-friendly snowboards
to the outerwear you’ll need to ride all day. Through the
collaboration of an amazing team of riders, the designers set
out to push boundaries with products specifically designed
for women, by women. This season, Roxy is proud to present
its strongest collection yet: GORE-TEX® technology, loving
details that will up your expectations of outerwear, and fresh
colors and feminine fits to ensure you stand out on the slopes.
QUIKSILVER TRENDS
If you’re shooting for a pro look this season, Quiksilver has just
what you need. Again this year, you’ll find the perfect cuts to
stay warm and comfortable all winter long. In addition to color
blocks, Quiksilver is serving up its own take on various
patterns. Ride on, in style !
Photos by Quiksilver
Photos by Roxy
Product selection may vary by store.
Product selection may vary by store.
TRENDS
TRENDS
31
O’NEILL TRENDS
Inspired by diehard snowboarders and skiers, O’Neill’s
winter collection strikes a perfect balance between style and
performance. The Seb Toots Premium signature jacket, which
features removable sleeves, allows you to move freely and
comfortably whether you’re on the slopes or in the streets.
Ideal for riding like a pro wherever you go !
Photos by O’Neill
Product selection may vary by store.
S3 TRENDS
Photo by Charles Spina
There’s nothing like a cosy pair of jogging pants and a plush hoodie to keep you feeling warm
and looking cool during the winter months ! Big logos, camouflage and leopard prints, and
baseball-inspired cuts are out in force this season to help you carve out a look all your own.
With the Canadian winter on our doorstep, it’s time to stock up on all your wardrobe essentials
and show your S3 colors in comfort and style !
33
1
2
3
4
9
10
11
12
13
6
7
8
15
16
A R E Y OU R E A D Y F O R W INTE R ?
Quality gear will turn each descent into a memorable ride! Whether you’re
seeking enhanced comfort or wish to perfect your moves, pack any one of these
must-haves before heading to the mountains! Enjoy the ride !
17
AND EVEN MORE
IN STORE !
1. FEATHER by Burton 2. PROCESS FLYING V by Burton 3. RAPTURE by RIDE 4. WWW ROCKER by K2
5. FIRST LITE by K2 6. PULSE by Salomon 7. CROOK by RIDE 8. THE VILLAIN by Salomon 9. CITIZEN by Burton
10. EX by Ride 11. PACT S by Salomon 12. STILETTO by Burton 13. MOTO by Burton 14. DAY SPA by Burton
15. FREESTYLE by Salomon 16. MINT by Burton 17. RULER by Burton
ARE YOU READY FOR WINTER ?
ARE YOU READY FOR WINTER ?
5
14
35
21
19
22
EVEN MORE
IN STORE !
20
24
25
26
27
28
29
ARE YOU READY FOR WINTER ?
ARE YOU READY FOR WINTER ?
18
23
EVEN MORE
IN STORE !
18. RAIDER by Anon 19. PHASE PRO by K2 20. THRIVE by K2 21. ROCKSTAR by Capix 22. SURFACE by Giro
24. MARSHALL by SPY 25. TARGA 3 by SPY 26. MARSHALL by SPY 27. CANOPY by Oakley 28. O2 XL by Oakley
23. SUPPRESSOR by Capix
29. CANOPY by Oakley
37
A thorough inspection and tuning at the start
of winter and a little maintenance here and
there afterwards is essential to ensure that your
equipment performs as it should, as well as to
enjoy a safe and worry-free season. Follow these
simple guidelines to ensure that your equipment
is always as ready as you are to hit the slopes.
Wax it up !
Waxing your skis or snowboard is just about the easiest thing you can do
in terms of maintenance, with maximum results! Before you start,
do a quick visual inspection to verify the condition of your equipment.
Repair any nicks or gouges with a P-Tex stick.
Equipment
2. Apply the wax : Press a stick of wax to a hot waxing iron and drizzle
it across the length of the surface to be waxed. Note that a little goes
a long way. Carefully iron the surface in smooth strokes to distribute
the wax evenly and ensure penetration.
3. Let dry : For optimal results, allow the equipment to dry for at least
one hour. This allows the wax to fully penetrate the tiny pores in the base
of your equipment.
4. Remove excess wax : Scrape off the excess wax along the entire length
of the skis or snowboard.
Equipment
The ABCs of tuning and maintenance
Photo by Charles Spina
5. Brush : Brush lengthwise to remove any leftover wax and create
grooves that ensure water runoff.
It’s a good idea to give your equipment a good, final waxing before
you put it away at the end of the season. Regular waxing will improve
your performance, speed and extend the useful life of your skis and board.
Feel free to stop in should you need any help, tools, supplies or advice.
Note that we also offer tuning and maintenance services if you’re short
on time. Happy trails !
Equipment
1. Sand the base : Using a sander, smooth over the underside of your skis
or snowboard. This helps to recreate the miniature channels that allow
for water runoff.
39
Men’s winter wear
Women’s winter wear
Product selection may vary by store.
Product selection may vary by store.
Men’s winter wear
Whether riding the mountain or cruising downtown, we know that guys always want
to be at the top of their game while looking their best ! Look no further than S3 to find everything
you need to help you define your style and make your mark this season. Brand name hats and
shirts, sharp watches for every occasion, high-performance ski goggles and more are now
available in-store to reveal the unique and spirited rider that lives within you !
Photo by Charles Spina
Women’s winter wear
No matter how cold it gets this season, the forecast for our ladies, winter collection is warm
and feminine ! Vivid colors, geometric prints, cosy knits, jewelry, handbags, and more are
now trending at S3 to help you define your style and reveal your individuality !
Photo by Charles Spina
41
S tay i n g warm
is cool!
How to keep Old Man Winter off your back
By S3
Your mother probably told you : “Don’t wear cotton under your coat; you’ll
freeze ! Worst thing is, she was right ! Here are our tips to stay warm and cozy
no matter how cold it gets this winter.
Thermal underwear
(a.k.a. long johns !)
Junior’s winter wear
BONDED fleece
Junior winter wear
At S3, junior means future pros in training !
Our winter collections are overflowing with stylish hoodies, coats and streetwear to let you
express who you are: young, passionate and bustling with talent and potential. Carve your
own path... with a little help from S3 !
Photo by Charles Spina
You can now find a wide variety
of attractive sweaters, hoodies,
pants, and more made from this
soft, lightweight, comfortable
and incredibly warm fabric.
Polar fleece garments are perfect
for your second layer of clothing.
Merino wool, synthetic,
compression socks... whatever
your preference, make sure that
your socks are adapted to the
activity at hand! Cotton socks,
which retain moisture, may be
fine in the summer, but if you
wear them while snowboarding,
your feet will be freezing in no
time. Ski socks are a perfect fit
for all winter sports.
Self-warming
accessories
Hand warmers are a must for
those in search of total comfort
when playing outdoors. Just slip
a couple in your gloves and boots,
and enjoy the warmth ! A welcome
addition, especially when it’s
–25 °C outside.
More tips to stay warm
Flannel shirt
This garment is quickly becoming
more fashionable ! It may be
worn instead of the polar fleece
as it offers the same benefits of
breathability and heat retention.
The flannel shirt is a must-have
for a comfortable riding session
and a stylish après-ski !
1. Bring a bottle of water and drink often
to stay well hydrated.
2. While you’re on the lift, let your arms hang down
to allow blood to circulate freely into
your hands and fingers.
3. Run on the spot every now and then
(ideally, not in the middle of a slope !).
Staying warm is cool !
The first layer of clothing you wear
is crucial to staying warm. Available
in pant or boxer form with either
a short or long-sleeved shirt,
thermal undergarments hug your
body to keep you nice and toasty
while also allowing sweat
to evaporate.
Socks
43
O A KLE Y G o gg l e S
evolution
transforming how we see the world around us
By S3
O Frames - 1980
Contrary to popular belief, Oakley didn’t get its start making ski
accessories; it was actually the specific needs of the motocross
industry that helped the company to kick off in 1975. Oakley
founder Jim Jannard would only market his first pair of goggles,
called O Frames, a few years later, in 1980. The new, cylinder-shaped
eyewear was an instant hit, thanks largely to the technologically
advanced Lexan lenses. Made from a highly resistant polymer,
the lenses offered wearers exceptional clarity and a wide peripheral
view – essential for any sport !
A Frames
with HDO - 1998
Switchlock
Technology - 2011
Airwave with Heads-Up
Display - 2012
In 1998, the company unveiled
one of the most significant
innovations to date in the sports
eyewear industry : HDO (High
Definition Optics). Previously,
lenses were generally flat, which
acted to distort vision and were
thus more visually demanding
for the wearer. Oakley HDO
lenses are rounded to provide
clearer, sharper, untainted views
without image corruption.
There’s a wide selection of goggles
and lenses out there that are
adapted to all types of meteorological
conditions. However, you have to
be pretty agile in order to change
them while travelling up the lift
in between runs ! Enter Oakley
Switchlock Technology,
a quick-release system that allows
you to change lenses in a snap to
adapt to changing light conditions.
With Oakley’s Airbrake goggle,
you can replace the lens in under
10 seconds. Ideal for unpredictable
mountain weather !
High-tech buffs are extremely well
served with Oakley’s new Airwave
goggle with Heads-Up Display.
The unobtrusive display, which
is located in the lower right portion
of the lens, lists a mother lode
of real-time information, including
jump data (speed, height, distance,
airtime), pre-loaded maps, music
playlist controls and even buddy
tracking !
The crisp, widescreen graphics
sit unobtrusively in the bottom
right side of the goggle frame,
allowing the wearer to retain full
forward and peripheral view at
all times.
Although these extraordinary innovations have already transformed the way professional
and amateur athletes perceive their surroundings, the people at Oakley assure us that this
is just the start. We can’t wait to see what they come up with next !
OAKLEY GOGGLES EVOLUTION
OAKLEY GOGGLES EVOLUTION
Riding without goggles is like driving with your window down
in the heart of winter – unsophisticated and painful ! Oakley has
long understood the importance of athletic eyewear, and
especially of wearing quality goggles. Here are the top four
winter eyewear products from the California-based company.
45
S3 Futur Pro Tour Junior Freestyle Circuit
Open to all (guys & girls, skiers &
snowboarders, from age 9+), the S3 Futur
Pro Tour junior freestyle circuit is a must for
Quebec’s budding athletes. In the wake of last
year’s phenomenal success (over 500 participants),
this province-wide competition is back in
January 2014 for its third consecutive year.
The specially designed course features no less
than seven halfpipe and slopestyle challenges, and a wide-open opportunity for you
to emerge as the provincial winner in your
favorite sport !
If you’re out to have a blast and aren’t the least
bit intimidated to show your stuff alongside
the best riders in Quebec, this competition
is for you! Over $ 60,000 in prizes are up for
grabs at the different events on the circuit.
Go ahead and try your luck !
Snowboard School Circuit
If you live and ride in Saguenay-Lac-SaintJean, this event has your name on it !
Two outstanding promoters, a qualified
technical team and experienced volunteers
who all share your enthusiasm for snowboarding
stand poised to ensure you have a terrific
time at the 9th edition of the Snowboard
School Circuit (Circuit scolaire de snowboard).
With four age categories for the guys (age
12-13, age 14-15, age 16-17, age 18+) and
two for the girls (under 15, age 15+), you’ll
be able to show off your moves alongside
other riders from your generation. Will
you be the next winner in your category at
the upcoming Snowboard School Circuit ?
There’s only one way to find out !
circuitsnow.ca
Other must-attend
winter events !
SMF Snowboard
Grand Prix
proamproductions.com
Ride Shakedown,
Saint-Sauveur
tournee.rideshakedown.com
SnowMission,
Bas-Saint-Laurent
snowmission.ca
Backyard Party (BYP),
Montreal
backyardparty.ca
futurpro.ca
A busy winter on the horizon
Philippe Arsenault, winner of the S3 Futur Pro Tour contest
A b u sy w i n t e r
on the horizon
Feel like living out your passion for
snowboarding with other riders in Grand
Prairie, Alberta, who love it just as much
as you do ? The 4th edition of the S3 Super
Jam is not only a slopestyle competition;
it’s a huge party that takes place between the
Wapiti River and the foothills of the Rockies !
Keep your eyes peeled for the official dates so
that you can book a flight in or plan on
a little 42-hour road trip if you’re leaving
from Quebec.
facebook.com/S3BRDSHPGP
FIS Snowboard World
Championships / Snowboard
Jamboree
A busy winter on the horizon
S3 Super Jam
The FIS Snowboard World Championships
is slated to take place at Stoneham, Quebec,
as part of the activities surrounding the
Snowboard Jamboree. The event attracts
international-calibre snowboarders who
deliver breathtaking performances –
a spectacle that inspires and draws a bigger
and bigger crowd every year. There’s also Big
Air competitions, a video editing contest
and loads of other great events. Come join
the fun !
snowjamboree.com
Places to go and things to do
By S3
Winter in Quebec (and in Alberta) is loaded with awesome events.
1.
Of all the opportunities to go riding, to participate in a competition
or to cheer your favorite shredders, don’t miss the following.
Photo by Félix Rioux
Indrik Trahan, team rider S3
2.
1. P
hoto by Alyssa Nicol, S3 Super Jam
2. P
hoto by Brendan Matthews
47
S-Rocker (Snowboard)
With its rocker style at the nose and camber
take under the feet and on the tail, this board
offers the best of both worlds !
Camber (Ski & Snowboard)
Often preferred by more experienced riders,
camber boards are made in the traditional
style of board construction. With contact
points near the tip and tail, they allow you
to hit bigger jumps with more confidence.
They also deliver a lively and stable ride and
provide good responsiveness on hard-packed
and groomed runs.
Rocker (Ski & Snowboard)
C A M BE R V S R O C KE R
WHICH STYLE IS YOURS ?
By Brian Hockenstein
Ski or snowboard, it’s always a matter of performance, comfort
and feeling. What style of board/ski best fits your riding profile ?
Fret no more... Here are some tips from S3 to help you discover yours !
This new style of construction has gained
popularity over the last five years and offers
a soft ride that’s appealing to beginners.
With its upturned nose and tail that leaves
the main contact point directly between the
feet, rocker snowboards make it easier to
trigger turns due to the fact that the board
is almost immediately on edge as soon as
the move is initiated.
The design also eliminates the need to move
your stance back in powder as the nose of the
board or skis stays out of the snow on its own
(less chance of catching an edge) !
Rocker boards equally allow for much easier
board presses, excel in powder and are
awesome for jibbing !
Pro tip : Compressing the camber under
the back foot causes the entry rocker to
naturally lift the nose, thus improving float
while maintaining momentum and stability
through deep-driving pow turns and variable
conditions.
V-Rocker (Snowboard)
Just like rockers, the V-Rocker has
an upturned nose and tail, but the center
of the board has a flatter v-shaped profile.
More stable than the traditional rocker,
it also locks into presses extremely easily.
Flat (Snowboard)
A rocker/camber hybrid, flat boards have
a completely flat base profile. They offer
a better edge grip than rockers and greater
manoeuvrability than cambers. The shape
also makes for easy transitions between
turns.
CAMBER VS ROCKER
CAMBER VS ROCKER
The ability to pre-ollie with a camber board
also gives you a more crisp and consistent
pop of the lip on jumps.
The nose stays out of the powder and presses
easily yet maintains the pop and responsiveness
of traditional camber boards.
49
B
A
C
D
E
H
A. Laguna bronzing powder by NARS
My secret weapon for a healthy-looking complexion.
G o t ta h av e i t !
Fall fashion favorites of the illustrious DJ Abeille
Abeille Gélinas is one of those DJs who knows how to light up the
atmosphere wherever she goes. True to her name (which means “bee”
in English), her taste in music and just about everything else she
touches has the entire province buzzing with interest and anticipation.
S3 recently uncovered the DJ’s girly side during a chat on her
favE beauty products for the season at hand.
B. Moroccanoil hair treatment
I absolutely adore the scent of this product! It gives my hair a soft
and totally natural look. I used it all the time during my last trip
to the West Indies.
C. Rouge Pur Couture lipstick by Yves Saint Laurent
When I’m going for a glam look, I wear it with only mascara.
D. Eight Hour® Cream Skin Protectant
by Elizabeth Arden
This cream does everything! It’s perfect in winter for smoothing
away chapped lips and keeping my skin thoroughly moisturized.
E. Eye Shine eyeliner by Lise Watier
I like wearing hints of color. I sort of have a thing for purple !
G
I
F. Nail polish
I like shades of grey; pale or dark, it doesn’t matter ! I find it very
chic and funky at the same time.
G. Rip Curl Denim shirt
A denim shirt is practical, timeless and very cute ! I consider
it a wardrobe essential.
H. Roxy coat
A must for our cold Quebec winters. These coats are comfortable,
warm and highly original... the three qualities that I look for
in a winter coat ! I. Vans jeans
I love color jeans ! You can mix and match them with anything
and they can be worn both during the day and out on the town !
Gotta have it : Abeille gélinas
Gotta have it : Abeille gélinas
F
51
There’s nothing like your own edit to improve your
technique and keep memories of your best rides.
With a POV (Point of View) camera, you can share
your skills and your artistic side with the world.
Built-in Wi-Fi, smartphone apps and practical
and lightweight mounts are only a few features
GoPro offers to make your life easier and allows you
to enjoy your rides up. Discover the new models
at gopro.com.
GOPRO
ALEXI GODBOUT
A LEXI
G ODBOUT
The Athlete Is Back On Trail !
By S3
Photo by Julien Faugère
Product selection may vary by store.
53
Quebec-born athlete Alexi
Godbout practically grew up
on the slopes of Mont-Tremblant
where he honed his skiing
skills, a talent that he has
long shared in various videos
and that may well lead him
to the 2014 Winter Olympics
in Sochi. S3 met with the
freeski champion during his
rehabilitation following
a knee injury. Despite the
challenges on the horizon,
Alexi remains optimistic;
something we were all very
happy to hear !
I always try to shoot as much as I can
whenever an opportunity presents itself.
The majority of my videos were made in the
scope of the Salomon Freeski TV web series,
but I plan to work on a production this
year. I’m also thinking about the upcoming
Olympics but because of my injuries, the
qualification period will be extremely short.
Your last year was marked by
a recovery period. What are you
doing to get back on the slopes
as quickly as possible?
Knee injuries are definitely the thorn in
the side of most skiers and mine are no
exception ! I’ve had three anterior cruciate
ligament (ACL) reconstructive surgeries,
the most recent of which was in January.
I don’t take training lightly. A competent
physical trainer is crucial; someone who
knows how to drive you further and further
with new challenges and an objective
vision !
In terms of motivation, it’s important to set
objectives... like getting back on the slopes
starting in August... and to be in the best
shape I’ve ever been in my life !
What types of exercises do you use
to stay in shape ?
I do a lot of agility and plyometric training
What do you like to do for fun
when you can’t go skiing ?
I enjoy playing golf, or cycling and
wakesurfing with my friends !
You’ve participated in countless
competitions around the world.
Which one do you remember with
the most fondness ?
A catskiing / snowmobiling trip with
Salomon Freeski TV last year. Fresh powder
under a full moon in BC’s Pemberton
backcountry. Absolutely unforgettable !
How is the upcoming season
shaping up ?
ALEXI GODBOUT
ALEXI GODBOUT
Your summer and winter training
requires considerable effort and
preparation. Do you still have time
to make videos ?
(muscular exercises that build strength,
speed and flexibility), which includes ladders,
hurdles and jumping. These exercises are
important to maintain excellent
proprioception (awareness of one’s own
movements) and impulsion. I also do
a lot of strength and endurance training.
I started crossfit training at the beginning
of the summer; it’s pretty comprehensive
and also highly aerobic !
I intend to kick off the winter in California
followed by intensive training in Colorado.
The rest of the season will be a mixture
of competitions and as many shoots
as possible !
Until then, Alexi, we wish you a speedy
recovery. We can’t wait to see you back
on the trails !
“ The arrival of slopestyle
at the next Olympics will
provide freesking with
unprecedented visibility.
However, this more recent
and marginal sport took
flight far from the federations,
so it’s difficult to predict
how the budding discipline
will be received ! ”
1. Photo by Charles Spina, Val D’Isère Powerplant,
France
1.
Instagram : @agodbout
Facebook : @Alexis Godbout Skiing
Twitter : @alexigodbout
55
G R A NDE P R A I R IE
TOP RIDING SPOTS IN ROC
By Brian Hockenstein and Mike Dalen
The people of Grande Prairie,
Alberta, are tremendously
fortunate to live near some
of the most incredible places
to ride in the country. With
a typical winter temperature
ranging from -10 °C to -15 °C
and several weeks of -40 °C
in between, they’re also
blessed with plenty of
snow and extensive riding
time. Here are S3’s top three
local(ish) ski hills to live up
winter on the slopes !
Powder King
Marmot Basin
This is IT ! If there is one mountain
that you MUST ride, PK is the one.
The mountain is a four-hour ride from
Grande Prairie, but luckily, the time zone
change turns the journey into just a
three-hour trip, making for even more
mountain time. Nestled in the pristine
wilderness of the Canadian Rockies, Powder
King offers the best of the great outdoors
with an amazing annual snowfall of over
41 feet. Oh, and PK has the best gladed
runs ever !
Excellent “resort style” mountain. When
Marmot gets hit with a good dump of pow,
it’s one of the better mountains in the
Rockies. Even if you happen to catch
it in the middle of a dry spell, don’t worry
as there are tons of tree jibs to hit everywhere.
The Marmot Basin park is topnotch as well.
A mere 10-minute drive from Grande
Prairie, this local hill sits on the southern
banks of the Wapiti River. Open day and
night, you can squeeze in an after-work
park session or just go stretch your legs for
a spell. Nitehawk makes improvements
to its park every year and we’re hoping that
some great new additions will be made
in time for the upcoming season !
Photo by Marmott Basin, “The Knob Chair”
You’ll be able to enjoy your adventure
to the fullest thanks to the Canadian
Rockies Express : a high-speed quad chair
that carries up to 2,400 riders per hour !
You’ll get to the top in approximately seven
minutes, which is less than it takes to watch
your favorite snow edit !
Insiders’ tip : The S3 Super Jam, which
features DJs, the Beer Garden and all ages
shredding, is hosted at Nitehawk every
March and is always a huge success.
Be sure to check the S3 GP calendar
at www.s3brdshp.com or Facebook
@ S3BRDSHPGP for the exact dates !
Insiders’ tip : For some memorable après
ski moments, hit up the Jasper Brewing
Company in the downtown core where you
can sample one or more of their in-house
brewed creations.
Photo by Adrianne Johnston
There’s a saying at Powder King: “Every day
is a knee-deep day when you’re in PK”, and
it’s so true. And should the runs start to get
beat out, just head for the Black Forest.
Just about everywhere atop PK, the trees are
spaced just perfectly to pick endless lines top
to bottom. Bad days at PK are impossible –
as long as you don’t mind working a little for
some freshies between the pines !
Insider’s tip : Be sure to chat and bond with
the locals. You might be introduced to some
of the deepest powder lines of your life.
Photo by Alyssa Nicol
P.S. Order a Powder Queen Burger or
a poutine when you hit the lounge. (Yes !
They’re just like in Quebec.)
Of course, you can always check out the trail
map for each of these mountains, but at the
end of the run, there’s only one real way
to find out which one fits you best… just
get out there and ride it !
GRANDE PRAIRIE : TOP RIDING SPOTS
GRANDE PRAIRIE : TOP RIDING SPOTs
Nitehawk
57
S 3 c e l e b rat e s i t s fa n s !
Stretching from Quebec to Alberta and beyond, S3 fans are into action sports,
17.
travelling and just having fun. They’re also looking good, to boot !
Become an S3 fan and share your best pics with us !
FACEBOOK.COM/S3BRDSHPGP or FACEBOOK.COM/S3BOARDSHOP, TWITTER @S3BOARDSHOP
AND INSTAGRAM @S3BRDSHP
16.
18.
19.
20.
21.
22.
23.
24.
1.
3.
6.
7.
4.
5.
8.
9.
25.
11.
12.
27.
28.
30.
14.
1. Jonathan Trudeau
8. Félix Gagnon
16. Sam Laflamme
24. Simon Bernard
2. JP Biron
9. Cedrick Jacob
17. Martin Collette
25. C
hanel Perreault
3. Charles-Antoine Tremblay
10. Thomas Claudia Laberge
18. William Larivière
26. Maxime Grégoire
11. Fred Martel
19. Jany Tremblay
27. P
hil Pednault
4. Viviane Pham
12. Philippe Laverdure
20. Dale Coulombe
28. Kamil Obaid
5. Hugo Larivière
13. Stéphanie Dubois
21. Joelle St-Vincent Gagné
29. Carolyne Gratton
6. Amélie Morin Godard
14. Venessa Amos
22. David Mayer
30. Jean-Michel Laliberté
7. Catherine Normandeau
15. Jean-Benoit Collette
23. Carine Dumais
Crédit Donald Langelier
10.
29.
26.
13.
15.
S3 celebrates its fans !
S3 celebrates its fans !
2.
59
WILLIAM DEMERS : Brothers factory
W ILLI A M DE M E R S
An encounter with the driving force behind Brothers Factory
By S3
Photo by Oli Croteau
61
Brothers Factory president, producer and
videographer William Demers travels Quebec
in search of the perfect location to shoot
snowboard videos. Motivated by the desire to
create never-before-seen concepts, he’s one of
a rare breed of board junkies who actually
enjoys shovelling snow. A look at the brains and
brawn of Brothers Factory as well as his latest
film, entitled Jamais vu.
“ I love knowing that we created
something absolutely awesome at
a spot that we never imagined we’d
find or be able to do ! ”
Brothers Factory was created in 2002. Explain the idea
that spurred your project.
Initially, we were just a bunch of buddies who enjoyed riding together
at Stoneham. When we saw people up there shooting tricks, it inspired
us to do the same. We bought small cameras and began filming all
our moves both up on the mountain and downtown on stairway
ramps, walls and anything else that would work.
3.
WILLIAM DEMERS : Brothers factory
WILLIAM DEMERS : Brothers factory
Our mission is still to have fun with our friends, show what the guys
can do and take tricks to a whole new level, all while showcasing the
city from a unique perspective. We plan to elaborate major projects
featuring unprecedented setups so that when people see it, they’ll say :
whoa... how’d he do that !
What do you enjoy the most about your job ?
1.
Shovelling ! I probably like discovering new spots and carving them
out by hand with the guys even more than actually shooting ! When
we arrive at a location, when we start with nothing and end up filming
an incredible shot, that’s the part I enjoy the most ! I love knowing
that we created something absolutely awesome at a spot that we never
imagined we’d find or be able to do !
In your latest film, Jamais vu, you featured a young
snowboarding talent from Saguenay−Lac-Saint-Jean,
Thomas Folly. Any particular reason ?
Thomas has style. He participated in just two sessions towards the end
of the shoot and he was already just as good as all the other guys.
For us, it’s important to perform tricks well and to do them with ease.
Thomas is young and highly talented !
Jamais vu was filmed in Quebec. What are the best
places for shooting snowboard films?
4.
1. Photo by Oli Croteau
2. Photo by Oli Croteau
3. Last movie of Brothers Factory
4. Thomas Folly. Photo by Dan Mathieu
Quebec City and Sherbrooke are ideal cities for filming. The best spots
are really right here in Quebec : there’s not too much traffic, the cops
are pretty cool and the snow is good most of the time. It can sometimes
rain, but there’s still a foundation of snow underneath. In Sweden, for
example, you can have snow on the ground for two weeks and then
it’s gone. You run the risk of buying a plane ticket and the snow has all
melted by the time you get there. In terms of good downhill locations,
I’d say Whistler is tops !
Discover (or rediscover) Brothers Factory snowboard films and web
episodes at brothersfactory.com.
2.
Facebook : @Brothersfactory movies
Instagram : @brothers_factory
63
Catherine Parent
Turning a passion into a career
By S3
Catherine Parent is the cofounder of
Snowboardfirm, a Quebec-based company that
offers snowboard training camps and
programs. She is also the driving force behind
the S3 Futur Pro Tour, a province-wide
competition circuit for freeski and snowboard
enthusiasts of all ages. S3 met with this young
lady who has carved out a very special place
for herself in the action sports industry.
How did you and cofounder Brian Smith come up with
the idea for Snowboardfirm ?
Upon seeing what was being done elsewhere to help train
snowboarders, I realized that there wasn’t any such type of long-term
support network available in Quebec. After careful consideration,
my partner and I decided that it was time for us to give back
to the people at home and in 2006, Snowboardfirm was born !
What is the process to form an athlete ?
It takes ten years to build an athlete. Snowboardfirm currently has
five training programs, some of which start as early as age 5 ! This
allows participants to continue evolving within the same core
environment throughout the course of their athletic development.
You’ve successfully transformed your passion for
snowboarding into a stimulating career. What studies
did you undertake to arrive at this achievement ?
In addition to the school of life (!), I also earned an NCI (National
Coaching Institute) diploma after completing the advanced studies
program at the Institut national du sport du Québec, a provincial
organization that fosters athletic excellence.
You’ve invested much time and effort in Snowboardfirm.
Have you been able to do any more travelling
to pursue your passion for snowboarding ?
I’ve been to California, Utah, Colorado, Oregon and Italy.
My dream is to one day go snowboarding in New Zealand !
You can find out more about Snowboardfirm’s various projects
and training camps at snowboardfirm.com
Are girls as competitive as boys are amongst
themselves ?
Yes, but it’s a healthy competitive spirit. For example, snowboarding
is an individual sport but it’s practiced in a group. The competition
that girls feel arises more from their desire to surpass themselves
than others.
What advice would you give to a girl who is
considering a career in the action sports industry ?
I encourage all the young women I meet to take their place in life,
but this in no way means becoming a tomboy! It’s important to
stay true to oneself, to be perseverant, to aim for excellence and
to remain confident in one’s abilities. What’s more, the guys are
always happy to be around chicks, which makes for great chemistry
and a fun atmosphere !
Catherine, Workout, Whistler
snowboardfirm.com
CATHERINE PARENT
I fell in love with snowboarding when I was 14. I moved out
West a few years later in order to be able to compete and it was
then that I first became interested in training others.
“ I encourage all the young women
I meet to take their place in life, but
this in no way means becoming
a tomboy ! ”
I Found is the brainchild of
five guys in the snowboarding
industry who decided to put
a new spin on their passion.
Brothers Guillaume and
Jean-Philippe Brochu along
with Ezekiel Lebrun, Yohan
Sheetz and Mathieu Laroche
pooled their talents to
found a beanie company in
Quebec City. Various sports
apparel showboating I Found’s
authentic designs are now
available around the world.
S3 met with Mathieu “Matel”
Laroche, the artist and
artistic director who
created I Found’s coveted
look.
You’re really creative. Where do
you draw your inspiration ?
You’ve been snowboarding for over
21 years and now you’re designing
clothing for those who practice this
sport. Did you always have
an interest in fashion ?
I saw our beanies in Tokyo. Since I was
on my first trip to Japan, I found it pretty
cool! I must say that the most unexpected
place I saw them was in a South Korean
magazine for men.
I’ve always had the dream and goal of
designing my own clothes and seeing my
designs and my own personal touch being
worn by everyday people !
What have you prepared for the
new collection ?
You’re also a successful painter
and even opened your own gallery
in Quebec City : the Morgan Bridge
Art Gallery. What style of paintings
do you do ?
Matel : Artist BEHIND I Found
Art, snowboarding and Asia signed Mathieu Laroche
By S3
Photo by Oli Croteau
They largely revolve around characters but
not in a caricatural sense. My artwork is
inspired by Asian themes and traits, but
they’re portrayed differently from what
we’ve become accustomed to seeing.
My paintings are actually quite simple,
with sharp, precise lines and stark forms.
I really like Japanese culture, which I was
introduced to at a very young age. My
father often incited us to eat Japanese-style
foods and I even worked as a sushi cook for
three years. I also admire their vision
of life, their profound respect of others and
the way they live in general.
From pretty much everything ! Everyday
life, people, nature, animals... This may
sound somewhat vague, but I’m inspired
by my surroundings and all the positivity
in life and day-to-day living.
Which I Found design are you
the most proud of ?
The jackets ! This was totally new for me,
so I had to learn my way around. It’s quite
technical in comparison to T-shirts, beanies
and caps. Actually, every piece has a particular
feature that calls to me in some way.
How will winter unfold at I Found ?
We plan to unveil a new website that will
reflect the look of the 2013-2014 collection.
Besides that, we’ll continue to ride and
hope for plenty of powder !
“ You can see our clothing
collections in Brothers
Factory movies such as
“Jamais vu” and “Déjà vu”
with Louis Paradis, Will
Lavigne and the Quebec
City crew. ”
I Found products are currently sold
around the world. What country
were you the most surprised to see
them being marketed in ?
I’ve toned things down a bit in terms
of illustrations. This collection is less flashy,
more sober if you will. We wanted to work
with more conventional fabrics in order
to please a larger audience.
Matel : Artist BEHIND I Found
Matel : Artist BEHIND I Found
65
1.
The ads for the new collection
feature Frank Bourgeois.
Any special reason ?
We really appreciate Frank Bourgeois.
He’s extremely professional and has the
perfect attitude. All in all, he’s a great guy –
and that’s what we’ve always wanted
to do : support positive people, who
are true to themselves.
2.
1. Photo by Velvet Sky, Matel at the Burton store,
Seoul, September 2012
2. Photo by I Found, Official Blue Beanie
ifound.ca
mrmatel.com
The S3 Playlist
66
The S3 Playlist presented
by Phil Branch
The radio show host shares his top picks for the snowboarding season !
I don’t know if you feel the same way as I do, but when I’ve landed just the right tunes to ride to, it’s hard for
me to change. What do you listen to ? Top 40 ? Rock ? Hip hop ? I used to be somewhat of a punk rock fan but
last season, I decided to add a little hip hop to my lineup. Feel free to mix up your musical choices a bit too,
this season... you’re sure to have just as much fun, if not more ! Here’s my playlist that’s designed to help you
discover new artists and musical styles.
1.
Jay-Z featuring Justin Timberlake – Holy Grail
11.
The Cat Empire – Brighter Than Gold
2.
Kendrick Lamar – Backseat Freestyle
12.
Les Marmottes Aplaties – Télé
3.
Classified – 3 Foot Tall
13.
Dr. Dre – What’s The Difference
4.
Macklemore – And We Danced
14.
Big Boi – Shutterbugg
5.
Kanye West featuring Kid Cudi – Guilt Trip
15.
Asher Roth – I Love College
6.
The Neighbourhood – Afraid
16.
Travis Barker – Carry it
7.
Koriass – La mort de Manu (Garde ta job)
17.
The Postal Service – Such Great Heights
8.
NoFX – The Decline
18.
Billy Talent – Surprise Surprise
9.
Dropkick Murphys – The Boys Are Back
19.
Thrice – The Artist In The Ambulance
10.
Transplants – In A War Zone
20.
Brand New – Sowing Season (YEAH)