Each year, the founders and designers at YES. are inspired by the same simple pleasures of snowboarding. This activity that’s given Yes. a culture and an identity has framed and flavored some of the most memorable moments of their lives. Whether it's the exotic pursuit of untouched zones in far-off lands, the scoring of "first chair" at the local resort after a dump, or finally landing a trick they’ve slammed on a hundred times.
If it isn’t obvious by now, YES. don’t measure themselves against any other brand or play catch up with “emerging trends.” They do what feels right and fill voids they see in snowboarding, not knowing where this path will take them. Forwards, backwards, it doesn’t matter. As long as Yes. is moving, they're happy.
And if you get that, you get YES. And you should go ride.