It was love at first ride for a young Tom Sims in 1963. His core vision of snowboards, skateboards, and the boarding lifestyle, started as pure functionality, aimed at making design, innovation, and style a part of the riding experience. Passion and performance were the foundation of his iconic riding style. It was his dream to design and ride the best equipment in the world, and to share his passion with all willing to partake in what was once donned a rebel sport.

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SIMS was a major, major player in the early days of snowboarding, going head to head with Burton for dominance. Tom Sims passed away in 2012 but his legacy remains in his revitalised brand. Construction takes place at the Never Summer in Colorado, which ensures that this most American of brands is produced in the country that spawned snowboarding