Launch a brand at the bottom of the financial crash with nothing but a burning passion for snowboarding and the lifestyle that surrounds it. Ignore all naysayers that insisted there was no such thing as a post-B shred life, because frankly you know of no other way to live. Don’t read a single business book. Don’t figure out how to make money. Just keep doing what you do and do it on your own terms
Yes started over a decade ago after their founders found themselves unexpectedly at the end of their pro contracts with little clue what to do next. Thankfully, they threw their energies and experience into Yes, and the rest is history.