How do you cap a world-class snowboarding career? Make world-class snowboards and riding apparel. That’s the path Shaun White is on, and everyone who loves winter stands to benefit. After a record-setting gold medal run, White teamed up with his brother, Jesse, to create . Here, chief creative officer Jesse White shares what makes the brand special.
ϳԹ: Why did Shaun White create WHITESPACE?
Jesse White: Shaun has always forged his own path. So, when he retired from his snowboarding career, he wanted to build a brand that focuses on performance and quality to meet athletes’ needs. Using the knowledge Shaun gained over 20 years as a sponsored athlete, WHITESPACE creates best-in-class products that are rider tested.
The brand embodies Shaun’s unique point of view, his ability to see opportunities for creative expression, and his competitive excellence. With WHITESPACE, he wants to encourage athletes to express their own unique point of view. That’s what brings excitement and individuality back into the sport.
What makes WHITESPACE different?
It sounds corny, but our approach to snowboarding has always been different. Growing up in SoCal during the ’90s, Shaun and I enjoyed a sport that was about being an individual, being authentic to your style, being unconventional. Those are our roots. Now, we want to open the door to others who might love to ride but feel like there isn’t a brand for them.
What products are you most excited about for the coming season?
The boards are incredible. When you hop on a Freestyle Shaun White Pro or the Montano, you can feel the snap and responsiveness immediately. In addition, our men’s and women’s outerwear is super exciting. We really hone in on the details, from exciting colors to technical features, down to the little things like keeping your phone warm and your keys from flapping around.
What does the WHITESPACE community look like?
The community we are building is the backbone of our brand. This is something that we learned growing up with Jake [Burton] as an important figure in our lives and sport. Talking to our riders and listening to their needs have shaped the products we make. It takes a village to create a brand, and we’re extremely humbled and grateful for everyone who has supported us to get here.
WHITESPACE is a performance snow brand created to inspire riders to forge their unique path, transcend boundaries, and write their own story. Learn more at .