The feeling of being fully immersed in the moment
Reflect back on your greatest moment on skis, board, bike—or even just on a run through the forest. What do you recall? Do you remember who you were with? The day of the week? The clothes you were wearing?
Or do you simply remember the feeling? Stillness in action. That not-quite-euphoric and barely describable sensation of being captured in the moment.
The story behind PoetSkis’ creation
Chad Weir and Lee White, co-founders of PoetSkis, have built their brand around experiencing that “moment,” a flow state where one is fully encapsulated in, and deeply connected to, the present. A platform to inspire others to carve out their own mountainside experiences in the pursuit of flow.
Weir describes the origin of PoetSkis as an “Art Piece” project. In the early 2000s, White began experimenting with concrete poetry, words written in a physical form to mimic the arc of a skier’s line carved into the mountain’s snow. It was White’s poetry that inspired the pair’s notion of putting ski-track-shaped verse on skis as limited-edition, rideable works of art. Partnering with local custom ski and snowboard maker Evan Fair, a kindred spirit, they produced their first run of limited-edition skis in 2020.
The rise of bespoke ski brands in a saturated market
In an industry dominated by companies producing skis for the budget-minded, higher priced and bespoke ski brands that manufacture products in limited quantities, or on demand, are thriving. This is due in part to discerning consumers compelled to buy skis fuelled by emotion, from brands whose stories resonate with their own values. These consumers are willing to spend a little more on sustainably produced skis that are an expression of their personality.
But what makes PoetSkis different from other boutique and made-to-order brands?
Poetry as a core element of the brand’s philosophy
“Poetry,” says White, adding: “Poetry is where there is meaning carried in a configuration of words which gives us respite from our daily lives.” He likens this “activation of a reflective and insightful moment” to skiing as a pursuit that serves to “remove us from the mundane.”
“PoetSkis is a storytelling platform,” White continues. “A space for artistic collaboration and intersection of ideas.”
The intersection of art, poetry, and snowboarding culture
PoetSkis’ unique brand vision is to provide a space for poet and artist (and students of both) to share their works of self-expression with a larger audience. The poet draws inspiration from the mountains and the artist visually captures the meaning and emotion of the poem. The ski (or board) is their canvas. Their viewer/rider is inspired to journey into the mountains to seek their own moments of expression on the snow.
The latest PoetSkis release is “A Conspiracy of Ravens,” a partnership with Comox Valley artist Ian Adams [Adams is the creative director and co-founder of this magazine – Ed.]. Weir tells me, “It was the verse (written by Lee) that inspired Ian to create the equally haunting image of the raven.”
How PoetSkis embodies the spirit of the sport
Conceptually, PoetSkis embodies the sport in a way that is somewhat unconventional and yet wholly authentic. As a skier myself, I understand how our adventures in the mountains can inspire grand tales, often shared over libations, of epic powder days under bluebird skies and breathing cold smoke. It is a pursuit where one can feel both fear and elation at once while we ebb and flow with the terrain, the activity itself poetic in nature.
The future vision of PoetSkis: A global connection through skiing
When I ask where they see PoetSkis in ten years’ time, White describes his vision: two seemingly random people, one wearing a PoetSkis logo’d hoodie, the other carrying a well-worn mug with the same logo. They cross paths on a Tokyo subway platform and simply share their stoke with their relationship to skiing, the brand, and the world around them. It’s a thought-provoking response from a brand that’s not driven by market share or profit margins, but instead that measures success in its ability to influence and inspire human connection—one good turn at a time.
