Beyond Medals isn’t trying to look like a snowboard brand; it actually is one. Founded by Swedish pros Kevin Bäckström and Tor Lundström, it grew out of crew trips, filming projects, and a shared frustration with contest culture. What started as a statement about what matters in snowboarding (hint: not just medals) has turned into a full clothing line that manages to work both on the mountain and off it.
The brand sits in this sweet spot between technical outerwear and streetwear, and somehow pulls off both without feeling like it’s trying too hard. If you’ve ever wanted riding gear that doesn’t scream “I JUST CAME FROM THE SLOPES,” this might be it.
The brand’s editorial section offers a closer look at the ideas and projects behind Beyond Medals.
How it all started
Kevin and Tor launched Beyond Medals in 2012, but the real origin story came two years later. Right before the 2014 Sochi Olympics, Kevin got cut from the Swedish national team. Instead of treating it like a career-ender, he leaned into filming and independent projects. Tor stepped away in solidarity, and that moment became the DNA of what Beyond Medals represents: loyalty, creative freedom, and doing things on your own terms.
The name says it all. Beyond Medals is a middle finger to the idea that podiums are the only thing that matters in snowboarding. Crews, style, filming… that’s where the real stuff happens, and they built a brand around it.
To understand where Beyond Medals really comes from, it helps to look at both the gear and Kevin’s own path through snowboarding:
– Beyond Medals full collection
– Kevin Bäckström interview (Snowboarder Magazine)
The founders
Kevin Bäckström combines serious technical riding with a strong sense of visual identity. He’s stayed relevant across different eras of snowboarding because his influence goes way beyond contests. He’s also done collaborations with other brands like Dope Snow, which shows how respected he is in the wider snow industry.
Tor Lundström is the other half of the equation and a big reason Beyond Medals feels authentic. He’s deeply tied to the creative and filming side of snowboard culture, which comes through in how the brand presents itself: clean, intentional, never corny.
Why it feels different
Most outerwear brands either go full tech-bro or full streetwear cosplay. Beyond Medals does neither. The aesthetic is clean, modern, slightly street-influenced, but it never feels forced. It’s minimal without being boring, and functional without looking like you’re about to summit Everest.
When they expanded from hoodies into jackets and trousers, they kept the same visual language. That consistency matters. You can wear their stuff on the mountain or walking around the city, and it works in both contexts without feeling like you’re wearing a costume.
For an outside perspective on why the brand resonates beyond snowboarding circles, Lodown Magazine did a solid feature on Beyond Medals here.
What they make
Beyond Medals makes both outerwear and streetwear, and the genius is that it all feels like one wardrobe. You’re not switching identities between “riding mode” and “normal person mode.”
Outerwear: Jackets and trousers built for actual snowboarding: resort days, backcountry filming, long park sessions. The fits are relaxed but not baggy, modern but not trendy. They work for riding and still look good when you’re done.
Layers: Midlayers and insulation pieces that double as everyday wear. These are the kind of things you throw on for a cold morning flight or wear under your shell on a powder day.
Streetwear: Hoodies, tees, jumpers, hats, accessories. This is where Beyond Medals started, and it’s still the foundation. The graphics are minimal but distinct, and nothing feels like it’s trying to convince you it’s cool. It just is.
Availability
Beyond Medals sells directly through its official UK site, where you can browse the full range, check out current drops, and dig through the archive section for past-season pieces. If you want the widest selection and the newest releases straight from the source, the Beyond Medals official store is your best bet.
The film side
Beyond Medals treats filmmaking as part of the brand, not just marketing. Their full-length film “Cease and Desist” (shot in Laax, Japan, Canada, and the USA) is a perfect example. It’s not a promo video; it’s an actual snowboard film featuring Kevin, Tor, and the crew. That’s the difference. They’re not borrowing snowboard culture, they’re actively contributing to it.
Final take
Beyond Medals works if you care about both how your gear performs and how it looks. It’s built by actual riders, supported through real projects, and it doesn’t feel like it’s chasing trends or trying to fake authenticity.
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