ROUGH AROUND THE EGDES - 30 YEARS OF RIDE SNOWBOARDS HARDCOVER BOOK
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In 1992 the unlikeliest of upstart brands, Ride, set out to disrupt a burgeoning snowboard industry that was rife with disparate entities trying to catch lightning in a bottle. With the established players themselves little more than a decade old, Ride capitalized on the cult of personality of a team stacked to the brim with future legends. Within one or two years the mercurial rise of Ride resulted in a company that was valued in the 9-figure range which was the epitome of cool from Snow Summit to Wall Street.
As an accompaniment to the 100-plus minute documentary of the same name Rough Around The Edges celebrates the 30 years of highs and lows of a company that probably should have folded 5 times over. With candid interviews with more than 50 members of the Ride family tree, from the founders to the current and future players, everyone from Russell Winfield to Mikey Leblanc to Reid Smith, Rough Around The Edges is a testament to the tenacity at play when passion usurps professionalism in a battle where one side of combatants go to war in Gore-Tex and the enemy in polyester. Ultimately, the story of Ride is one that every rider can relate to, one where every peak is followed by a valley, every trick that's stomped is the result of countless slams, and when the conditions suck we all strap in anyways. This 200-page tome which was created by Tom Monterosso and John Cavan features art direction by Not Bureau as well as imagery from Trevor Graves, Andy Wright, Sean Sullivan, and a host of other iconic photographers.