Montec: the Swedish direct-to-consumer brand turning skiwear into a community project

Few ski brands have become as visible in as short a time as Montec. Its jackets and bibs are a familiar sight on pistes and in social feeds. The label’s rise comes from rethinking how technical outerwear is designed and sold, and it has also drawn scrutiny and some scepticism. As a new season approaches, here is how the brand got here, what it is selling this winter and where it may go next.

Montec has built its identity around a deceptively simple idea: make technical skiwear that riders actually want, sell it directly to them, and let their feedback shape the product. Founded in 2016 as a sister brand to Dope Snow under Sweden’s Ridestore group, it has grown from an online experiment into one of the most visible names in contemporary ski and snowboard apparel, with a stated community of more than 350,000 followers and a 4.8/5 average rating from over 22,000 verified buyers.

From importing gear to building a brand

Montec is the younger sibling in a family of brands owned by Ridestore, a Gothenburg e-tailer. Brothers Linus and Emil Hellberg founded Ridestore in 2006. They were tired of ordering snowboard gear from US online stores that was unavailable in Sweden, and friends began placing orders through them too. After a few years selling the big brands, they heard plenty of product ideas that those brands didn’t seem to be acting on. They decided to make their own.

Dope Snow launched in 2008 as the first in-house label, aimed at a relaxed, resort-and-park audience. Montec followed in 2016 with a more technical, backcountry-oriented brief, designed to handle the colder temperatures, deeper snow and steeper terrain associated with North American riding. The two brands remain distinct in style and positioning—Dope leans baggy and retro, Montec blocky and performance-led—but share the same parent company, Gothenburg headquarters and direct-to-consumer model.

Values: the customer is the brand

Montec’s stated ethos—“the customer is the brand”—is more than a slogan; it is baked into how the company operates. Product development, website functionality and even marketing decisions are shaped by community feedback, with the brand describing co-creation as the future of brand-building.

Other core values include delivering “WOW” customer experiences, encouraging personal expression through bold colourways and unconventional design, and committing to quality that lasts. The brand explicitly rejects the hype-driven discount cycle, positioning itself on fair, stable pricing rather than flash sales.

How Montec has grown

Ridestore, the parent company, reported annual net sales of approximately SEK 1.16 billion (about €100 million) as of 2023, with Montec and Dope Snow as its two in-house brands. The company operates e-commerce across Europe, North America, Japan, Australia and New Zealand, and acquired the Dope Snow trademark rights in the US and Canada in 2020.

Montec’s growth has been driven largely by social media and digital marketing, with Instagram and Facebook as primary channels, supported by athlete collaborations and a strong visual identity. The brand has also invested in tools like Fit Analytics for sizing recommendations and CLO Virtual Fashion for 3D garment visualisation, reducing returns and material waste in product development.

Marketing: community as engine

Montec’s marketing strategy is built on visibility and participation. The brand encourages customers to tag @montecwear on Instagram for a chance to be featured, turning users into brand ambassadors. Athlete sponsorships, including freestyle skier Jesper Tjäder through the Dope Snow line, add credibility and reach.

Montec is also connecting via physical events. This winter it ran three weekend events across Europe focused on connection, safety and accessible backcountry exploration, including one in Axamer Lizum, Austria, with a Safety Summit and beginner-friendly backcountry day. A Montec Basecamp offered product try-ons and the chance to meet the team. Customer reviews on its site are generally positive, though that feedback is hosted by the brand itself.

Key items in the 2026/27 collection

• The current range spans jackets, pants, bibs, base layers, fleece, gloves, mittens, goggles, beanies and facemasks, with a focus on modular, mix-and-match styling. Standout pieces include:

• Arch Ski Jacket (Men): A team favourite and all-mountain workhorse, available in insulated (60gsm body, 40gsm sleeves) or lined shell versions, with 20k/20k SHIELD-TEC waterproofing and breathability, fully taped seams and a PFAS-free DWR treatment.

• Doom Ski Jacket (Men/Women): A big-mountain staple with an asymmetrical front zip, extensive pocket layout and the same 20k/20k protection, offered in up to 20 colourways.

• Fawk Ski Pants/Bibs (Men/Women): Available as regular pants or bibs, with 20k/20k ratings, thigh vents and reinforced cuffs, designed for both resort laps and deeper snow.

• Dozer Ski Pants (Men/Women): A newer addition at $269, offering a roomier cut and strong colour contrast options.

• Oracle Ski Jacket (Men): A clean, light-grey option at $269, rounding out the premium end of the range.

• Alpha Base Layer and Nova Midlayer: Layering pieces designed to work with the outer shells, with the Nova midlayer sweater arriving in multiple colourways for 2026/27.

• Kilo Gloves and Mittens, Kilo II Beanie, Sierra Facemask: Accessories that complete the kit, with the Kilo line offering both gloves and mittens in a range of colours.

Sustainability and durability

Montec has been a bluesign SYSTEM PARTNER since 2021/22, adhering to strict environmental and waste standards across the product lifecycle. Around 90 per cent of the polyester used in its 2024 financial year was recycled, and the brand uses PFAS-free water-repellent treatments and low-impact packaging.

On durability, Montec reports that every fabric, colour and production batch since FW25 has been lab-tested against internal benchmarks, with more than 25,000 data points collected. The main fabric—a recycled 150D/144F polyester in a 192T plain weave with a 20-micron TPU membrane—showed no yarn breakage after 60,000 abrasion revolutions, with tear strength independently verified.

Plans for the future

Montec’s stated ambition is to produce gear that lasts multiple seasons, directly countering the rise of fast fashion in the ski industry. The brand continues to refine its perennial styles using feedback from riders, testers and the community, aiming for gear that is durable, reliable and environmentally conscious.

Looking ahead, the focus appears to be on deepening the direct-to-consumer relationship, expanding the community, and maintaining the balance of quality, style and affordability that has defined the brand so far. With Ridestore’s infrastructure behind it and a clear identity in the crowded skiwear market, Montec looks set to keep growing—not by chasing trends, but by listening to the people who wear its gear.