A&E » Arts

‘Family’ building their brand

Voleurz combines passion for life, on and off the hill, in Whistler



Odds are, if you’ve been in Whistler this season, you’ve spotted people rocking toques emblazoned with giant Vs. Well, that V stands for Voleurz, an up-and-coming young brand that’s poised to make a big splash in the ski, snowboard and skate industry.

They’re a true triple threat, offering a fresh take on film, photography, and fashion.

Mason Mashon is just one of the many minds behind the madness at Voleurz.

He first teamed up with the founding members, Darren Rayner and Bruce Giovando, about eight months after they developed the brand way back in 2003.

Now, there are about 18 members of the Voleurz “family,” a group of energetic, talented snowboarders, skiers, and skateboarders who are extremely handy with camera equipment. They capture their antics on the slopes and streets, producing short and full-length films for the masses.

“Our motto we’re going on right now is ‘outdoor education’ which is just being in the natural environment and learning from your friends and learning from the environment,” Mashon explained.

And style is crucial to the Voleurz family — it’s so important, in fact, that they make their own clothing.

“A lot of the companies now are more focused on their market segments, like it’s just skiing, it’s just snowboarding, it’s just mountain biking, it’s just skateboarding,” said Mashon. “Our brand is catering to the lifestyle. It’s the Whistler lifestyle, right? You have four seasons here and you can’t do everything all year.”

While their promotional gear, like hoodies and toques, has been around for a few years, they’re just launching their first full clothing line late this summer.

The fashion side of their operations really took off after they met their clothing manager, Harvey Li, about two summers ago. Li was able to hook them up with a new supply chain overseas.

“We were ordering stuff in Canada and just trying to order products that we could try and customize and we were having problems with fitting and prices,” Mashon explained. “…We decided that we should take this opportunity to develop our own line.”

Since Li is based out of Squamish, it seemed like a logical decision to base their operation in the Sea to Sky region, so they recently migrated from Victoria, where they first started out, to set up shop in Whistler, full-time, so they can ride, shoot and live.

The clothing design is mainly done by Giovando and Li, but they also get the rest of the family in on the process.