Creative Community: At Prior, Ski & Snowboard Supplies Bring Local Artists to the Slopes
Do you recall the enigmatic, matte green Range Rover Gaea, unveiled at Range Rover House in Whistler? In the images, you may have spotted a limited-edition set of matching high-performance skis and a bespoke snowboard. These are crafted in Whistler by Prior, a British Columbia-born company with a reputation for top-tier quality. The set is a natural fit for the sleek, bespoke Range Rover SV Sport Gaea and Prior has a history of crafting artful designs that carve up the slopes.
Prior Snowboards is based in Whistler and was founded in 1999 by Chris Prior, a pioneer in snowboard design. In a world of efficient but ubiquitous big brands, Prior has a unique standing, known for their high-performance, handcrafted boards and skis. Running parallel to their focus on tailored innovation and material tech, Prior collaborates with artists to create visually striking designs for their range.
Early on, Prior worked with local artists like Chili Thom, blending mountain-inspired art with technical precision. Thom’s vibrant, nature-themed graphics became iconic on Prior’s boards, reflecting Whistler’s rugged beauty. Later, the company partnered with other artists, including graffiti and digital designers, which has become a defining feature of the top-tier Whistler brand.
Prior’s artist collaborations have set the brand apart in a competitive market, merging functionality with artistry. Limited-edition series, such as the Prior Overlord with its bold, abstract designs, became collector’s items. Despite industry shifts, Prior has maintained its focused artisan approach, offering custom graphics for riders and a bespoke spirit. Today, top sellers of the Prior range include art by Haida artist Clarence Mills, born in Haida Gwaii, British Columbia.
Clarence began studying traditional Haida art at the age of eighteen; a member of the Eagle Clan, Clarence takes the Split Raven and Grizzly Bear as his crests. His striking graphics are one of the bespoke choices for the best-selling MFR board, which, with its directional Freeride shape, delivers a smooth, stable ride in a variety of different snow conditions. With the signature reds and blacks of the Thunderbird Totem and Haida Bear designs, the MFR board embodies the essence of the Whistler slopes with a hybrid camber that offers both speed and predictability.
Another local artist visible on the skis and boards of Prior is Kate Zessel. Originally from Vancouver, she has a colourful and evocative way of drawing inspiration from her mountain adventures. Now based locally in Whistler, Kate is also known for her monochrome murals, which often feature a bold, monochromatic expression in inky black. In her designs for Prior, this is juxtaposed with an almost ethereal use of colour, capturing moments from her own adventures.
Though smaller than mass-produced brands, Prior’s dedication to craftsmanship and artist partnerships earned a loyal following. Today, they continue producing boards in Whistler, honouring their legacy of blending performance with creative expression.
