History of Snowlord
French Skwal Brand

Two friends, one shared passion: reinventing sliding sports with elegance and authenticity.

Two journeys, one shared passion for performance

Two friends in their twenties, two different paths, but the same mindset: competition and pushing beyond limits.

One grew up on skis, eventually becoming a European freestyle ski champion. The other found the same adrenaline on the water, competing in world sailing championships. Two different disciplines, but one single drive: always going further.

The origin of Snowlord: the need for a new way of riding

For years, the mountains were our playground. But over time, the passion faded. The same slopes, the same boards, the same riding style for everyone. We wanted to bring elegance, character and modernity back to the slopes.

The turning point: rediscovering the Skwal

One evening, a discussion changed everything. The father of one of us pulled out an old board forgotten in the garage. We tried it out of curiosity… and it was a shock. From the very first turns, we felt an incredible freedom, a sensation we had never experienced before. We fell in love with this board. It became our starting point.

From idea to prototype

From that moment on, we sought to transform and reinvent this board. Prototype after prototype, each test brought us closer to what would become Snowlord.

The quest for the perfect Skwal

After more than 20 prototypes, our boards were no longer just beautiful: they were high-performance, accessible to beginners and demanding for professionals. Designed to adapt to all terrains: freestyle, alpine, hard snow, powder or chopped snow. A rare balance that makes Snowlord both precise and versatile.

Final Snowlord board

Exceptional French craftsmanship

We chose to manufacture our boards where expertise is truly recognized: in the Jura, in a historic workshop that once shaped Lacroix skis, an absolute reference in the high-end market. Artisan manufacturing, a prestigious heritage, and the certainty of an exceptional product.

From passion to the creation of the Snowlord brand

Nothing was easy. We started with almost nothing: a logo drawn with a pen, rough ideas, imperfect tests. But little by little, the design, the lines and the spirit took shape. We found our identity: elegance, authenticity, performance.

Our vision: reinventing sliding sports with elegance

Today, Snowlord is no longer just a project between friends. It is a full-fledged brand with a clear vision: bringing character and elegance back into the world of sliding sports. Creating far more than a board – a true universe.

A future beyond the Skwal

Our ambition goes far beyond sport. Snowlord is a lifestyle: collections, a community, a spirit. A brand that unites passion, design and innovation, for lovers of skiing and beautiful objects alike.

Discover the catalogue

Snowlord Essentials

View all