From the get go, Jones’s eponymous boards have been squarely focused on riders who share Jeremy’s passion for deep snow and riding fast. Although the shapes vary massively across the range – from stubby fish to big mountain guns – uniting them all is a commitment to performance, durability and sustainability.

“When we’re developing product we pay attention to all three of those things,” says Jeremy. “And then there’s what we call the ‘Ode to Progression’ which is a belief that all things can be made better, either through design or materials. Stagnation is not an option. That’s really the guts of it – our North Star.”

“All things can be made better, either through design or materials. Stagnation is not an option”

As a rider who tackles critical descents for breakfast, I wonder how Jeremy has dealt with the challenge of designing equipment for mere mortals like me. When you’re creating a brand in your own image, how do you put your own preferences to one side?

“I’ve always been immersed in local communities, and stand in lift lines like everyone else on a powder day,”  he says. “And I have a wide variety of friends of different abilities. A lot of my snowboarding is not with pro snowboarders, so I really understand that different people have different needs.”

That’s not to say that anything in the current range is watered down or bland. “I have a strong belief that ‘something for everyone and everything’ is really something for no one. So we’re always honest with saying ‘this board is awesome for this type of snowboarding, it’s not awesome for this type of snowboarding’. And that’s the way it is – there’s a bunch of boards in our line and you gotta find the right one.”

“A lot of my snowboarding is not with pro snowboarders, so I really understand that different people have different needs”

“So it’s the scariest one to make changes to, and we made big changes – which is why it took so many years and so many iterations. For example the nose shape of that board, it’s the best nose we’ve ever done. I really paid it a lot of attention cos I feel like 90 percent of falls start because something goes wrong at the nose. Once you get under the feet, it’s really a high performance race board, and this year we added some taper which we went back and forth on a lot, and it’s really helped with stability, and keeping the nose out of the junk.” 

“We just had what I think is a pretty big breakthrough in snowboarding, which you’ll see with our mid-season release”

The 10th anniversary Flagship is proof, then – to cite the Ode to Progression – that there is always room for improvement. Each time Jones go back to the drawing board, Jeremy insists, they learn something new.

“We just had what I think is a pretty big breakthrough in snowboarding, which you’ll see with our mid-season release,” he reveals with genuine excitement. “It’s called The Stratos, and it’s opened our eyes to a bunch of new concepts that I think you will see ripple out through the whole line – just as you can see touches from Christenson’s curves through the whole line at this point.

Alongside the goal of improved performance is that of sustainability. As a bonafide outdoorsman and the founder of Protect Our Winters, it’s a subject close to Jeremy’s heart. There have been various milestones for his company along the way, from the adoption of FSC-approved wood cores to a recent switch to 100 percent solar power at the factory. Smaller decisions have been implemented since day one – such as recycled sidewalls and edges, water-based inks, and flip flop bases that minimize p-tex waste – and these have also played their part in reducing the company’s overall footprint, especially when added up over a whole decade. 

Pushed on what else we can expect to see from the brand by 2029, he’s a little more coy. 

“Gosh, I’m not very good at looking long term – I don’t even look at the long-term weather forecast!” he laughs. “I think we will continue to get better at what we do, cos we love creating these products, and I do think that 10 years from now we will probably won’t be so singularly focused on just snowboarding. I’ll leave it at that…”

It’s an intriguing possibility, and we’ll just have to wait and see what new directions he might have in mind. In the meantime, Jeremy’s basic motivation remains as strong as it was when the company began.

“I truly love seeing my boards out on the mountain, and big smiles on people’s faces. That to me is the ultimate compliment”

“I truly love seeing my boards out on the mountain,” he says, “and big smiles on people’s faces, and having them come up and be like ‘Oh my god I just love this board, thank you!’ That to me is the ultimate compliment, and it’s what led to me calling them ‘Instruments of Stoke’ – because at this point I’m probably pushing 35 years of snowboarding and I’m like, ‘Why has it captivated me so long?’ And the answer is just the joy that it brings me, and to see the joy that these snowboards bring to other people. It really makes me feel good.”