Meet Souvenir Snowboarding: The Montreal Outerwear Brand We’ve Been Waiting For
We see a lot of snowboard gear.
After 25-plus years in the snowboard business, it takes something different to really get our attention. New brands come along. Old brands reinvent themselves. Trends disappear and somehow show up again 15 years later.
But every once in a while, you see something and immediately think, we need that in the shop.
That was Souvenir.
How Souvenir Ended Up at Milo
We first came across Souvenir Snowboarding at the WWSRA trade show in January 2025.
There was just one problem: we weren't looking for another brand.
Our buying budget was already spoken for, and adding another outerwear line wasn't part of the plan. Then our Nidecker sales rep, Dale Rehberg, who also represents Souvenir, walked us through the collection.
That changed things pretty quickly.
The fits were right. The colors were good. The technical details were there. More importantly, the whole collection felt like it came from people who actually understood snowboarding.
So we went back through our existing buys, cut enough from a few other brands to make room, and took a chance on Souvenir.
We don't do that very often.
So, Who Is Souvenir Snowboarding?
Souvenir is a Montreal-based snowboard brand making technical outerwear and apparel with a heavy influence from snowboard culture.
There's an obvious nod to earlier eras of snowboarding in the collection. You see it in the baggier silhouettes, track-inspired pieces, color blocking, rugby shirts and other details that feel familiar without looking like somebody simply raided a 1998 snowboard catalog.
That's part of what initially pulled us in.
Snowboard outerwear has become incredibly technical, which is a good thing, but somewhere along the way a lot of it started looking pretty similar. Souvenir feels different. There's personality to it.
And importantly, the style isn't covering up mediocre outerwear.
It Looks Good. It's Also Legit Snowboard Outerwear.
This was probably the biggest surprise when we first went through the line.
It's easy to look at Souvenir and focus on the aesthetic. Dig into the construction, though, and there's plenty happening underneath it.
Across the collection you'll find technical features such as 15K and 20K waterproof/breathable fabrics, fully taped seams, PFAS/PFC-free treatments, insulation, ventilation and YKK hardware, depending on the piece.
In other words, this isn't lifestyle clothing masquerading as snowboard gear.
Souvenir is making actual snowboard outerwear. They just happen to be doing it without making you look like you're headed for an Everest expedition every time you get off the chairlift.
That balance between function and personality is a big part of why the brand caught our attention.
The Souvenir Fit Is Part of the Point
If you're looking for slim, understated snowboard outerwear, Souvenir probably isn't where we'd send you first.
The brand leans into relaxed and baggy silhouettes, and that's intentional.
Take the Souvenir Parachute Pant. It's a baggy insulated snowboard pant with 15K/15K waterproof and breathable protection and a micro-fleece lining. There's plenty of room in the fit, but underneath that silhouette is a pant designed to actually spend the day riding in.
The Souvenir Insulated Track Jacket hits a similar note. The track-jacket influence gives it a completely different look from a conventional snowboard jacket, while 15K waterproofing, fully taped seams and lightweight insulation make it functional on snow.
For riders who want something cleaner and more shell-oriented, the Souvenir 2.5 Ply Jacket goes another direction with 15K/15K waterproof and breathable construction and fully taped seams.
Different pieces, same basic idea: snowboard gear can perform without all looking the same.
A Snowboard Brand That Feels Like Snowboarding
There's another reason Souvenir clicked with us.
The brand feels connected to snowboarding beyond the clothes.
Souvenir has built its identity around the creativity and freedom of snowboarding, supports riders from multiple countries, puts out snowboard projects and has collaborated with people and brands from within the culture, including HOWL, Flametec and Montreal artist Baltimore Loth.
That matters to us.
There are plenty of companies interested in how snowboarding looks. We're more interested in brands that actually want to be part of it.
Souvenir feels like it belongs.
The New Souvenir Collection
The latest collection builds on what caught our attention in the first place.
You've got technical pieces like the 2.5 Ply Jacket and Pant alongside the Insulated Track Jacket and Track Pant. The Parachute Pant pushes the silhouette further, while pieces like the Waffle Rugby, Quilted Hoody, Team Crew and Striped Crew carry the same personality off the mountain.
It feels cohesive without everything feeling the same.
That's something we appreciate. A snowboard shop shouldn't look like every product was designed by the same person.
Souvenir Snowboarding at Milo
Milo Snow & Skate carries Souvenir Snowboarding outerwear and apparel at our shop in Auburn, California and online.
If you're around Northern California and haven't seen Souvenir gear in person yet, come by the shop. The fits and silhouettes are a big part of what makes this stuff work, and sometimes trying it on tells you more than another 500 words on the internet ever could.
We took a chance on Souvenir because it made us excited about seeing something new in snowboard outerwear again.
We're pretty damn happy we did.
A Few Things to Know About Souvenir
Where is Souvenir Snowboarding from?
Souvenir Snowboarding is based in Montreal, Quebec, Canada. The brand makes technical snowboard outerwear and apparel with a strong connection to snowboard culture and styling influenced by earlier eras of snowboarding.
Does Souvenir make technical snowboard outerwear?
Yes. Depending on the product, Souvenir outerwear includes features such as 15K or 20K waterproof/breathable fabrics, fully taped seams, insulation, ventilation, PFAS/PFC-free treatments and YKK hardware. Specifications vary by model, so check the individual product when choosing a jacket or pant for your riding conditions.
Where can I buy Souvenir Snowboarding in the United States?
Milo Snow & Skate carries Souvenir Snowboarding jackets, pants and apparel at our shop in Auburn, California and online. Current availability varies by model, size and color.