About Shovel

Built by riders. Backed by the culture.

Shovel is an independent UK ski, snowboard and wakeboarding brand, established in 2022.

What began with a focus on gloves and mountain apparel has grown into a rider-led range of outerwear, snow pants, lifestyle clothing and wakeboarding gear. Every product is created around the way our community actually rides: practical performance, relaxed fits and streetwear-inspired styling.

From mountain to water

Snow will always be at the heart of Shovel, but the same energy carries into summer. Our wakeboarding range is built for cable-park laps, long days on the water and the culture that connects both scenes.

Supporting the scene

We believe a rider-owned brand should do more than sell clothing. Shovel supports athletes, grassroots competitions, UK snow centres, wake parks and events that give riders somewhere to progress and connect.

Why Shovel?

• Independent and UK rider-owned
• Established in 2022
• Snow, wake and lifestyle products
• Performance-led design with streetwear influence
• Supporting riders and events across the UK

Built for the mountains. Ready for the water.