Our Story
Born in the Mountains. Built on Belief.
MORE THAN JUST SNOW GEAR THIS IS A MOVEMENT
NFPD Snow Brand started with one simple desire:
Have FUN, live free, and do what I love, and build a life around snowboarding the one thing that made me feel like a kid again.
No pressure. No noise.
Just freedom, living in the moment, fun, joy, and the mountains.
Born in the snow of Hokkaido, Japan and an Australian family business started as a passion project that quickly became a snow lifestyle brand, now worn in over 14 countries, stocked in Breckenridge, Colorado, and Wellington, NZ.
But behind the powder days and product drops lies a deeper story the one that shaped this brand’s soul.
I FACED MY WORST FEARS
The business grew fast. So did the stress, overheads, and self-doubt.
I stopped snowboarding. I stopped feeling free.
And then… everything crashed.
I went emotionally bankrupt. Faced financial collapse in 2021.
My worst fears came true:
I went on government assistance to save the brand . And I nearly lost it all.
For a long time, I hoped someone would save me.
Until I realized:
No one was coming. I had to save myself.
I rebuilt myself from the inside out. through mindset, cold therapy, breathwork, personal development podcasts, business audio books and a relentless commitment to rebuilding I found my way back.
That journey taught me something profound:
Resilience is earned. Belief is a choice. And that belief? It’s now stitched into every single product we make.
Because NFPD isn’t just snow gear
It’s a mindset. A movement. A reminder that even when life gets cold, you don’t have to quit.
WHAT IS NFPD?
NFPD stands for No Friends On Powder Days a snow culture phrase heard in every mountain town:
It’s a playful motto:
“No Friends on Powder Days". (Which is a joke) On fresh pow days, if you wait for your friends and partners to get their shit together, chances are the resort trails will be tracked out before the day has even started! .”
"The phrase 'No Friends On Powder Days' is a Joke playfully hinting at the thrill of seizing epic moments solo, yet the true essence lies in sharing these experiences with friends' and loved ones which is priceless. Respecting the mountain and its ever-changing conditions is paramount. Venturing into the slack, side or backcountry demands caution, safety and skilled friends and buddies. Equip yourself with proper avalanche gear and training and get local knowledge of the area if its your first time.
But behind the joke is a deeper truth:
These moments of pure fresh snow, crisp air, living in the moment are what we live for. They reconnect us to ourselves and the wild. They remind us to live now.
And we believe that same energy belongs off the mountain, too.
OUR MISSION: GEAR FOR THE MOMENTS THAT MAKE YOU FEEL MOST ALIVE
We specialize in high-performance, ultra-warm jackets, anoraks, and ski and snowboard hoodies jackets designed for real riders who want style, durability, and depth.
Our women’s and men’s snowboarding gear is built for powder days, alpine towns, and après life.
But more than that we create clothing for the kind of people who:
- Show up when life gets hard
- Go after what lights them up
- And never stop believing in something better
Our mission is to inspire a zest for life outdoors, spark joy through fun and play, and deliver timeless, sustainable snow gear that lasts for years.
What makes NFPD different?
- ✅ Belief – Forged from rock bottom, our brand exists to help people believe in themselves again
- ✅ Premium Performance – Ultra-warm, high-performance ski and snowboard jackets and hoodies built for the snow and beyond
- ✅ Movement-Ready – Gear designed for mobility, style, and identity
- ✅ Emotionally Wearable – Customers come back 2–3 times over the years for the same design because they feel something in it
- ✅ Socially Recognized – Riders get stopped in ski towns asking: “Where did you get that hoodie?” and can I please take a photo to send it to my friends and family
WHY SNOW LOVERS KEEP COMING BACK
Our customers don’t just wear NFPD they feel it.
- Every product is created with purpose, warmth, and soul
We’re 100% Australian owned, independent, and family-run.
No outside investors. No corporate backing. Grown organically through our customers’ love and word of mouth.
Just one mission to serve the ride and the rider with everything we’ve got.
🌍 ETHICAL. SUSTAINABLE. BUILT TO LAST.
- ✅ Independently certified Child Labour Free
- ✅ Designed for longevity, simplicity, and minimal environmental impact
- ✅ Created by real riders who live the lifestyle every single season
🤝 FROM THE MOUNTAINS TO THE STREETS
NFPD is a lifestyle brand that moves with you from snow adventures to keeping you warm when you need it the most.
We design for mountain function and everyday identity.
When you wear NFPD, you’re not just wearing a brand.
You’re wearing a belief system.
You’re wearing resilience, freedom, and that moment you said: I’m not quitting.
A BRAND WITH SOUL AND A STORY TO MATCH
We’ve done over $1M in sales.
But the number we’re most proud of?
The customers who keep coming back year after year because their hoodie became part of their story.
This isn’t fashion. This is identity.
This is belief you can wear.
👊🏼 WEAR WHAT YOU BELIEVE IN
When you put on NFPD, you’re not just wearing outerwear.
You’re wearing:
- Your comeback
- Your resilience
- Your choice to keep going
- Unplug, get outside, and rediscover the joy of play
We’re not for everyone.
We’re for those who’ve been through something and came out stronger.
So the next time life gets cold, pull on your NFPD and remember:
You don’t need to quit.
You just need to believe.
👇 JOIN THE MOVEMENT
Whether you’re carving fresh lines or carving a new path in life:
Believe again. Ride your story. Don’t miss the powder days.
Marty Clay
Founder, NFPD Snow Brand
High Performance Mindset & Business Coach. Father. Snowboarder. Host of Podcast Unlocked From Within
Learn more about NFPD Snow Brand Founder Marty Clay at martyclay.com