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Shane Gould
CREATIVITY LED THIS PRO SNOWBOARDER INTO APPAREL DESIGN
Shane Gould never set out to be a designer. But somewhere on the road between the life of a professional snowboarder and the head of an internationally renowned apparel company, it just kind of happened. “When I was traveling on world tour, I was always looking for a side hustle,” said Gould of his early days snowboarding. “The snowboard companies (Sims and later on Burton) I rode for saw early on that I was interested in how things are designed and made, and they really pushed me toward it. Creating apparel out of the gate was just a simple side hustle I thought could work.” Fuel Clothing was born out of $1,200, a car that served as a mobile showroom and what Gould refers to as “dumb luck and a few other lucky skills.” Now, 28 years later, you’ll find Gould’s designs across a whole line of apparel including jackets, pants, T-shirts, hats, socks and more. Not bad for a self-taught designer. “Ask anybody that’s in the design field, you don’t necessarily have to go to school for design. In designing apparel, obviously there are some things you have to learn, but it’s just having an eye for it,” he said. For him, it’s an extension and a reflection of the creativity that drove him as an athlete. “In our industry, the individuals who participate are typically more creative than in team sports. If you’re a snowboarder, you’re by yourself painting a line down a slope. You find people who are more solo artists and creatives within that industry.” In the last 10-plus years, Gould has expanded Fuel’s offering, taking a risk on private label socks, hats and beanies that blew up in the best way. The apparel is still Fuel’s calling card, but it’s the socks that have drawn the A-list clients. “Let’s say Ford
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LocalLifeSC.com + MARCH 2020