About

The Future

The future of Driftwood Canada is bright, and we're excited for what's ahead. We're gearing up to launch a thoughtfully designed collection that blends function, style, and durability. This includes a workwear collection built for everyday grind, a technical outerwear line designed to handle the elements, and a range of apparel, denim, and baggage that reflects our commitment to quality and sustainability.

We're also expanding our lineup of outdoor accessories and introducing more binding bags to support snowboarders on their adventures. As we grow, we'll stay true to our roots — honoring the land, uplifting our community, and embracing the values that guide us.

Driftwood Canada: A Brief History

The origins of Driftwood Canada trace back to 2012 when founders Yong June Choi and Steven Perrault met through mutual friends in Whistler, BC. Their friendship blossomed over time as they exchanged editing advice and collaborated on intellectual property, focusing on mutually beneficial exposure for their respective projects.

In February 2013, June traveled to Ottawa, Ontario, to work on a catalog shoot with Steven. At that time, June was employed by XXLSTYLE, a prominent Korean online publication company and the parent of several snowboard brands, including Dimito, Positive Mind, Purple Cow, IX Nine, and Badass MFG. The first significant collaboration between June and Steven was for Badass MFG., where June oversaw the brand's overall vision while Steven consulted on graphics, designs, text, scene selection, and served as the model for the catalog.

During their week together, June and Steven started brainstorming ideas for their own brand focused on snowboarding, skateboarding, and surfing. This was when the seed for Driftwood was planted. They envisioned a brand that encapsulated the essence of:

Surfing the perfect wave at dawn

Skating on a sunny afternoon

Snowboarding through endless waist-deep powder

Building a campfire under a clear night sky

Drifting from nature to civilization

United by wood

Uniquely shaped by the elements

By January 2014, Driftwood officially sprouted in Whistler, BC, launching its premier product: the Binding Bag. Alongside this, the company introduced The Hoodwarmer, The Bomber Hat, and wrist guards. The inaugural season was a tremendous success, both in Canada and internationally in Asia. During this period, Steven took charge of North American operations, branding it “Driftwood Canada,” while June managed operations in Korea, China, and Japan.

Over the following years, Driftwood Canada became recognized for its standout graphics and marketing strategies, establishing itself as a leading provider of Binding Bags in the market. The brand collaborated with other like-minded companies, which played a pivotal role in its growing popularity. Year two brought collaborations with prominent Canadian brands such as D.O.P.E. Industries and DuhBolts. The “ciggy print” collaboration with D.O.P.E., alongside partners like Salmon Arms (Mittens) and Dinosaurs Will Die (MAET Board), marked a significant milestone.

In year three, Driftwood partnered with Beaver Wax—a Vancouver-based company that hand-pours its wax—to create a “Shop Wax” collaboration, the first of its kind for Beaver Wax, which quickly inspired similar requests from other Canadian brands.

Driftwood Canada also made significant retail strides in year three by rooting itself Surf Side Ottawa, Canada’s second-oldest snowboard, skateboard, and surf shop (established in 1982). This led to the evolution of the Driftwood Canada Family, bringing together athletes and creators to provide feedback on products, graphics, and branding, thereby increasing brand awareness and community engagement. Driftwood sponsored snowboards, skateboarders, surfers, photographers, climbers and influencers.

The brand actively sponsored various contests and community events across Canada, including Loch Lomond’s Rail Jam (2015), Surf Side's Snowboard Jam (2015-2018), Mont Pakenham’s Night Series (2016-2017), Ottawa River Surf Jam (2016-2017), and Mont Cascades Rail Jam (2022).

Over the last decade, the Binding Bag has remained Driftwood's flagship product, followed closely by the Hood Warmers. The product range has expanded to include All Temp Snowboard & Ski Wax (Beaver Wax), handmade surf wax, waterproof cell phone pouches, recycled skateboard jewelry, reclaimed wooden accessories, skateboard decks, winter mittens, base layers, die-cut stickers, and small batch soft goods.

In 2021, Driftwood celebrated another significant collaboration with Sketchers, Barrel, Uhznuz, and Driftwood Canada—a noteworthy 4-way partnership involving brands from China, Korea, Japan, and Canada. This marked the first international collaboration of its kind following the global disruptions caused by COVID-19.

Throughout its journey, Driftwood Canada has remained committed to its core values: creativity, community, and the spirit of adventure. As the brand continues to grow, it strives to inspire the next generation of adventurers, encouraging a connection with nature and promoting the joy of outdoor sports. Driftwood Canada is more than just a brand; it is a celebration of culture, creativity, and the unyielding bond between people and the great outdoors.

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Drift With Us!