Shaun White Talks Snowboarding, Rock Star Style & How Virgil Abloh Influenced His New Whitespace Brand

Shaun White has ruled the snowboarding world for nearly two decades — and now, he’s brought that winning mindset to his latest project, Whitespace. Since retiring from competition after the 2022 Olympics in Beijing, White has been focused on building his winter sportswear brand, which launched last year and is sold at Backcountry.com and its own site. After initially debuting with snowboard offerings, the label is expanding into performance-based athleisure, as well as apparel and gear for skiing, biking, hiking and physical training. Speaking with FN last month, White said that as he enters the next phase of his life, he has big aspirations for the business. “I’m a competitor, it’s what I do, and it’s every little thing I can do to make better products,” he said. “That’s the sort of attitude I took to my sporting career. It’s this endless pursuit of progression.” Here, the sports star reflects on fashion, entrepreneurship and a pivotal meeting with Virgil Abloh. Why did you want to start your own brand? “When you join a sponsor, it’s always, like — don’t get me wrong, I loved working with them — but you’re joining their mold. It’s my job to best fit their mold, but then try to be

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