SHRED. is a ski and snowboard brand founded in Park City, Utah, in 2006.
The goggles Ted Ligety needed for racing, he says on SHRED.'s site, "made me look like an old Jerry." He grew up racing in Park City, and after he won Olympic gold in 2006 he and Carlo Salmini launched the brand that November with four neon goggles "recognizable from across the mountain."
Ligety met Salmini, a materials engineer who made carbon fiber shin guards in his garage, at a slalom race in Italy. Salmini ran the global side from a corner of his father's office in Venice, while Ligety ran the US side out of his Park City attic. By the brand's own account they "didn't have a business plan."
NoDistortion lenses arrived in 2011, with a valve that equalizes pressure inside the dual lens. In late 2016 the parent company, Anomaly Action Sports, said it would move its headquarters from New Hampshire to Park City. It asked the city for $100,000 over five years and got $20,000 over three. Venice is still listed as a headquarters too.
In 2019 the name picked up its period. Ligety told SGB it was about "banging our hand on the table." For a brand that launched in neon, that counts as restraint.
SHRED. designed its Rotational Energy System helmets, introduced in 2015, to mimic the fluid that cushions the brain inside the skull.
These guys make really cool stuff, especially their bike pads. Great story too.
Alex
New from SHRED.
Fabian Ax Swartz joins SHRED
SHRED said on October 19 that Swedish skier Fabian Ax Swartz, who is 22, will race in its helmets and goggles. He finished 14th in Olympic slalom at Milano Cortina 2026.
