Nestled in the heart of the French Alps, in the iconic snowboard town of Morzine, Love Inc was founded in 2006 from one simple but powerful idea — a pure love of snowboarding. What began as a small, rider-driven brand has evolved into a respected name in mountain apparel, trusted by professional snowboarders and winter adventurers around the world.
At its core, Love Inc has always been about community, creativity, and connection to the snow. The company’s roots are deeply intertwined with the sport — its founders, riders, and supporters all share an unwavering passion for life on the mountain. Over the years, that passion has taken the Love Inc crew to some of the most iconic slopes on earth, forging friendships and memories along the way.
But for founder Jimmy Shaw, Love Inc has always been personal.
Ten years ago, Shaw — a lifelong Type 1 diabetic — decided to take the brand in a bold new direction. Frustrated by gloves that never lived up to their promises, he set out to design something better.
“I’ve been diabetic all my life and like to keep my circulatory system in top shape. Even with that in mind, I was fed up with buying gloves that just didn’t cut it — they fell apart and didn’t keep my hands warm. So I set about designing my own.”
That single pair of handmade gloves became the foundation for what Love Inc is best known for today: high-performance, ultra-warm snowboard gloves designed to withstand the harshest winter conditions. Crafted with precision, tested by world-class athletes, and refined through years of feedback, each pair embodies the company’s commitment to quality, durability, and comfort.
“We started with one pair, and now we specialise in a full range. Our gloves are tested by some of the best riders in the world — on real mountains, in real conditions.”
Two decades on, Love Inc continues to thrive — a testament to its authenticity and relentless pursuit of excellence. From the first sketch to the final stitch, everything the brand creates comes from the same place it started: a deep love for snowboarding and the lifestyle that surrounds it.
“The last 20 years have been full of great times and have taken us all over the world. “We’ve met incredible people and had amazing adventures. We owe it all to snowboarding — and we hope to be here for another 20 years.”
Love Inc isn’t just a snowboard clothing company. It’s a story of passion, perseverance, and a life lived for the mountains — one glove at a time.