BUTTA This British brand is committed to making industry-rattling waves with its environmentally friendly, innovative approach to board wax. For non-riders, waxing one’s board is essential if you hanker after speed and longevity on snow (and surf). Founders Jim Stewart and Dan Soane report a ‘Breaking Bad’ style beginning in Jim’s dad’s garage in 2011; five years on and their brand is stocked internationally. Christmas means one thing to the Butta team – snow on the Alps. It also signifies time out from work, time in with family and the exciting prospect of adding another “board to one’s quiver”. Hear, hear. butta.co.uk

RUROC The first Ruroc helmet was conceptualised in 2007 by its fervently passionate engineers, with founder Daniel Rees launching the brand three years later. Driven by the passion of their hoard of international fans and in pursuit of well-engineered designs, Daniel and his team continue to develop some of the world’s leading technology when it comes to high performance helmets and goggles. They have patented, for example, their RAID™ (rapid air intake diffuser) system which is used by Williams F1 and savvy slope-slickers alike. Of course, it isn’t only about making helmets at Ruroc; it’s about getting out there and “seeing them in action” too. ruroc.com

Images below (L-R): courtesy of Ruroc; courtesy of Whitedot, photography Daniel Wildey

WHITEDOT SKIS The five individuals who relaunched Whitedot in 2010 came from all corners of the skiing and snowboarding world; drawing upon years of experience, whether instructing, working in technical construction or competing on the British ski team, their common love of skis and the places that they can take you became their rallying cry. Six years on and now boasting a World Champion, athlete Eva Walkner, in their midst, Whitedot continues to produce innovative skis built to manage all manner of mountain conditions and abilities. whitedotskis.com

Image courtesy of Whitedot, photography Martin Soderqvist