Tane Knowles

For 24 years, TK has carved his way through the pristine slopes of Lake Louise, Alberta, mastering the art of snowboarding in one of the most breathtaking alpine environments in the world. Deeply embedded in the local mountain culture, TK has built a lifestyle around the sport—one that blends passion, community, and creativity. Starting as a lift operator at lake Louise coming from Kitimat BC his hometown. He did a millwright apprentice and after that did 4 years of designing and running the terrain park in lake Louise. Recognizing the unique spirit of Lake Louise and the people who call it home, TK and Asher launched a locally inspired apparel brand tailored for those who live and breathe the mountain life in lake Louise. More than just clothing, their brand represents a local mindset—a connection to adventure, and the rugged beauty of the Rockies. What started as gear designed for fellow locals quickly gained traction, expanding beyond Lake Louise to reach new environments and outdoor communities that resonate with the same adventurous ethos. Through years of dedication, TK has not only shaped his own path but has also contributed to the evolving snowboarding culture of Lake Louise. Whether carving fresh powder, outfitting fellow riders, or bringing mountain-inspired style to new places, TK continues to push boundaries—on and off the slopes. The brand “YOU NEVER CALL” is a reminder to us all on how technology and computers have disconnected us people from the true art of conversation and being in the moment in beautiful areas around the world and also keeping in touch with your loved ones.

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