At Faction we make high-quality skis that are progressive in their construction as well as in their use in freeride, freestyle and all-mountain skiing. Some of the best athletes in the world inform our product journey. We capture their stories to inspire fans with exciting content.
We are an independent group of skiers, artists, film-makers, engineers, partners, dreamers and doers that is so much more than the sum of its parts. We are united by a love for the mountains and the world’s finest tools of escape.
We are The Faction Collective.
Born in the Swiss Alps.
It started as a small rebellion. We were outcasts — an eclectic bunch of passionate skiers prototyping new ideas in the epic Alpine playground of Verbier, Switzerland. Snowboarding had unleashed the wildness of surf and skate culture into the mountains, while our beloved Alpine skiing was dominated by big brands that had lost touch with their fans, caught up in racing to the bottom and high-volume production.
Co-founders Tony McWilliam and Alex Hoye met one another in 2006 and shared a vision to shake the industry up by creating a tribe, a Collective. The Faction Collective emerged as a creative force along with a handful of brands bringing the passionate innovation of freedom to skiing.
Freeskiing is no longer a small faction rebelling against classic Alpine racing, but the driving force in skiing that delivers performance with a sense of freedom, fun and adventure. Faction’s relentless development process delivers award-winning skis that are used by the world’s most demanding mountaineers; Freeride World Tour champions; Olympic and X Games gold medalists; and more than 100,000 fans. We give every member of our Collective the confidence that they are riding the most progressive, best-engineered skis on the mountain.
Our innovations in lightweight-hybrid cores, rocker and recycled materials propelled our rise through the ranks of the ski manufacturing elite. Today, we’re bolstering our efforts through investment in two key areas: state-of-the-art technology and extraordinary people.
Our industry-leading skis are designed and tested on the formidable mountain faces of the Swiss Alps, as always, but that our hardgoods team is now led from Innsbruck, Austria, brings to life the industry gold standard in hand-made, precision ski manufacturing. When you buy Faction, you buy quality with a performance guarantee. Our skis are fit for purpose and built to last.
But our greatest strength lies in the people who work tirelessly to design and deliver the best experience for our fans. We are led by visionaries who are motivated to change the face of skiing. Whether it’s our world-class engineers making new discoveries or our esteemed athletes reframing our perception of sport — or Candide Thovex bending reality — we aim to ignite the next generation of skiers.
Some see it as tribe mentality. We see each individual for their unique strengths, humbled by the knowledge that as a Collective we create more, ski better and have more fun doing it.