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BEYOND MEDALS

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Beyond Medals is a premium Swedish snowboarding and streetwear brand founded in 2012 by professional snowboarders Kevin Bäckström and Tor Lundström. Born out of the rebellious subculture of snowboarding, the brand rejects the traditional, hyper-competitive focus on winning medals, choosing instead to champion "pure fun, rebellion, and ultimate style." Today, it is recognized globally as one of the most influential rider-owned labels in the winter sports industry.