Our Story
Born in Killington
Till I Die is an independent ski, snowboard, and outdoor lifestyle apparel brand founded in Killington, Vermont, in 2010.
What began as a love for skiing and the après scene that followed soon became Ski Till I Die, a brand for people who would rather chase first chair, fresh lines, open water, or the next adventure than sit still. The original logo was sketched on a cocktail napkin, proving that some of the best ideas really do begin with a drink in hand.
From Ski Till I Die to Till I Die
In 2016, Ski Till I Die evolved into Till I Die, opening the brand to every kind of diehard while staying rooted in the mountain culture where it began.
Today, Till I Die creates retro-inspired ski and snowboard apparel, performance layers, hoodies, hats, tees, outerwear, and street-to-summit gear. Our style pulls from the eras and artifacts we still love: neon ski suits, faded trail signs, homemade VHS tapes, old mountain towns, and the perfectly imperfect gear that carried us through the good old days.
Do What You Love. Do It Forever.
Till I Die is for skiers, snowboarders, surfers, riders, adventurers, and enthusiasts who build their lives around what keeps them moving.
Our motto, “Do what you love. Do it forever,” is more than a tagline. It is a reminder to protect the passions that make you feel most alive and to keep showing up for them for as long as you can.
Born in Killington and now headquartered in Worcester, Massachusetts, Till I Die remains connected to its Vermont roots and the community that started it all.
Retro look. Vintage feel. Diehard attitude.
Our Path
A look back at where we've been and where we're going.
2010
Ski Till I Die is born in Killington, VT
Founder Ryan sketches the original trail sign logo on a cocktail napkin. Inspired by the mountain grind and après-ski legends, the brand is born from the lifestyle it lives.
2012
First gear drops
TID releases its first run of trucker hats and tees—selling out fast in the Killington community.
2013
Jesse joins the ride
Ryan’s college ski team buddy Jesse comes on board, helping shape the next phase of the brand’s growth.
2016
The Shred Sled era begins
“Ski Till I Die” drops the “Ski” and becomes Till I Die, marking the rise of the double diamond shield and a lifestyle built for all diehards. With the Shred Sled as its mobile HQ, the crew hits expos, mountain towns, and parking lots across the Northeast—fueling the fire and growing the movement.
2020
Winner, Winner, chicken Dinner
A standout entry in a Till I Die design contest earns Chelsea a spot behind the scenes. She quickly becomes a core creative force helping drive the brand forward.
2022
Neil discovers the spark
While visiting Killington with his family, Neil stumbles into the Till I Die shop after dinner at The Lookout—and instantly connects with the brand’s vibe. What starts as a $300 shopping spree turns into a chance encounter with founder Ryan, who casually admits he shut the website down back in 2020. One “WTF?” later, the two grab dinner at The Garlic, talk shop, and decide to team up to bring the brand back to life. That spontaneous night kicked off a new chapter—one that would change Till I Die forever.
2023
A new crew takes the reins
Till I Die enters a new era when Neil, Chelsea, and Jesse, who had been working alongside founder Ryan, see an opportunity to take the brand in a stronger direction. A casual conversation about its future turns into a plan to acquire it and bring new life to the label. Melissa Shanahan, Chelsea’s longtime business partner and creative collaborator, becomes a partner—knowing their track record of turning ideas into reality. Together, the crew relaunches Till I Die from Worcester, MA, fueled by passion, purpose, and a shared drive to build something lasting.
2025
Still riding, still rising
From snow to surf, mountains to main streets, Till I Die continues expanding its reach without forgetting its roots. What started as a grassroots mountain brand has been rebuilt from the ground up—with fresh gear, new collaborations, and a growing community that spans far beyond the slopes. Each season brings more reach, more momentum, and a deeper connection to the diehards who live the lifestyle. The mission stays the same: build boldly, stay authentic, and take Till I Die global—one adventure at a time.
What we promise
We Always Put Passion First
We live and breathe the ride—just like you. Every product, every design, and every story we share is made by people who actually live this lifestyle.
Our Gear Will Outlast the Journey
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You’ll Wear Something That Means Something
Our designs aren’t just graphics—they’re a reflection of who you are. Expressive, bold, nostalgic, and true to the diehard spirit.
You’ll Never Ride Alone
When you wear Till I Die, you’re part of a crew that shares the same grit, freedom, and love for the outdoors. We’re building community, not just clothes.
We Respect the Places We Play
We’re committed to doing better for the planet. That means responsible sourcing, low-impact production, and giving back—so the ride can keep going.
