Brand history

 

「241」 was born in 1991 created by Mike Basich who was took part of making the golden age of snowboard history from the end of 80's to the 90's.


It all started when he tried to sell his own hand made T-shirts in his hometown Lake Tahoe, California.
It's not rare to have a charismatic snowboarder to start an own brand at his peak of career. However what is significant to 241 is that the brand is still evolving as a real wear for snowboarders even after 20years since it was born.
After Mike was active in the gorgeous mainstream, and when he took a step back as a snowboarder himself, he never forgot to keep looking to live the lifestyle with snowboarding which leads the brand to expand its outlook of the brand's world all the time.


241 is named after 「2 for one」, which means 「Buy one and get one other free」.
93, brand 241 started to sell wears, and since then 241 always wanted to become good partner to every snowboarder.
Having Mike as a director and adding Japanese quality mixed in, 241become a higher quality rider's brand.

 

 

Mike Basich

 

Mike Basich was born and raised in Lake Tahoe, California. His first encounter to snowboard was in 1985 a present from his mother. Since then he started to practice at his local ski resorts such as Donner ski ranch, Sugar bowl, Boreal. After becoming a professional rider, he went all over the world to join contests and shootings. After he retired, he started to live a life by exploring the world freely to find good snow.


He bought a mountain in the local area of his hometown, named AREA-241.

His lifestyle is filled with 「DO IT YOURSELF」 spirit. Also Mike is gifted with creativity.


His selfie shot capturing the moment he drops in from helicopter was highly acclaimed and become the cover of snowboard magazines in several countries.
Nearly with 30years of riding experience his passion for snowboard blending it with a D.I.Y. mind and creativity is much of his life. 241 wear reflects Mike's lifestyle and his heart of content towards his life with snowboard.