“The Underground should never hit the Surface”
Designing applied Art on skate- surf and snowboards was the fundamentental idea behind founding SEVERE in 2002. First apparel and a wide variety of skatedecks appeared fairly succesfull. . Exposed the brand twice at the boardsports ISPO in Munich. The raw mix of urban trash combined with anunpolished punk look gathered more shocked reactions than sales….. The ‘market wasn’t ready for it’ at that time. Two years later we saw “Eastpack” copied had copied our style. SEVERE stayed an independent contender in the boardsportsmarket and went underground for years
Nearly a decade later, our sideproject skatesurfsnowstore.com became one of first bestselling boardshops of KORUA Shapes Despite their great marketing campaign ,KORUA could not keep up the promise of quality and performance. Sometimes an awesome marketing campaign just isn’t enough. With the brand booming sky-high, competition between shops became increasingly hostile. The corporate identity and guidelines started to feel like a carefully designed straitjacket. Rigid and restrictive. Dissonants not allowed. Customers complaining about product quality were given a discount on a substitute board, which exactly matched the actual retail price. We’d like to be deliver high end products. As it turned out, KORUA couldn’t match our expectations. Shattered the illusion. It made us decide to pull the plug and move on.
Going back to the source , Sander Kuipers co-founded snowboard brand Powfinder. High end bamboo packed powderboards. Sander played a major role in getting Powfinder where it is today. Besides distribution, marketing and initial webdesign, he was responsible for the companies aesthetics. Sander created the clean Signature series, the colorful SURFR series and the transparant Limited Editions. Designing their Splitboard and the Limited 19/20 series was his final venture. At the start of 2019 ongoing health issues forced him to step back again and focus on less demanding activities. As a direct result ArtePovera.nl was born
In 2014 Sander designed an innovative collection of high performance surfboards First edition came rolling in straight from the Atlantic. HP Shortboards , Hypto Krypto Sequel and retro styled Minimals. Shaped and glassed in close collaboration with one of the very best European Surfboard shapers today. Retro style colorpacks with a good clean seventies vibe.