Snowboarding in Europe was kickstarted when Dimitrije Milovich decided to take a team of his Winterstick riders over to Les Arcs, France in 1982. At that time, only a handful of guys were snowboarding in North America but practically nobody was doing it in Europe.
After being amazed at how totally frickin awesome snowboarding looked, a ski instructor by the name of Regis Rolland decided to buy one from ‘em. With no real reference point to follow, Rolland quickly developed his own unique snowboard style and in the process, helped to put snowboarding firmly on the map in Europe. Rolland started his own brand ‘Apocalypse’ in 1985 and was the snowboard star in a series of now legendary promotional videos for Les Arcs that went by the name of ‘Apocalypse Snow’.
Featuring hang gliders, snow rafting and a band of villainous monoskiers who try to capture the hero snowboarder to steal the secrets of skiing, Apocalypse Snow was as off the cuff and bizarre as it was inspiring, and was certainly a major turning point for European snowboarding.