A wise man once said to me that "Gigi Rüf looks like a man who found a magic snowboard that never lets him fall off." Well, I say wise... In actual fact he was our old designer, which basically meant we had to treat him as if he was for fear he'd get angry at us and hide a load of dicks in the next magazine. Aah print...

Regardless, in this instance he was right. Imagine you'd just watched the above video and no one had told you it was Gigi. You'd still know it was Gigi, because Gigi always looks unmistakably like Gigi. Giggidy.

"If Terje is 'The Cat', Gigi is the one that got the cream"

Just look at that those wild arms, it looks like he took the title of the latest Pirates movie As The Crow Flies a little too literally and is bombing around trying to demonstrate the proper technique, yet somehow it works. It doesn't just work, it looks fucking sick.

The perfect example comes at the 1.26 mark. He has no business riding out of that backflip-to-edge-catch, let alone the two pillows that follow. If Terje is 'The Cat', Gigi is the one that got the cream. And if we're making comparisons (and rehashing old Chris Rock jokes), if Gigi is Prince and Nicolas Müller is Michael Jackson, Prince won. Whilst Nico is off filming yeti monsters in the woods, Gigi looks like he's more likely to ask you to pull his finger than tell you 'what all of this means'.

In short: more of this, less of everything else.