About us
FORGED IN POWDER. TEMPERED BY REBELLION
Verdad was born for riders who carve their own lines, those with vision and fire in their hearts.
From day one, we've followed our instincts rather than trends.
Soul over hype.
Fifteen years later, we're still rider-owned.
Still independent.
Still building boards with a mission, precision, and passion.
VERDAD was founded in 2011 by riders, for riders.
Born from decades spent on snowboards, skateboards and in the mountains, the brand was built around one simple belief: never compromise the ride.
Independent from day one, VERDAD develops every board from real experience on snow — combining proven construction, progressive design and a deep respect for the culture that shaped us.
We don't follow the industry.
We ride our own line.
Démir Julià
Founder. Product developer. Rider.
Démir built VERDAD around one simple belief:
Performance comes first.
More than three decades on a snowboard, thousands of hours in the mountains, and a lifetime dedicated to boardsports are behind every VERDAD board.
No product development from behind a desk. Every shape, construction, and technical detail is born from real time on snow, relentless testing, and a constant search for the perfect ride.
During winter, Démir lives and works in the French Alps as a snowboard instructor and product
developer. It's where ideas are tested, lines are ridden, and new boards come to life.
He is the direct link between rider, product, and mountain.
Tom Provost
Business Manager. Co-Owner. Rider
Tom's roots in board culture go back more than 25 years.
As a lifelong snowboarder, skateboarder and surfer, boardsports have never been a hobby on the side. They've shaped the way he lives, works and sees the world.
In the early 2000s, Tom taught snowboarding and competed in the French Alps during one of the most influential eras of snowboard culture. Back in Belgium, he later founded T'Rampz, building skateboard ramps and helping grow the local skate scene from the ground up.
Today,Tom is Business Manager at VERDAD, overseeing the business side of the company while leading sales across the Benelux. Working closely with founder Démir, he brings structure, business experience and a rider’s perspective to the next chapter of VERDAD.
He's also a snowboard instructor and, above all, still a rider.
Knee replacement? Check.
Excuses? None.
Whether it's snow, concrete or building the future of VERDAD, Tom has always followed the same philosophy:
Keep moving. Stay authentic. Never lose the passion that started it all.
Always smiling. 100% passion. 0% excuses.
Yves Coonen
Co-Founder · Rider
Yves has been part of the VERDAD story since day one.
As one of the original founders, he worked alongside Démir during the early years of the brand, helping build VERDAD from the ground up and shaping the first generations of boards and collections.
After the 2017/18 winter season, Yves stepped away from the day-to-day operations to follow a different professional path. His connection to snowboarding, and to VERDAD, never disappeared.
Today, he remains part of the crew as a snowboard instructor at the VERDAD Snow Academy, sharing his experience, passion and love for riding where it matters most: on the mountain.
From helping build the brand to passing the culture on to the next generation of riders, Yves continues to be part of the VERDAD story.
From the beginning. Still part of the ride.
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