Loop Division
Loop Division is a Canadian performance ski apparel brand (Smapka Canada Inc., Vancouver) that designs and sells premium Dermizax-based ski jackets, pants, and competition outerwear direct-to-consumer in North America via loopdivision.ca, co-developed with the Canadian National Moguls & Aerials Team.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Loop Division does
Loop Division is a Canadian performance-driven ski apparel brand operated by Smapka Canada Inc. (Ontario, Canada) and headquartered in Vancouver, British Columbia. The company designs, markets, and sells high-performance ski outerwear — including insulated jackets, bib pants, hard shells, soft shells, and coordinated jacket-and-pant sets — directly to consumers via a Shopify-powered e-commerce storefront at loopdivision.ca, shipping to the United States and Canada in USD and CAD. Founded by Grace Wu, the brand entered the high-performance outerwear segment in the 2024-25 season and built its initial credibility through an exclusive skiwear partnership with Freestyle Canada as the official clothing sponsor of the Canadian National Moguls & Aerials Team.
The product portfolio is anchored on premium physical materials and a trademarked design philosophy. Core garments use Japanese-engineered Dermizax 20,000mm waterproof/breathable 3L fabric, 3M Thinsulate synthetic insulation, YKK waterproof zippers, integrated RECCO rescue chips, and four-way stretch construction. The proprietary LOOP Motion System™ organizes product development around four pillars — Stability, Mobility, Thermal Control, and Protection — and is developed and validated in collaboration with national team athletes competing at World Cup, World Championships, and Olympic Winter Games events. The Freestyle Canada co-branded sub-line extends this athlete-validated range into a public competition collection.
Loop Division's business model is a single-channel, direct-to-consumer apparel retailer with no subscription or recurring revenue component. Products are sold at premium price points ranging from approximately $540 USD for entry soft-shell jackets to $1,765 USD for flagship parkas, with ski sets priced at $1,580–$1,720 USD and Freestyle Canada co-branded jackets at $650–$1,550 USD. Customer segments include elite competitive freestyle skiers, serious recreational skiers, and national team supporters purchasing co-branded merchandise. Marketing is driven by social media (Instagram, Facebook, YouTube), SEO-optimized storefront content, and partnership-driven visibility at FIS-sanctioned events. The company is privately held with no disclosed funding rounds, no parent entity, and no identified institutional investors.
Loop Division firmographics
Firmographics- Name
- Loop Division
- Legal name
- Smapka Canada Inc.
- Website
- https://loopdivision.ca
- Company type
- Private
- Operating status
- Operating
- Short description
- Loop Division is a Canadian performance ski apparel brand (Smapka Canada Inc., Vancouver) that designs and sells premium Dermizax-based ski jackets, pants, and competition outerwear direct-to-consumer in North America via loopdivision.ca, co-developed with the Canadian National Moguls & Aerials Team.
- Ownership category
- akta.pro rank
Loop Division industry classification
Industry- Product category
- Performance Ski Outerwear
- NAICS
- Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)
- akta.pro secondary industry
- Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)
Keywords
Loop Division business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel
Revenue model
- Direct-to-Consumer Ski Apparel Sales: Loop Division generates revenue through direct-to-consumer sales of high-performance ski apparel via their e-commerce platform. Products include ski jackets, pants, bib pants, parkas, and ski sets sold at premium price points ranging from $540 to $1,765 USD. The company operates on a one-time purchase model with no subscription component, selling directly to consumers through their Shopify-powered website with support for USD and CAD currencies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Soft Shell Jackets - Entry-level performance outerwear |
| Unit Pricing | Pay-as-you-go | Insulated Ski Jackets - Mid-range performance outerwear |
| Unit Pricing | Pay-as-you-go | Premium Ski Parkas - Top-tier performance outerwear |
| Unit Pricing | Pay-as-you-go | Ski Pants and Bib Pants - Lower-body performance wear |
| Unit Pricing | Pay-as-you-go | Complete Ski Sets - Jacket and pant combinations |
| Unit Pricing | Pay-as-you-go | Freestyle Canada Co-Branded Competition Gear |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Loop Division product offering
Product offeringCore offering
Loop Division designs, manufactures, and sells high-performance ski apparel including insulated jackets, ski bibs and pants, parkas, and coordinated jacket-and-pant ski sets built around its proprietary LOOP Motion System™. Products use Japanese Dermizax 20,000mm waterproof/breathable fabric, 3M Thinsulate insulation, RECCO rescue chips, and YKK hardware, with a dedicated Freestyle Canada co-branded competition collection for elite moguls and aerials athletes. The brand sells exclusively direct-to-consumer through loopdivision.ca at premium price points ranging from $540 to $1,765 USD.
Product overview
Loop Division is a Canadian performance-driven ski apparel company offering a unified product portfolio centered on the proprietary LOOP Motion System™. The core lineup includes Skidual series jackets (Landon, Nicolas, Bruce, Alexander), Skidual pants and bibs (Whistler, Kingston, Bayview, Laval), and complete Skidual ski sets combining jackets and pants. The portfolio extends to hard shell and soft shell outerwear for hiking and general outdoor use. A dedicated Freestyle Canada sub-brand provides co-branded competition apparel (LEO, Victor, LEOIN jackets; KING, STEVEN, DANNA parkas) for the Canadian National Moguls and Aerials Team. All products utilize Japanese Dermizax 20,000mm waterproof/breathable fabric technology and 3M insulation materials, with the Freestyle Canada competition line additionally incorporating features proven through Olympic-level testing.
Differentiator
Problem solved
Functional benefit
Products and services
- Skidual Jacket Series High-performance ski jackets featuring Japanese Dermizax 20,000mm waterproof breathable fabric with four-way stretch, RECCO rescue chips, YKK waterproof zippers, detachable windproof skirts, and 3M specialized ski fiber insulation for skiers seeking elite-level outerwear.
- Skidual Ski Pants and Bibs Series Technical ski bib pants and pants constructed with Dermizax 3L fabric, featuring adjustable shoulder straps, ventilation zippers, fleece-lined pockets, stretch side panels, and built-in RECCO rescue chips for skiers needing lower-body performance protection.
- Skidual Ski Sets Complete jacket and pant combinations sold as coordinated sets, including Landon&Whistler and Bruce&Kingston pairings featuring matching Dermizax 20K fabric and colorways for buyers seeking unified top-and-bottom protection.
- Hard Shell Jackets Non-insulated performance shell jackets providing waterproof, windproof, and breathable protection with 20K/20K ratings in 3L construction with full seam taping, available in men's and women's versions for outdoor and skiing use.
- Soft Shell Jackets Flexible hiking and outdoor jackets with stretch knit construction, recycled materials, and 20K/20K waterproof breathable ratings, offered in men's Max and Ben models and women's Maya model for lifestyle-adjacent performance wear.
- Freestyle Canada Collection Official co-branded skiwear partnership collection for Freestyle Canada's National Moguls and Aerials Team, including LEO, Victor, and LEOIN competition jackets plus KING, STEVEN, and DANNA parkas designed for Olympic-level competition with features proven in World Cup events.
Quantifiable outcome
- Partnership renewed and extended through 2030, covering multiple Olympic cycles including French Alps 2030
- +2 more outcomes
Companies that use Loop Division
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Loop Division technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature7 records
Loop Division partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Freestyle CanadaflagshipFreestyle Canada is the governing body for freestyle skiing in Canada, representing mogul, aerial, slopestyle, halfpipe, and big air disciplines. Loop Division serves as the official clothing sponsor and exclusive outerwear partner for the National Mogul and Aerial Teams. The partnership was first established in 2024-25 and renewed through 2030, covering multiple Olympic cycles including French Alps 2030. Products are worn by athletes at FIS-sanctioned events including World Cup competitions, World Championships, and Olympic Winter Games.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Loop Division competitors and assessment
Company assessmentDirect peers
- Norrøna: Norwegian premium technical outerwear brand serving ski mountaineering, freeride, and resort skiers with a DTC-first model and a comparable emphasis on technical materials and athlete-driven product design.
- Arc'teryx: Canadian-founded premium technical outerwear brand with a strong ski/alpine apparel line, DTC and retail channels, and a similar high-performance positioning. Directly comparable in target customer (serious/technical skiers), price tier, and material/performance claims.
- Mountain Hardwear: Premium technical outerwear brand with a strong ski/alpine apparel assortment, athlete testing program, and DTC + selective wholesale distribution. Comparable in product positioning, technical materials, and serious-ski customer target.
- Helly Hansen: Norwegian heritage brand in technical ski apparel with deep national-team and Olympic athlete partnerships, premium pricing, and a similar co-development narrative around skiing outerwear. Directly competes for the same high-performance skier buyer.
- Spyder Active Sports: U.S. performance ski apparel brand rooted in racing and freestyle, with national-team heritage and a comparable focus on technical outerwear for competitive skiers. Closely aligned in target market, athlete-driven product story, and ski-specific category focus.
- Burton Snowboards: Snowboard- and ski-led apparel brand with heritage athlete partnerships and premium technical outerwear. Comparable in winter-sports category focus, athlete-driven product credibility, and seasonal DTC model.
- Descente: Japanese technical ski apparel brand with a long alpine racing heritage and direct-to-consumer presence in North America, comparable in premium positioning, ski-specific product focus, and athlete partnerships.
Broad incumbents
- Patagonia: Large outdoor apparel incumbent with a meaningful ski/snow line and a sustainability narrative that overlaps with Loop Division's positioning. Overlaps on premium technical outerwear but does not specialize in ski competition/freestyle.
- Canada Goose: Canadian-founded premium outerwear brand with a strong DTC model and comparable domestic/Canadian-brand positioning. Adjacent on price tier and DTC premium outerwear, but focused on down/parka categories rather than ski performance outerwear.
- The North Face: Global incumbent in technical outerwear with a sizable ski/snow apparel category, athlete sponsorships, and broad DTC/retail distribution. Overlaps in end-customer and premium technical apparel, though as part of a far larger multi-category business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Loop Division social profiles
Digital presenceLoop Division financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loop Division leadership team
Management profileNumber of profiles
Profiles1 record
Loop Division funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loop Division M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loop Division
What does Loop Division do?
Loop Division designs, manufactures, and sells high-performance ski apparel including insulated jackets, ski bibs and pants, parkas, and coordinated jacket-and-pant ski sets built around its proprietary LOOP Motion System™. Products use Japanese Dermizax 20,000mm waterproof/breathable fabric, 3M Thinsulate insulation, RECCO rescue chips, and YKK hardware, with a dedicated Freestyle Canada co-branded competition collection for elite moguls and aerials athletes. The brand sells exclusively direct-to-consumer through loopdivision.ca at premium price points ranging from $540 to $1,765 USD.
Is Loop Division a public or private company?
Loop Division is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Loop Division founded?
Loop Division was founded in -1.
How does Loop Division make money?
One revenue line is on record: direct-to-Consumer Ski Apparel Sales.
Who are Loop Division's main competitors?
Direct peers on record are Norrøna, Arc'teryx, Mountain Hardwear, Helly Hansen, Spyder Active Sports, Burton Snowboards and Descente. Broad incumbents are Patagonia, Canada Goose and The North Face.
Does Loop Division have an API?
No public API is recorded for Loop Division.
What industry is Loop Division in?
Loop Division's product category is Performance Ski Outerwear. Its primary akta.pro industry code is CRAMAJAB, Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks), with a secondary code of CRAMABAJ, Winter Sports (Ski/Snowboard) Retail. Its NAICS code is 45911 and its SIC code is 3949.