In heartbreaking news, an avalanche near Kaslo, British Columbia on Monday afternoon claimed the lives of three cherished members of the snowboarding community. Among them was Alex Pashley, a gifted photographer and thoughtful force behind the lens whose work helped shape how snowboarding is seen and remembered. He was joined by Jeff Keenan, a beloved rider, filmmaker, and co-founder of Dinosaurs Will Die. Also lost was Jason Remple, the respected owner and lead guide of Stellar Heli Skiing, known for his deep knowledge of the mountains and his enduring commitment to sharing them safely with others.
Pashley built a career defined by his unwavering dedication to snowboarders, always putting the riders first—on the roster, in the frame of his photos, and in every decision. From his early days as Team Manager at Salomon Snowboards and Rossignol, to his time at Dragon and Slash Snowboards, Alex brought creativity, care, and a deep respect for the culture. At Smartwool, where he spent nearly a decade as Athlete & Strategic Partnership Manager, he expanded his reach while continuing to champion those on the ground and in the mountains. Most recently, as Global Sports Marketing Manager at The North Face, Alex continued to operate from his rider-first ethos. He was a connector, a curator, and a constant—someone who elevated everyone around him with confidence and a sharp eye for what mattered.
That sharp eye extended beyond brand strategy—Alex was also a talented photographer. His photos, which appeared in our own pages many times over, as well as in other respected snowboard publications, offered another way he documented and uplifted the culture.
Beyond the titles and timelines, Alex’s impact was just as deeply felt in the spaces between the work. He was hilarious and quick-witted, the kind of person who could command a room with a one-liner or dissolve tension with perfectly-timed self-deprecation. More than a colleague, he was a vital thread in the fabric of the snowboard community: present, trusted, and irreplaceable.
Our hearts are with everyone feeling this immense loss—and our deepest love and support are with his wife, Erin.