Birk Ruud didn't start BUSI because he wanted a clothing brand. He started it because the kit he wanted to ride in didn't exist yet.

Accolades

Big air gold at Beijing 2022. Slopestyle gold at Milano-Cortina 2026. Two World Championship slopestyle titles, in 2023 and defended in 2025, plus Youth Olympic gold back in 2016 and a stack of X Games medals. At 25, Birk is one of the most decorated freeskiers of all time.

What BUSI means

BUSI means putting in the work. Birk was born in Oslo on 2 April 2000, and the brand runs on the same thing that built the results: showing up, doing the reps, not waiting for permission.

He is still in every fitting, every colour choice and every product test. If it doesn't hold up for Birk, it doesn't go in the collection.

The rest of the crew

Birk rides with the BUSI crew, skiers and snowboarders who ride, test and wear the gear all winter. Meet the riders.