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Myles Soderstrom: Marketing Coordinator, Coal Headwear – Snowboarding’s 30 Under 30

Marketing Coordinator, Coal Headwear

 Birthdate: July 20th, 1991

Myles Soderstrom started young, turning screws and popping E-Z Ups. And now at 26, he's helping shape one of the few successful lifestyle brands with its roots in snowboarding, Coal Headwear. Behind those thick-rimmed glasses is a mind that puts authenticity and aesthetic over impressions and numbers alone—a valuable trait to have in his position. It is consideration of detail that has always driven Coal, and Myles pays attention. His no-bullshit approach and intellectual insight have proven valuable in all aspects of his job description, from the ambassadors he's involved with Coal to the pieces he's implemented in their line. Myles cares and it shows.

— Taylor Boyd

That is the smirk of a man who does his job well. PHOTO: Riley Goodwin

Where are you from and where do you currently call home? 

I'm from Chico, California, and now reside in Seattle, Washington.

How did you start snowboarding? 

My dad took me snowboarding at Boreal when I was 10 or 11. I had skated for a few years and had the itch to snowboard. We rode step in bindings and I could only ride on my toes but still loved it.

At what point did you realize that you wanted to work in the snowboard industry? 

I started thinking about working in snowboarding when I was in college at the University of Nevada, Reno. At the time I was working at Northstar at Tahoe. Seeing people making a living as a rep or resort admin seemed cool. All I wanted to do was snowboard so I made that a priority.

Having the most fun. PHOTO: Magnus Byrlev

And how did you make that happen? 

I worked as a sub rep and kind of ended up as a leverage piece as some brands changed sales hands in Northern California. Worked as a counselor at High Cascade for 2 summers then traveled with the Trans Am and helped camp with some marketing stuff. Then Demos Manager where I met everyone under the sun. Riley Goodwin at Union hit me up and said Coal needed a marketing guy. I applied and just crossed my fingers. Interviewed that same summer and when camp was over I got the job.

Who do you look up to in the industry for inspiration? 

Preston and Dawn Strout of Crab Grab are amazing. Andrew Kelly (AK) of Crab Grab and Soy Sauce Nation is the consummate business man. Riley Goodwin, Tanner McCarty, and Tom Johnson all kill it here in Seattle at Union, Ride, and K2, respectively. Blue Montgomery is taking over the world with his green factory.

What do you feel has been your biggest impact in your line of work?

Getting to work with a storied brand like Coal has been a great opportunity. Getting to bring people like Desiree Melancon and Austen Sweetin more into the mix has been so cool. Giving input on certain hats in the line with our amazing designer, Jenn Nelson, then seeing those on shelves months later has been rewarding.

Gondola chillin. PHOTO: Jesse Gouveia

What do you want to accomplish that you haven't yet?

I just want to keep making cool stuff that people can read/watch/wear. Wherever that little mantra takes me should be fine.

Anyone you'd like to thank? 

Thanks to Brad Scheuffele for hiring me at Coal and Chris Wilmoth and Eric Wallis for those early sub rep days.