JUST POINT IN ISN'T SO MUCH A BRAND AS A MANTRA. “The mentality is you go for it,” says Ted Wolff, the Taos company’s CEO. “It works in all aspects of life, not just skiing.”

Wolff, however, didn’t set out to create New Mexico’s only ski and snowboard company—that’s just where the mountains led him. Growing up in Santa Fe, he was the youngest of three boys (behind brothers Joe and Nick) who liked to carve up Pajarito Mountain Ski Area. A competitive brood, they latched on to freestyle, evolved into bigger mountain runs, and moved into racing and extremes. “We just started a little gang—the Point It gang,” he says of their sporting community.

Things took off from there. In 2010, Ted and Nick began selling hats, tees, and stickers. Then a small manufacturer approached them about designing their own skis. But the company went out of business before they were released.

Bummed but not wiped out, the Wolff brothers connected with Colorado-based snowboard maker Never Summer. In 2016, Just Point It dropped its initial model, designed for New Mexico’s slopes and featuring art from Santa Fe muralist Sebastian “Vela” Velazquez.

Beginning in 2018, the limited run of 100 skis and 50 snowboards has annually highlighted other local artists, including 2021’s tribute to Taos Ski Valley’s Kachina Peak and the Río Grande Gorge Bridge by photographer Chris Dahl-Bredine. That connection to home, the mountains, and the Just Point It mission continues to fuel Wolff and resonate with customers. “New Mexico is a proud state,” he says. “People love to let the world know how much they enjoy being from New Mexico.”

Just Point It

Purchase Just Point It skis, snowboards, and apparel at Alpine Sports, in Santa Fe, or online.