There's a thread that runs from the summit of a Himalayan peak, through a snowboard factory on the other side of the world, all the way to a roller door on Bridge Road in Richmond. That thread is one rider, one board brand, and one fight that every snowboarder has a stake in.
On Thursday 9 July, we're opening the doors at Twelve Board Store to host the POW Melbourne Local Alliance for a Jones Movie Night — a free, public evening of Jones films, cold drinks, good chats, and the local Protect Our Winters community. If you ride, this one's for you.
Before you RSVP, here's why this night matters — and why a brand like Jones and a cause like POW are inseparable from the way we think about snowboarding.
RSVP free on Humanitix · Facebook event
Event details — POW x Jones Movie Night
Here's everything you need to know at a glance:
- What: Jones Movie Night, hosted by the POW Melbourne Local Alliance
- Where: Twelve Board Store, 435A Bridge Rd, Richmond VIC 3121
- When: Thursday 9 July — doors open 6:30pm
- Cost: Free, open to the public. Capacity is limited, so please only RSVP if you can actually make it.
Run sheet for the night:
- 6:30pm — Doors open
- 7:00pm — POW movie teaser trailer
-
7:15pm onwards — Jones films (titles to be announced)
Come for the films, stay for the community.
Who is Jeremy Jones — and why does one rider have two legacies?
To understand why this event exists, you have to understand the man behind both Jones Snowboards and Protect Our Winters — because they're the same person.
Jeremy Jones is one of the most decorated big-mountain snowboarders in history, voted “Big Mountain Rider of the Year” by Snowboarder Magazine around eleven times and the star of dozens of snowboard films, including his acclaimed foot-powered trilogy Deeper, Further and Higher. He's spent the better part of three decades standing on top of the world's gnarliest peaks and riding down them.
But spending your whole life on snow means you notice when the snow starts changing. As early as 2005, Jones was watching mountain towns struggle as snowfall became less reliable — businesses closing, seasons shrinking, the places he'd always counted on for deep powder no longer delivering. When he went looking for an organisation already mobilising the snowsports community around climate, he found nothing.
So in 2007, he built it himself. Protect Our Winters became the first climate advocacy organisation to come out of the outdoor community — a way to turn riders, skiers and outdoor athletes into a unified voice for climate action.
Three years later, in 2010, Jones launched Jones Snowboards — and from day one, the brand carried the same DNA. Its very first donation went to Protect Our Winters.
That's the part most people don't realise: the snowboard brand and the climate charity were born from the same conviction, three years apart, from the same rider. They were never separate projects. They've always been two expressions of one belief — that if you love winter, you have a responsibility to defend it.
What does Protect Our Winters actually do?
POW isn't a feel-good logo you slap on a topsheet. It's grown from one snowboarder's frustration into a global movement of athletes, creatives, scientists and brand partners — with well over a hundred thousand supporters worldwide and a network of “Team POW” members organised into local alliances.
The mission, in Jones' own framing, is to depoliticise the climate conversation and bring people together across backgrounds to protect the outdoor spaces they love. Over the years that's meant economic-impact research used to make the case to lawmakers, congressional testimony, voter mobilisation campaigns, and grassroots education — work substantial enough that Jones was named a National Geographic “Adventurer of the Year” and recognised at the White House as a “Champion of Change” for his climate efforts.
POW in Australia — and in your backyard
This isn't just an American story. Protect Our Winters Australia is its own passionate community of riders, athletes and industry brands advocating to protect this country's fragile and genuinely unique alpine environment from climate change. Our resorts are smaller, our snowpack is more marginal, and the threat to an Australian winter is arguably even more immediate than it is overseas. You can follow their work on the POW Australia website and on Instagram at @protectourwintersaus.
That's where Local Alliances come in. POW Local Alliances bring together diverse community voices in a region to build a coordinated movement — equipping local members with resources, training and visibility to act as trusted voices on climate in their own alpine communities. The POW Melbourne Local Alliance is exactly that: your local riders, organising locally, hosting events like this one. Thursday night is your chance to plug into that community directly.
How does Jones build the most sustainable snowboards in the industry?
Plenty of brands talk sustainability. Jones has been engineering it into the product for over a decade — and that's a big part of why it's the brand we've built so much of our snowboard offering around.
Back in 2010, when almost no snowboard brand was even mentioning the environment, Jones made the deliberate (and at the time cosmetically limiting) choice to run 100% recycled sidewalls on its very first collection — because recycled material only came in black and only from one supplier, and they took it anyway. That set the tone for what Jones now calls its Eco-Performance design philosophy: the premium, environmentally responsible board.
Since then, the innovations have stacked up:
- Bio-plastic topsheets made from castor beans, which let Jones eliminate the toxic petroleum-based varnish that's bad for the planet and worse for factory workers.
- Flax topsheets, bio-resin, recycled steel edges and responsibly harvested wood cores across the range.
- 1% For The Planet membership since 2015, building on those first donations to POW in 2010.
- A full Life Cycle Assessment in 2020 that measured the carbon impact of every stage of a board's life — and revealed that a huge share of a snowboard's footprint comes from materials and end-of-life waste.
Re-Up Tech: closing the loop
That assessment led to Jones' proudest sustainability achievement — Re-Up Tech, billed as the world's first true snowboard recycling program. The premise is brilliant: over a million snowboards are produced globally every year, and most eventually end up in landfill. Re-Up Tech changes that.
The process can reclaim around 95% of nearly any snowboard ever made — any brand, any model, any year. Dead boards are stripped of their steel, sanded, pressed flat, then stacked six-high, glued and sliced into thin multi-layer strips. Those strips get inserted into the cores of new boards as performance stringers — and in Jones' own on-snow and lab testing, these recycled stringers proved more torsionally stable and better at damping vibration than the carbon-fibre stringers they replaced.
In other words: it's not a charity gesture bolted onto a board. The recycled material genuinely rides better. That's the whole Jones thesis in one product — performance and sustainability aren't a trade-off. We've written more about how it works here: Recycle Your Old Boards: Jones Snowboards Re-Up Program.
Why is Twelve Board Store hosting this event?
We're not a generic retail chain, and we never have been. We're riders selling to riders — and that means the brands we back have to mean something beyond a margin.
We're proud to be an authorised Jones dealer with official EPICenter status, and the largest Jones dealer in the southern hemisphere. That's not a line we throw around lightly. It reflects years of genuinely believing in what Jones builds and the values behind it.
It also goes deeper than just selling boards. We run an in-house workshop seven days a week, and we're an official Jones Re-Up recycling drop-off point — which means you can bring us your dead board (any brand, not just Jones) and we'll help keep it out of landfill and put its materials back into circulation. The thread that started on a Himalayan summit genuinely does run all the way to our roller door on Bridge Road.
So when POW Melbourne wanted a home for their Jones Movie Night, hosting it was the easiest “yes” we've said all season. This is what we're about — the riding, the gear, the community, and protecting the winters that make all of it possible.
Come down on July 9
This is a free, public, limited-capacity night. Grab a cold one, watch some of the best snowboard films going, meet your local POW crew, and talk shop with people who actually ride.
If you love winter, the least you can do is show up for it. See you there.
RSVP free on Humanitix · Facebook event · POW Australia · POW Australia Instagram · Shop Jones Snowboards · Jones Re-Up Recycling · Shop All Snowboards
Frequently asked questions
When and where is the POW Jones Movie Night?
Thursday 9 July at Twelve Board Store, 435A Bridge Rd, Richmond VIC 3121. Doors open at 6:30pm, the POW teaser trailer plays at 7:00pm, and Jones films run from 7:15pm.
How much does it cost and how do I RSVP?
The event is free and open to the public, but capacity is limited. RSVP through the Humanitix event page. Please only RSVP if you can genuinely attend.
Who hosts Protect Our Winters and how is it connected to Jones?
Protect Our Winters (POW) was founded in 2007 by professional big-mountain snowboarder Jeremy Jones, who also founded Jones Snowboards in 2010. Both came from the same rider and the same conviction about defending winter from climate change.
What is Jones Re-Up Tech?
Re-Up Tech is Jones Snowboards' recycling program — billed as the world's first for snowboards — that reclaims around 95% of nearly any dead board, of any brand, and reuses the materials as performance stringers in new boards. Twelve Board Store is an official Re-Up drop-off point.
