Your bag
IDENTITY
PURPOSE
Too many people spend their lives in things they don’t care about. We make the heat that propels passion and moves culture.
HEAT FOR
YOUR
PASSION
What if people who love what they do;
loved what they do... more?
PREF*RE is an elevated experience for people who look beyond the default.
Founded in eSports.
Trusted on the biggest stages in gaming.
How it started
We saw esports pros using hand warmers. A ubiquitous behaviour at the highest level of competition. When we started questioning them, we found that while it was keeping blood flow, it was also helping them chill out. A ritual before the round. But the pouches were made for mittens and ski jackets, not for the table on a global broadcast. So we made one that was.
Where we show up
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Electric Clash -
DreamHack Birmingham -
FragVille -
VALORANT Champions Paris -
VCT Pacific -
VALORANT Masters Bangkok
Starting fresh.
In 2022 we sold our first company, a software design consultancy we started right out of college. For over twelve years it was the only real job either of us ever had.
We tended it like a bonsai tree. A little shaping every day, until it became something we found inspiring. Was that efficient? Absolutely not. It was fulfilling, and it brought us the most interesting people we know.
PREF*RE is us doing it again: a company that cares about craft and community, and gets excited about making things for people. We started with gaming because gaming has always been there for us. Mario Kart at birthday parties. Halo the night the original Xbox launched. Warzone with the boys when the world shut down. So we asked ourselves what we could do for gaming.
Scott Boniface and Ryan Bannon, co‑founders
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Christmas morning. The obsession starts here.
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2008
Year one. One desk, one iMac.
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2010
Same couch, different game.
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2012
The studio, fuelled by long Skate 3 sessions.
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2024
Starting fresh.
THERE’S ALWAYS POWER INSIDE
IDENTITY
MISSION
Fuel the courage to begin, the grit to return, and the fire to finish.
IDENTITY
VISION
A global lifestyle brand that helps people find and follow their purpose. Inspire people to do what they love, simply because it’s worth doing. When enough people live from that place, personal passion becomes cultural capital.
What really matters to us
BUILD PASSION
Like attracts like and we like people who are aligned with their passion. When you align with your passion the path disappears, and you’re just on it, surfing to the future. Give people things to care about. Ask yourself: why do I care about this?
MOVE FORWARD
Our brand is for people who do new things, blaze new trails, put their own sauce on things because the default is already behind us.
RESILIENT OPTIMISM
Cynicism is unproductive, we are making things we care about with people we are inspired by. Make work that inspires and expands the people it touches.
PEOPLE MATTER
Every pouch ends up in someone’s hand. Build for that person. Work with people who make you better, and look after the ones who show up for you. Nobody does anything great alone.
DETAILS MATTER
Nobody notices a good seam. Everybody notices a bad one. We sweat the small stuff so the only thing you notice is the heat.
NOTHING MATTERS!
We aren’t afraid to be wrong, or be cringe or be worried if people will think it’s cringe that we said cringe.
THERE IS NO SPOON
Silver, steel or otherwise, nobody is going to give you anything, and there is nothing you can’t do. You can bend reality with your creativity but you are the one that has to believe you can do it.
JUXTAPOSITION
Some of the oldest materials on Earth, in a pouch made for the biggest stages in gaming. Serious about performance, unserious about ourselves. We like putting together things that shouldn’t fit, and finding out they do.
TEMPORAL MOSAIC
Super Nintendo under the tree. Skate 3 sessions at our first office. Twelve years building software. Now a yellow pouch. None of it was a detour. We pull from every era we’ve lived through and keep the pieces that still feel good.
People are at their best when they’re chasing what excites them most.
We make the heat for that.
For the first round, the last run, and every late night in between.
Stand next to your fire.
