The reason? Simple: the Swedish company’s North American headquarters sit at the base of Aspen Highlands, resulting in widespread local distribution. With POC in eleven Aspen and Snowmass ski shops, it’s tough to find a store that doesn’t carry the brand. And that’s good news for the Roaring Fork Valley noggin. With its Multi-Impact Protection System technology, POC is designing helmets better suited to withstanding the type of impacts—those that inflict rotational force on the brain and head—typically generated by skiers and snowboarders.