About us

The Choice is a locally owned skateboard, snowboard, clothing, and footwear shop in downtown Cranbrook, BC, Canada. We've been a staple in the community since 1996, supporting the scene and keeping the stoke alive for over 25 years.

We want to be more than just your local skate shop—we want to be the place you come to hang out, the shop you tell your friends about, and your go-to spot for gear, whether in-store or online. Our team works hard to give you the best experience possible, no matter how you shop with us. The people you talk to on the phone, email, or Instagram are the same ones running the shop and keeping the community rolling. We’re a tight crew that’s passionate about what we do, and we want every customer to leave feeling stoked.