Branding Masterclass — Trucks

Words by Frozen in Carbonite
Collages by Requiem For A Screen

Few choices in life communicate as much about their owner as the skateboard truck. Board companies vary by woodshop, clothiers get bought out by global conglomerates, shoe brands come and go at the mercy of the vicissitudes of fashion, but the Big Three (plus one?) truck brands remain with consistent brand narratives that — for whatever reason — synergize with the most mindblowing slogans in the culture.

With that in mind, and with no end in sight to the #trend of starting brands, we will deconstruct the marketing tactics of the Big Three (plus one?) truck companies, focusing on their most iconic and immortal slogans.

Join me, won’t you?

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Only Love Can Do That

Front door of Andre Page’s old office ♥

“You Americans are too serious about the pro board shit, in Europe you just turn the homie pro. Fuck it! It’s not about being ‘pro’ at skating. If you are a sick character, you should be pro!” Chris Milic and Jesse Alba interview Hjalte Halberg for Solo mag, with a resulting transcript that you can read in everyone’s voice inside your head.

Wise words: “Bro, you just skate and put it on the internet.” — Genesis Evans, who practices what he preaches considering he uploaded a a clip of his L.A. trip to the new Sahbabii song within like…24 hours of it being released.

Thrasher has Nick Ferro and Mark Humienik’s Calzone part, YouTube has Mark Wetzel’s Calzone part, and Big Cartel has Calzone DVDs.

One of the most astute eyes for spots out there. Chris Jones’ new part for Free is obviously great. And P.S. Casper Brooker went pro this past weekend. Congrats G.

Mostly park footage, but still heavy on the smiles: Louie Lopez IG remix to some Sade.

If you want to get bummed out, Vice did an article on how the city of Seattle is suing 35th North (the city’s longest standing skate shop) over a D.I.Y. bowl they built in the middle of the woods. Never not saying shout out to Europe in situations like these.

New Jerry Mraz footage in the promo for a new board company called Adult Inc. Guessing there’s ledges at the top of that L.I.E. hill from the old Bronze videos now?

Strobeck has an over two-hour interview with The Nine Club.

Chapter six of Elkin raw tapes is now live.

Dude I don’t even know how many years ago 2017 was, but apparently the Theories guys still want to talk about the best videos from that weird ass year. It’s dope that one of their fave videos was “Theories in Chicago” ;) ♥ My fave was Josh’s Inkwell part.

North interviewed skate photo collage god and frequent Quartersnacks contributor, Requiem For A Screen, in their latest issue, and just published the piece online.

That Sixth Sense era raw footage clip that everyone was re-posting last week actually got uploaded in 2011, but gave us a good excuse to fix a typo in an old post!

The cultural institution known as the Delancey McDonald’s finally reopens today!

QS Sports Desk Play of the Week: Anthony Davis what the shit.

Quote of the Week: “The only jobs in London are working for i-D or Dazed.” — Sean Kinney

Ghosts of Christmas Clips Past

Collage by Requiem For A Screen

This past year, nobody else incited as many smiles and reminders of the glorious escapism that skateboarding provides. Thank you Jamal Smith, 2017’s Q.S.S.O.T.Y., for inspiring us to enjoy the world on a skateboard. Sadly, we can’t fly you to Canary Islands like Thrasher can (…not yet), but just wanted to say thanks :)

Iron Claw’s new 11-min video, Not Not a Video, is now online. Shout out Colombia.

Even as an institution that often gets chastised for Rihanna songs in skate clips and bad filming, we gotta chime in here: wtf is with the choppy frame-rate, wtf is up with the darkass clips, and wtf is up with that Morrissey song in Antonio’s new Berrics part? The skating though…is absolutely F U C K E D.

Oddly enjoyed this way more than expected, probably because they skate a bunch of weird shit that nobody bothers with, e.g. they got two clips at the Gristedes on 96th Street — a Weed Maps “Summer Trip to New York” clip with Jaws, Tommy Sandoval and Boo Johnson. I think we ran into Jaws at a rave when he was filming this.

Rolling Stone has a great mini-doc with Josh Stewart about making independent skate videos in 2017, via the lens of Traffic’s Look Left.

Jenkem has a “Day in the Life”-ish feature with The BX’s Public Housing Skate Team.

Style god Jimmy Chung is featured in the new teaser for Chris Mulhern’s upcoming Love Park documentary, 15th & JFK. Anyone know a release date?

“Mean Streets” volume 10 from LurkNYC with more weirdness at Chase.

Boil the Ocean is on entry #6 of its annual “Top 10 Parts of the Year” wrap-up, and Slam City’s blog has some words on the year’s best videos.

…aaannndddd Village Psychic made a “Best of 2017” mix of the year’s ACTUAL S.O.T.Y., regardless of what the yellow t-shirts may have told you.

“Belgrade is the best city I’ve ever been to in my life.” The Rios Crew continues to inspire skateboard travel dreams far outside the conventional Euro destinations with each new clip. “Dunja,” their latest, hits Serbia’s capital, Montenegro and Croatia.

“Platano” is the new montage from our friends down at Andrew Skate Shop in Miami.

Jason Lee’s Video Days part was a starting point for a $3.6 billion crossroad.

Vol. 4 of Elkin raw files. You think Thrasher is gonna give us a Louie “West End” one?

QS Sports Desk Play of the Week: It’ll never not be funny that Kyrie was just like “nah, I don’t wanna play with this dude anymore.” He lost yesterday, but this was sick.

Quote of the Week: “You should just make Q.S.S.O.T.Y. ‘The Max Palmer Award.'” — John Choi

Official 2017 end credits song ♥

An Interview With Lucien Clarke

Interview & Intro by Zach Baker
Original Photos by Mike O’Meally
Collages by Requiem For A Screen

Despite our many Ludditical tendencies — like an asinine reverence for a MiniDV camera that was born the same year as Meatball — skaters can all agree that the internet has been a great thing for us. You can argue about megapixels, what to call a nollie cab (the correct answer being “nollie cab”), and which tricks do and don’t deserve Renaissance; the globalized culture of skateboarding has benefitted as a result of our generation’s interconnectedness. From the ease of recording it, to the ease of uploading, sharing, and seeing it, makes it feasible to peek into any scene to see how people skate, dress, talk, and talk shit.

For a person from the eastern United States, one thing that I’ve come to terms with is how little my peers and I actually know about the scenes and histories throughout Europe and really, much of the world outside of the U.S. I thought I knew a little something about the U.K. from watching Blueprint videos, liking Tom Penny, and retaining a handful of shit that’s gone down at Southbank, but in recent years of following dudes like Science Versus Life, I’ve been shown myriad photos from mags, photographers, skaters, and spots I had never heard of.

This sense of cluelessness is heightened when sitting down to watch Palace’s first video. Palasonic, a seemingly authoritative report on what’s going on in London, was logged camcorders of the cavemen, captured digitally on a tripod from a VCR, then edited on a twenty-year-old Macintosh. Convoluted as this may be, it gives the vid a sense of timelessness and intertextuality with a regional past that, frankly, I know very little about. So, I talked to Lucien Clarke, the man with the video’s seven-minute ender, whose rumored to be able to singlehandedly sell out even the most flamboyant Triangle-stamped kits just by filming an Insta line in them.

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Skateboarding & Color Coordination — A Retrospective

A #NYFW Special Report

Words & Interviews by Frozen in Carbonite
Photo Collages by Requiem For A Screen

Skating writ large prides itself on a “no rules, bro!” ethos. #Menswear, an entity with which skating has become increasingly intertwined of late (via Vogue Skateboarding Magazine, etc.), has all kinds of rules. No black belt with brown shoes. No wearing white after Labor Day. One’s tie can’t go past one’s belt. Skating has no such faux pas — except for MAYBE brand-mixing — i.e. one can’t wear a Venture shirt if one is skating Indys or Vans socks if you’re wearing Nikes.

But what if I told you that skaters have curated their own sartorial code for decades — painstakingly color-coordinating their shoes, shirts, hats, and even spots? However, the modern-day thrift store aesthetic has left color-coordination by the wayside, even as color-blocking seemed to make a comeback last year, or some shit. So, in conjunction with New York Fashion Week, enjoy this retrospective of color coordination while you’re waiting to get into the Wang party or whatever.

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