A Broth Follow-Up — Jordan Trahan’s ACE Part

There’s no part like a hometown part (or, let’s say home state part), and Jordan’s latest is a de facto sequel to his section in Broth, the New Orleans full-length that dropped late 2020.

Released by Ace (“ride these trucks or you’ll fucking die“) and under the direction of Broth videographer Charles Johnson, New Orleans skating always feels wholly of its own world — making the most of their scene, in a place truly unlike anywhere else in America. Had a chance to visit that Crescent Park pier they all skate over the holidays, and that wood ground demands an level of precision that you can only learn by having it be your local.

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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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