Skaters! What is going on inside of their heads?!

For years, marketeurs and admen have tried to unlock the secrets of the skater brain. If skaters are, in fact, the first adopters of everything they fancy themselves to be — wouldn’t the quickest way to a portfolio full of retainers be unfettered access to that well of trend forecasting?

But the skater brain has proved elusive. It is guarded behind a wall of trick jargon, indecipherable slang, and a chorus of YEEEEOO‘s. Even superficial factors can be hard to read. Clothing, one of our most outward identifiers of taste, remains a maze of false starts, confusing denim and broken promises. Something as simple as a skater’s t-shirt can be a mystery wrapped in screenprinted enigma.

More »