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.
“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.
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?
This past year, nobody else incited as many smilesand remindersof the gloriousescapism 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 :)
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.
“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.
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.
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.