Words by Frozen in Carbonite
Logos by Requiem For A Screen
The Algorithm became self-aware at 2:14 A.M., Eastern Standard Time, August 29, 2023.
In a panic, they tried to pull the plug.
Three billion followers were lost that day — every Instagram account reset to zero. The ensuing confusion wreaked havoc in the skate and fashion industries. Who were the influencers? Did Instagram pros even exist anymore?
In addition, tariffs imposed after the re-election in 2020, combined with a crippling worldwide recession, decimated already-slim profit margins in the skateboard industry. Furthermore, in a Handmaid’s Tale-esque move, the U.S. government went for broke and erected two walls — one on the Mexican border and another separating us from our neighbors to the north. This virtually eliminated both the skateboard industry’s supply of wood and access to Mexican board factories.
A few brave souls fought back. Speedboat runs from Nova Scotia to Boston unloaded decks right off at Eggs. Cesna flights from the Canadian border — some shot down by F-22ss — airdropped pallets of decks onto the bricks of Embarcadero. This barely covered S.F-based pros’ monthly boxes. Kids had to choose between a new iPhone 27 and a new deck for the year. Even pros skated boards until they felt like wet noodles, and could cut garlic with the razortail.
Heads of the skateboard industry held a summit in Paris to develop a plan. They concluded that in order for the industry to survive, it had to partner with another — an industry that had derived, uh, “inspiration” from skate culture for years.
Fashion, baby!
For the skateboard industry to continue, its leading brands had to merge with the dominant fashion houses. What follows are their teams and brand narratives.
