Skate Hard Goods: Manufacturers Explain Their Brand

Eric Bennett

• June 19 2008
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We hit up 60 of the nation’s top skateboard manufactures to get a feel for what they’re all about. Here’s what we found out:

5BORO

Started in 1996 as a collective of skaters, artists, and friends 5boro, has grown into an internationally recognized brand that goes beyond outstanding product and “grassroots” marketing. 5boro’s dedication to the local NYC community and all who skate through its streets and beyond truly gives back to the people who have made 5boro possible. Two of the designs on the boards featured were crafted from a custom made letterpress typeface created on the lower east side of Manhattan, while the third was hand drawn by the artists Uncle Geez, who is one of the main contributors to 5boro’s creative extension call “5boro Projects.” From the letterpress to the hand-drawn, to the graffiti style, this season’s graphics focus on type taken from the streets that make up the boros we live, skate, work, and create in. (Photo: Steve Rodriguez, Founder)

ALIEN WORKSHOP

The Alien Workshop was formed in early autumn, 1990. Its intent from the beginning has been to create a skateboard company singular to itself. This intent will be echoed again in the upcoming video release titled Mind Field. Mind Field, like everything Workshop, will push all boundaries of skateboard aesthetic, thought, and design. The addition of Arto Saari to the Sovereign Sect adds to the movement. The Arto Abduction series includes a full campaign of new products including three decks, t-shirts, a pillowcase, posters, and stickers. The latest Workshop line offers decks from ten different pros, numerous price point boards, wheels, hardware, griptape, and more.

ALLIANCE

Here at Alliance, our boards are made in the USA with 100 percent Canadian hard rock maple. The boards featured are the Chris Dobstaff Counterfeit Series, Daxter Lussier Staring Contest and the Logo Skull team board. Our first promo video is finished, and it will be included free with our new boards and shoes. Keep an eye on our website for team videos and new product updates. (Photo: Daxter Lussier, Brand Manager/Marketing)

ALMOST

Shit, we just have an endless obsession with skateboarding and developing the best product possible. (Photo: Luis Cruz, Brand Manager)

ARBOR

Arbor released its first skates in ’99. Since day one, the goal has been to use environmentally friendly, natural materials to create a better made, better looking, better performing skate. When we started, Arbor was one of only a handful of companies talking about protecting the planet. That has finally changed. Today, Arbor advocates the idea that you can’t just be “green” for the sake of being green. If it were that easy, we’d all have started wearing hemp back in the 90s. Choosing an environmentally friendly alternative should not involve sacrificing performance. We want our customers to expect improved design via eco-solutions accessed in responsible ways. This more modern approach to environmental thinking and skate design defines the Arbor tradition. (Photo: Greg Bergen, Skate Sales Manager)

BACON

Bacon is our motto. So good to eat, to smell—we all love bacon. My veggie friends would kill to make tofu taste like bacon. It’s like skateboarding: so good and at the same time it may eventually kill you. Those of us truly living will eat it and accept the consequences. (Photo: Tim Eberly, General Manager)

BAKER

Baker is skateboarding. We live it, breathe it, eat it, smoke it, and then shit it out onto the skate industry. We have skaters that do what they love, and baker is their home. They don’t belong anywhere else. No gimmicks, no reality TV show, no energy drink sponsors, just a bunch of skaters with a shitload of issues who know how to shred. You don’t like what we’re about then go fuck yourself. Love, Baker Skateboards. (Photo: Sammy Baca)

BEER RUN

Beer Run is the dream that we’ve all had. To skate, drink a few beers, and hang with our friends both old and new. At Beer Run we’re remembering what got us into skating in the first place—skating. No rules, just skating with our bros. Bros like Richard Sarrazin, Joe Hutchison, Craig Williams, Jonny Manak, Jason Womack, Genius, Gavin O’Brien, Rob Brown, Keith Cochrane, Heavy Metal Chuck, and Nick Matlin. All of which have Bro Models on the way. Or, check out the Beer Barrel for your next Beer Run. Unique riders, unique shapes, fresh ideas. Beer Run Skateboards….Catch the Buzz.

BIRDHOUSE

Led by Tony Hawk, the godfather of modern day vert skating, and Per Welinder, the only man to ever beat Rodney Mullen in a freestyle contest, Birdhouse was founded in 1992 and continues to roll long and strong. Featuring amazing street and vert teams, Birdhouse offers signature decks by Steve Nesser, Matt Ball, Shaun White, Brian Sumner, Willy Santos, and of course a large selection of Tony Hawk boards. Birdhouse decks are available in the incredible Black 6 construction and traditional seven-ply maple construction. And for those who like to flow when they roll, the brand offers everything from 36” Liquor Store Cruisers to 26.5” 70s Street Boards. (Photo: Derek Richardson)

BLACK LABEL

Trends come and go. Coolness grows and falls, but the ride remains the same. Just you, your board, and a few good friends striking while the iron’s hot. Get some while the getting’s good. Right here, right now…Black Label Skateboards. The Cold Ones series is inspired by the summer backyard party and designed by John Lucero. The Lost Highway boards feature some of the biggest stars in music with original artwork by Jason Adams. The Shuriken Shannon Chocolate Thunder board, well what can we say? It’s butterloaf son! (Photo: Brandon Jacobson, Domestic Sales/Customer Service)

BLIND

Blind’s focus is to support skateboarders who push skating to the next level. Individuals who are comfortable being themselves and skating any terrain that comes their way. Skaters who aren’t concerned with fitting into the latest popular “mold.” Our company is unique because each rider on our team is undeniably talented and has his own distinct style and personality. While half our focus is on skateboarders, the other half is on putting out quality product. That’s why we work to develop new technologies. Our Eternal Life decks and wheels allow skaters to push the limits of skateboarding without being limited by their gear. (Photo: Blind’s Brand Manager Bill Weiss)

CHOCOLATE

Yes, he was the most beautiful prince that was ever born. Of course, being a prince, people said this, but it was true besides. When he looked at the candle, his eyes had an expression of earnest inquiry quite startling in a newborn baby.

CITY STARS

Kareem Campbell is best known for opening skateboarding up to the black community and bridging the gap between east coast and west coast skateboarding. Kareem’s City Stars Brand has brought up some of today’s skateboard superstars like Paul Rodriguez, Mike Taylor, and Devine Calloway. Kareem teamed up with Finesse to offer the City Stars collection for all the die-hard fans. All boards are produced in limited runs. (Photo: Kareem Campbell, Owner)

CREATION

Highgrade Distribution offers many new hardgoods and softgoods for the Spring/Summer 2008 season. Creation Skateboards has introduced its Enchanted Forest and Royal Wraps series, as well as the Dave Caddo “Bamboo Boozer Cruiser” which is made out of bamboo. (Photo: Craig Nejedly, Owner)

DARKSTAR

Darkstar is all about strong graphics, innovative deck constructions, and exclusive performance wheel technologies. We are committed to making superior products that surpass industry performance standards and carry the best guarantees available. Our exclusive master urethane wheels are guaranteed not to flatspot, and our armor light decks are guaranteed against breakage for 30 days. This season’s line is true to our beliefs and passion for making the best product possible combined with great graphics and industry leading guarantees. (Photo: Chet Thomas, Brand Manager)

DEATHWISH

Baker Boys Distribution proudly presents Deathwish skateboards. Deathwish is made up of murderous ams Brian “Slash” Hansen and Ramiro “Furby” Salcedo, and Baker O.G.s Jim Greco and Erik Ellington, along with the Green Room Beast “Lizard King” and introducing the debut pro model from the infamous, recently incarcerated and released then re-incarcerated and re-released, blood killin, 40oz spillin, Antwuan Dixon! So be on the look out for the new promo titled Baker Has A Deathwish and a gang of product next month in skate shop near you!

DOGTOWN

For nearly 30 years, Dogtown Skateboards has been synonymous with hardcore skateboarding and its cult-like following. Founded by Jim Muir and Wes Humpston in Venice, California in 1978, Dogtown Skateboards reflected its surroundings. Gang graffiti inspired graphics and an “F.T.W.” attitude kept Dogtown original and separated it from other companies—a legacy that continues today. (Photo: Kevin Lewis, Marketing Manager)

ELEMENT

Element is pushing hard to the streets with a solid hardgoods line up. Element knows what you want, when you want it, and this line delivers. We’ve toiled over our catalog to make sure it is the best Element has to offer. Holiday 08 features technology, functionality, style, and pure skateboarding. With an expanded wheel category, amazing Phase 2 trucks, and nine Push graphics, we have you covered. This line up is poppy and full of color with a graphic palate to satisfy all takers. Forward Ever Backwards Never! (Photo: Jeff Osthus, VP of Sales)

EMERGENCY

Paid In Blood. Skateboarding is all about style and originality—when skateboards had shape and purpose. Where every ride counts, and speed is the name of the game. The history of skateboarding is deep and should not be taken lightly. Dedicated to all who know skating and will not be stopped. Emergency is here, now, then, and forever. Come take a ride on the wild side!
The Jeff Grosso Devil Bat is the rebirth of a classic graphic on a modern shape to commemorate the upcoming release of Grosso’s first pro shoe from Vans. Jimmy The Greek Caesar comes from a long line of skateboard parodies. This one had to be done, it was too perfect! The Emergency Banner board is a graphic standard that you can count on.

FINESSE

Finesse has been a longtime dream of ours. The dream was simple: we wanted to start a positive art form brand that would make an impact on the skateboard culture. After years of skating and working for other skateboard companies, we decided it was time to start our own brand. We exist to spread hope, inspiration, and love to this culture. At Finesse, we strive to bring you the best quality products around. Featured is the Armor Series with pro models from Rod James, Kareem Campbell, and Jed Shooter. (Photo: Steve James, President/Creative Director)

FLIP

In addition to their seemingly endless stream of diverse and creative products, Flip is known as having the most diverse and highest level team in skateboarding. This did not happen by chance and Flip has built this reputation since starting out in the USA in 1994 from humble beginnings. While countless other brands have come and gone, Flip has stood the test of time and today the Flip team is stronger than ever. Flip’s younger riders are coming on fast and strong to continue the company philosophy of “being the best you can be.” Only the most talented riders are offered a place on the team, and the emphasis has always been on remaining core and staying true to skateboarding’s traditional values.

FOREST

Forest was created in 2007 because skateboarding needed it. For those involved, the timing was just right and a huge Forest grew from a group of seeds. A collective of great ideas, quality wood, and a major focus on art was just the start. Forest has a solid, diverse team of riders on a mission to make the best out of skating. There are several series of decks available in the Forest line: the Art Series, where our Art Director Teddy Kelly features other artists’ work through our decks; the Awareness Series, to make moves that protect our environment; Platinum decks with metallic colorways; and our Pro Models. There are also price point decks, and two cruisers available as well. The near future of Forest involves programs that are designed to help the environment, give back to the buyers and shops that support the brand in efforts to be eco conscious, and continue to bring raw skating to the concrete jungles of the world. The Forest is thick, so follow the Bliss.

FOUNDATION

Foundation Skateboards was started in 1989 by skateboarder Tod Swank. This was the company that started it all. The drive was freedom of creativity and individual expression, as well as to free the binds of corporate tyranny on the skateboard culture. Today Foundation Skateboards has some of the most talented skateboarders in the industry including the likes of Corey Duffel, Don Nguyen, Sierra Fellers, and Gareth Stehr just to name a few.
The mid summer catalogue includes a board series with featured artwork from Kelly D. Williams as well as the new hope vertigo graphics. The overall look for the season is taking the old and making it new again. Notice all the circle F graphics? Yeah back to the roots. (Photo: Tod Swank, Founder)

G&S

G&S is making a comeback, with a solid San Diego based street team headed by new pro rider and team manager, Kien Lieu, aka “Donger.” Check out two of the new street decks featured in the product preview. The New “&” logo hails the 90s. Expect to see lot more to come from this division. All G&S boards are made in the USA at Watson Laminates. (Photo: Kien “Donger” Lieu, Street Team Manager)

GIRL

Whither he went or who went with him, it is impossible to say. But I myself believe that his godmother took him, on his traveling cloak, to the Beautiful Mountains. What he did there or where he is now, who can tell? I cannot. But one thing I am quite sure of: Wherever he is, he is perfectly happy. And so, when I think of him, am I.

HABITAT

Since its inception in late 1999, Habitat Skateboards has produced a dynamic product line that includes quality decks, wheels, apparel, and accessories. Our products place equal value on design and ecological responsibility. Habitat has pioneered both hemp and bamboo construction decks, providing an alternative to the conventional 7-ply skateboard. Habitat’s latest earth friendly board construction is called Eco-Ply. Eco-Ply decks are made in the USA using FSC approved wood that is harvested in a sustainable manner, a vegetable based clear coat instead of an oil-based lacquer, and an FDA approved, biodegradable, non-toxic glue. The entire Habitat line is designed to push both skateboarding and environmental consciousness.

HEROIN

Heroin Skateboards was started in a hospital bed after I severely broke my wrist in 1998. I spent four days in the hospital, during which time the lease on my house ran out, leaving me homeless, and my girl couldn’t handle the stress of it all and decided to leave me. At some point after all this, Heroin Skateboards was born. I know what you’re thinking, the name right? Let me explain. In England we have something called Irony. Me being straight edge and owning a company called Heroin Skateboards is a good example of this. People over here understand that it’s about addiction to skateboarding. Having a smashed wrist with pins holding it together, being homeless, and having my girl leave me made me realize that I really love skateboarding and no matter how bad it’s going to break me off I can never quit.
The new boards are our ten-year anniversary series, featuring art by both our buddies and people we admire. We also have the Fuck Drugs Lets Skateboard out too, in case the message is unclear.

HOODLUM

Since its inception in 2001, HDLM has endeavored to support East Coast skateboarding and produce quality decks and apparel. Currently the team includes pros Toebee Parkhurst and Gary Smith, along with some of the best up and coming ams from the eastern seaboard. Look for big things coming out of the HDLM camp in the upcoming year. (Photo: Pete Panciera, Creative Director)

HOOK-UPS

Founded in the summer of 1993, Hook-Ups has filled a niche that no one else seemed to notice was empty. Hook-Ups founder Jeremy Klein saw fit to take his company’s image in a new direction—Japanese animation.
Realizing that Japanese animation was a million years ahead of every other kind of art form and that no one else was making Japanese goods (not only in skateboarding, but anywhere), Hook-Ups dove head first into creating a line of products that redefined the boundaries of skateboarding imaging.

JART

Founded in 2001 in the Basque Country of Spain, Jart Skateboards has grown into one of the most well-known and recognized names in the European Skateboard Market. Known for quality decks, pressed one at a time using only the finest USA Hard Rock Maple, Jart is establishing itself in the U.S. with the launch of new products, designs, and a few new U.S. rider team additions. Our slogan is “Cuz skateboarding is more than wood under your feet.” (Photo: Product Manager Iban Iraola, CEO Igor Iraola, and Chief Sales Manager Ander Iraola)

LISTEN

The term that bests describes Listen and our philosophy is “street-level.” This phrase has many meanings. Being an independent skateboard company with no major distribution house funding us, we had to start from the bottom—the street-level—and work our way up. If anything, being an underdog gives us more heart. We are Listen, we live and die for this! The product featured is Lotti Danny Montoya Board, LRG Collaboration Rob Gonzalez Board (which comes with sunglasses and a bandana), and Litho Brian Brown Board. The spring ’08 line shows the diversity we have, from team riders to graphics. Our inspiration comes from a variety of places and this season shows a sampling of this. Listen Up! (Photo: Danny Montoya, Founder/VP, and Rob Gonzalez, Founder/Creative Director)

MINI-LOGO

MiniLogo skateboards are manufactured by the source of some of the finest brands in the skateboard industry. MiniLogo doesn’t skimp on quality materials or workmanship, and our decks and wheels are still made in the USA. ML means no nonsense quality and performance at a great value. No frills, no hype, just performance, guaranteed. If you are tired of expensive, dubious quality skateboard products, poorly made in China, and just want to skate, MiniLogo is for you. If you need more proof, come to the Web site and read the testimonials. Minilogoskateboards.com.