The fall and rise of skateboard chic

Skateboard chic: high rolling Photograph: John K. Goodman/Getty Images/Flickr RF

The Guardian recently wrote this pretty interesting article on skateboarding culture and the trends it creates.  It is a nice mainstream look at the now multi million dollar industry. With perspectives from skateboarding legend Keith Hufnagle and photographer, skater and creative consultant for skate brands Analog and Gravis, Mark Oblow talk about popular cultures influence on skateboarding.  They talk about Supreme and its London opening, Busy P, Jason Dill, and Odd Futures Tyler the Creator.  They even speak a little about the sale of Volcom to PPR (the parent company to brands like Gucci and YSL).  Full story here.  Enjoy.

When Supreme opened its London store this September, the young and well-heeled spilled on to the streets of Soho from a launch party many had queued for hours to get into. Inside, Ed Banger Records label owner and Parisian DJ Busy P rubbed shoulders with legendary skaters such as Jason Dill. This was more than good PR for the New York-based skater brand, recently worn in prolificacy by Odd Future’s Tyler the Creator. This was an event that marked a remarkable change in fortunes for a fashion once largely dismissed as the style concerns of waster teenagers.

Tyler the Creator wearing SupremeTyler the Creator wearing Supreme. Photograph: Daniel Boczarski/Getty Images

Supreme started life in the mid-90s, when New York skating was at an all-time low. Companies were going out of business, skaters couldn’t afford to live off their sponsorship and the sport had developed a reputation for being popular among a nuisance generation of slacker kids. The idea that, a decade down the line, skater fashion would not only occupy a burgeoning corner of the market but also infiltrate high fashion must have seemed absurd. But that is what’s happened.

This spring PPR, the parent company of Gucci and Alexander McQueen, bought the Californian skate company Volcom in a deal worth $607m. The leap in Volcom’s stock to $24.39 from $19.73 when the deal was announced in May even prompted some law firms to take a closer look at it because they claimed shareholders weren’t getting a fair price.

Full story here 


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