Skateboard brand – Skateboarding Italia Wed, 11 May 2022 10:55:27 +0000 en-US hourly 1 Skateboard brand – Skateboarding Italia 32 32 Volkswagen plans new brand of Scout electric SUVs for North America Wed, 11 May 2022 10:55:27 +0000

The automaker would develop rugged electric pickups and SUVs under a new sub-brand for the US market.

The Volkswagen Group is looking to create a new brand of electric SUVs and pickups focused on the US market. According to reports, the company is set to revive the Scout name for the new electric vehicle brand which will offer a range of SUVs and rugged trucks. This will mark the revival of the name in the United States which was previously used for an SUV in the 1960s and 1970s by International Harvester, now Navistar. The VW Group would own the rights to the Scout name in the United States through its commercial vehicle subsidiary Traton under the Navistar brand.

According to reports, the VW Group plans to operate the Scout brand on a standalone basis alongside its existing US brands such as Volkswagen, Audi, Porsche, Lamborghini and Bentley. VW’s board is expected to make a decision on that in the coming days with plans to bring the new Scout-badged models to market as early as 2026.


The Scout name was originally used for an SUV in the 1960s and 1970s retailed by International Harvester (now Navistar International).

Photo credit: Jeremy from Sydney, Australia, CC BY 2.0 via Wikimedia Commons

Volkswagen plans to sell up to 2,50,000 Scout-branded vehicles per year in the United States, given the popularity of SUVs and pickup trucks in the market. The company is reportedly considering setting up a third North American manufacturing facility to produce its Scout-branded models. The company plans to create dedicated skateboard architecture for the new Scout brand for a line of off-road SUVs and pickup trucks.

The group is reportedly considering an initial investment in the region of $1 billion to prepare the project with plans to find additional funding from outside investors.

Trucks and vans should be similar in size to the US-specific VW Atlas and Amarok.


Skoda currently uses the Scout name on the more off-road-centric variants of its models. Skoda Octavia Scout pictured.

While initially the brand will only be sold in the United States, the company plans to expand to other markets in the future.

The VW Group currently uses the Scout name as a suffix on its line of tougher, off-road-centric variants of Skoda cars. Notable examples include the Skoda Kodiaq Scout and the Octavia Scout estate. The group does not currently offer cars under the Skoda badge in the United States.


Source: WSJ

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Dickies 100 Years Collection Celebrates The Brand’s Heritage Of Great Workwear Sun, 08 May 2022 21:00:15 +0000

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This year, Dickies celebrates its 100th anniversary. It couldn’t have come at a more opportune time, as the workwear trend shows no signs of slowing down. The Fort Worth-based company was founded in 1922, which means it’s been making workwear essentials like the Eisenhower jacket and 874 work pants for a century.

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To celebrate its centenary, the brand is releasing a 100 years collection for men and women. It’s less a greatest hits album than a remix; Dickies staples are updated in updated fits and all-cotton fabrics. The collection launched early last month and includes stylish pieces for both men and women.

Dickies workwear makes it a strong contender for Carhartt, the Michigan-based workwear brand that has established itself as one of the most stylish in the downtown area. In fact, the workwear trend has proven itself even a decade after the heyday of menswear, and Dickies is arguably the brand of the moment. The 874 pant, in particular, has proven to be a popular alternative to denim as it can be easily dressed up with sneakers and graphic tees. Or you can lean into the look by wearing work boots and flannels. Either way, there’s no wrong way to rock Dickies right now.

And while Dickies are tough, you don’t have to pay a lot for that kind of durability; their 874 pants can be had between $20 and $30.

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Dickies over the years

Dickies was founded in 1922 by three family members and was originally called Williamson-Dickies Mfg. Co. The company specialized in suspender overalls for workers. During World War II, Dickies was commissioned to produce military uniforms, cementing its legacy as a hardwearing clothing brand. And long before it was fashionable to wear matching sets between women and men, Dickies advertised as early as the 1950s sets of matching work shirts and trousers to wear to work. In postwar America, Dickies gradually expanded its operations and fan base. Although associated with auto mechanics, Dickies fans have come to include people whose favorite four-wheeled vehicle was the skateboard.

In addition to skateboarding, Dickies have been appropriated in hip-hop culture. Among the brand’s fans were rap icons NWA, who wore patch-pocketed button-up shirts and matching pants with Nikes. It’s a look that can be worn today, which is because Dickies pants and shirts are incredibly simple. Compared to Carhartt’s rugged, khaki look, Dickies has generally had a more streamlined and subtle look that makes sense with a clean pair of white trainers. The button-pocket shirt is neither too casual nor too dressy, while the 874 pant has a boxy but not baggy fit that can be worn by people who are still learning to let go of their skinny jeans.

Dickies’ century-old collection is divided into denim, twill, headwear and graphic tees, so you can buy the pieces from each subsection or mix and match them as you see fit. The pieces are slightly more expensive than the average Dickies garment, but not outrageously so as this is a special collection.

Check out some of our top picks from the Dickies 100 Years collection.

Dickies 100 Year Denim Chore Coat, Indigo Blue

Chore coats will always be in style, and even if they aren’t, it’s hard to argue with the ample pockets you get with this work-inspired style. This jacket is cut from heavyweight 100% cotton denim and has four pockets, including a chest pocket secured with a button.



Buy: Dickies Chore Jacket $109.99

Dickies 100 Year Double Knee Denim Jeans

These remixed jeans are both modern and classic. Like regular jeans, they’re made from 100% cotton, but these pants skip the traditional five-pocket design found on jeans and opt for side slash pockets, with an additional thigh cargo pocket. The pants have reinforced knees for durability.



Buy: Dickies Double Knee Denim Jeans $94.99

Dickies 100 Year Long Sleeve Work Shirt

This durable work shirt is made from 100% cotton, cut from hard-wearing twill. It has two buttoned pockets on the chest, as well as a slot for a pen. The chest pocket also features the classic horseshoe logo.



Buy: Dickies Work Shirt $99.99

Dickies 100 Year Satin Work Trousers

Go for a coordinated look and get the pants with the shirt, which is also 100% cotton. The pants have a regular, relaxed fit for a more casual look.



Buy: Dickies Pants $94.99

Dickies 100 Year Anniversary T-Shirt, White

This Dickies t-shirt is made from a cotton/poly blend and features a special edition logo on the chest pocket and a plain back. It is available in black, white or grey.



Buy: Dickies T-shirt $24.99

Dickies 100 Year Beanie, Black

No outfit is complete without accessories. Top it all off with this logo beanie from Dickies, which features the limited edition centenary logo and is made from hot acrylic.

dickies beanie

dickies beanie

Buy: Dickies Beanie $24.99

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Streetwear brand Noah launches clothing capsule with JIMI HENDRIX Estate Wed, 04 May 2022 22:18:21 +0000

Streetwear brand Noah has released a clothing capsule in collaboration with official Jimi Hendrix store, Authentic Hendrix, bringing 70s-inspired style to fans. Shop at

The brand states:

“Before leaving us at the age of 27, Jimi Hendrix gave us one last gift: a recording studio in downtown New York called Electric Lady. It would have been the only artist-owned studio at the time and did not officially open until weeks before his untimely passing. Since then it has hosted generations of legendary artists – including Stevie Wonder, Led Zeppelin, the Clash, Patti Smith, David Bowie, the Soulquarians and Jay-Z.

“What suits us. It’s a diverse group of artists who have each made music again – reflecting the many ways we admire Jimi Hendrix and how his legacy seems to transcend time and space.

“This season, Noah is proud to present a capsule collection in homage to Jimi Hendrix and his uncompromising pursuit of his creative vision.”

Merchandise includes a skateboard deck featuring Axis: Bold As Love album cover, “And The Gods Made Love” signature t-shirts and sweatshirts, and vintage flower prints of Woodstock.

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Monkey 47 gin collaborates with Japanese fashion brand A Bathing Ape Fri, 29 Apr 2022 09:16:00 +0000

Brand collaborations are the hottest retail trend right now. Whether it’s charities teaming up with companies to promote a common cause, celebrities creating for fashion brands or luxury brands partner with FMCGthere seems to be an endless supply in the market as companies try to reach new consumers and audiences.

Fashion brands are the industry’s biggest collaborators, and they have a penchant for teaming up with liquor companies. The latest to jump on the bandwagon is Pernod Ricard’s Monkey 47, a batch-distilled, handcrafted gin from Germany’s Black Forest, in partnership with acclaimed Japanese streetwear brand A Bathing Ape (BAPE ).

Photo: Courtesy BAPE x Monkey 47

The partnership will see the release of a limited-edition Monkey 47 Schwarzwald Dry Gin bottle and a collection of BAPE capsules, which will be available in 10 countries around the world, including Hong Kong, the United States, China, Japan, Taiwan, Malaysia, Dubai, Singapore, UK and Germany. From April 30, the clothes will drop at BAPE’s flagship store in Times Square Hong Kong, while Monkey 47 bottles will drop at Watson’s Wine, Hong Kong Liquor Store, Hong Kong Liquid Gold and others. retailers in the city.

BAPE x Monkey 47
Photo: Courtesy BAPE x Monkey 47

Gin collectors and cocktail aficionados can collect the new limited-edition bottle of the Monkey 47 featuring its “wunderbar” jungle print combined with BAPE’s camo pattern. Inside the bottle is the same robust gin with floral, spicy and tangy citrus notes that Monkey 47 is known for.

The capsule collection will include iconic pieces – Hawaiian shirt, hoodie, t-shirt and skateboard – in BAPE’s signature ABC camouflage pattern available in green, pink and blue colorways.

Interested in hanging a piece from the collection? Aside from BAPE’s brick-and-mortar store, the collection will be available in limited editions on and

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NXT: Gacy’s Druids are at the forefront of a brand of ridiculousness Wed, 27 Apr 2022 04:26:38 +0000

NXT 2.0 regularly features cheesy dialogue and stereotypical derivative characters, but Joe Gacy’s druid army may take the cake. In the final segment of tonight’s episode, druids surrounded the ring as Gacy described his cast version of NXT – an acceptance version, but “mission not quite accomplished”. After sending NXT Champion Bron Breaker into a tailspin last week, Gacy said his opponent was not cleared for next week and a new champion would be crowned. But WWE Hall of Famer Rick Steiner says his son will defend the title at NXT Spring Breakin’. Before the druids could attack, Breakker arrived and cleared the mass of cloaks before Gacy cut the wind off the champion – and the show.

Nikkita Lyons vs Lash Legend

“The Twitterverse is frothing at the mouth as we speak,” read a comment on Lyons. The hype, however, stops when the bell rings because the two contestants’ striking play is so noticeably awkward. Granted, rookies Lyons and Legend have improved since they last met, and the former takes the overall victory with a tornado kick. Natalya immediately attacks the winner, but the backup is Cora Jade with a skateboard in her hand.

Winner: Nikkita Lyons

Roderick Strong speaks sternly to Diamond Mine: “This band is too good to fall apart like my last band did!” He brings in Ivar and Erik from the Viking Raiders, who will be the Creed Brothers’ hand-picked opponents next week.

Tony D’Angelo vs. Von Wagner with Mr. Stone

Backstage, D’Angelo says, “When I’m done with the excitement of sir, he’s going to sleep with the fishes. Santos (Escobar)! You know what I’m talking about, don’t you, man? D’Angelo is deceptively tall, but Wagner still uses his height advantage in the first steps. Stone – who has obviously also been the victim of name deletions – applauds Wagner at ringside as he slams D’Angelo into the apron before picture-in-picture. They trade strikes and D’Angelo takes his opponent down with several belly to belly. As D’Angelo is sent off, Legado del Fantasma jumps onto the apron and Escobar attacks his rival with a foreign object. Two of D’Angelo’s “wise men” fend off LDF, but Wagner delivers a big boot for the overall win.

Winner: Von Wagner

Toxic Attraction directs gruesomely clichéd insults at newcomer Roxanne Perez, who challenges the faction to a match tonight.

Josh Briggs, Brooks Jensen and Fallon Henley are motivated to take down Legado del Fantasma. The beautiful Sofia Cromwell passes and Jensen naturally loses his concentration.

Nathan Frazer is to make his debut, but his opponent is caught off guard by Grayson Waller, who is more incredibly obnoxious than usual. He starts talking to Chase University saying, “Your sorority girls are built like refrigerators!” Frazer leaps out and takes Waller out with an intense dive, and Andre Chase describes it as a “teachable moment”.

The first-ever NXT Women’s Breakout tournament begins next week, and a package for Arianna Grace showcases her background in boxing and mixed martial arts. Oh, she’s also Santino Marella’s daughter!

Tiffany Stratton is interviewed backstage before Grayson Waller interrupts her, and they agree on Nathan Frazer’s “terrible accent”. Waller “can’t put up with anyone with an accent” despite being Australian.

Kayden Carter and Katana Chance vs. Yulisa Leon and Valentina Feroz

It’s been an eventful week for 5’0″ Chance, who changed her name from Kacy Catanzaro and was included in the WWE 2K22 Banzai Pack DLC along with other short characters such as Yokozuna, Umaga, Rikishi and Omos. Meanwhile, Leon makes his comeback as Chance is mysteriously knocked out at ringside, the latter eventually recovers and hits the 450 Splash for the win.

Winners: Katana Luck

The referees and the doctor take care of Brooks Jensen, who is devastated by a leg injury. “They did that!” his partner Josh Briggs screams.

Kay Lee Ray is now to reintroduce herself as Alba Fyre. “A resurrection where I come from,” she explains.

Josh Briggs and Fallon Henley vs Legado del Fantasma

Briggs and Henley are outnumbered with the absence of Brooks Jensen, but the big man still cuts through the opposition. As Joaquin Wilde takes over, Mr. Stone joins in the commentary to explain that “just like Ikemen Jiro had wandering eyes, Brooks Jensen had wandering eyes. So you two do the math. Henley and Elektra Lopez fight somewhere, and Briggs loses yet another partner. Wilde and Cruz Del Toro hit their double team for the overall victory as innocent men.

Winners: Legado del Fantasma

Natalya and Lash Legend are interviewed backstage, and the premiere will “find out how flexible Nikkita (Lyon) really is” at NXT Spring Breakin’ next week.

Kiana James “brings sophistication to this Breakout tournament. I’ve calculated all the odds, and this tournament is going to work out in my favor. So she’s an accountant?

Solo Sikoa vs. Trick Williams with Carmelo Hayes

North American Champion Cameron Grimes is commented on as Williams aims for his opponent’s left arm. William’s suave mic skills have unfortunately yet to translate to smooth work in the ring, making this match painfully methodical. Sikoa brings great energy with his return and definitely puts his opponent away with a splash off the top rope. Next, Grimes comes face to face with Hayes before being superkicked by Sikoa.

Winner: Solo Sikoa

Edris Enofe is confident about his match with Malik Blade with the Viking Raiders. He urges his partner to shout, “I see speed, I see power, I see heart, and I see a badass who isn’t afraid of anyone!” These two are an underdog team to follow.

Legado del Fantasma celebrate their victory before turning to Tony D’Angelo. Santos Escobar says: “He tasted his own medicine…an eye for an eye.”

Malik Blade and Edris Enofe against the Viking Raiders

Smackdown’s Ivar and Erik do something worthwhile again as the audience chants “Welcome Home“. Enofe gets a solid attack before being completely mauled by the opposition. Ivar scraps Blade’s comeback attempt and a double slam gives the Viking Raiders their biggest win in ages. Friendly vikings shake hands with their opponents as the Creed Brothers appear at the entrance.

Winners: The Viking Raiders

A stunning and powerful video sets up the unexpected Wes Lee singles run. “I can bitch and complain about how unfair everything is, or I can get down on my knees and make the waves I’m meant for.”

Tony D’Angelo responds to Santos Escobar and his team saying, “Tony D made a few calls, and now my team is here.” It features Troy “Two Dimes” Donovan and Channing Lorenzo, who are somehow more stereotypically derived than the Don himself.

Roxanne Perez Vs Mandy Rose With Toxic Attraction

Speaking of lame gadgets, Perez, the video game player of his childhood, is sent to the deep end. She gets the better of the NXT Women’s Champion, bites off her finger and slams it into the steel steps. After the picture in picture, Rose works her opponent until the comeback is done, but the champ delivers a jumping knee for the win. Wendy Choo appears behind Toxic Attraction with water guns, and the three run to the entrance to be trapped by a net. Choo and Perez spray Toxic Attraction with a silly string as they scream like they’re on fire. What a mess.

Winner: Mandy Rose

Sloane Jacobs, 19, says “the path to the women’s title is through winning this Breakout tournament.”

“Let’s go change the world,” Joe Gacy says, leaving his circle of druids and heading to the ring for the show’s final segment.


Orlando, Florida

There are always sporadic highlights throughout the show, and they’re usually simple things – like Viking Raiders’ dominating matchup or Legado del Fantasma’s tag team showings. But too much NXT is overproduced, overwritten nonsense that can be a chore to get through. Tonight was just one of those nights.

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Nigeria’s Pioneering Skateboard Brand WAFFLESNCREAM Celebrates 10 Years Thu, 14 Apr 2022 17:44:17 +0000

Press statement –– As Nigeria’s first skate brand established in 2012, it is with the utmost gratitude that we celebrated our 10th anniversary on April 3rd. It was an incredible journey filled with surreal opportunities and culture-defining milestones.

Over the past decade we have had the opportunity to collaborate with brands such as Alara, Oscar Deen, Homecoming, Nolly Babes, Patta, Engineering Sports, renowned Nigerian artist, Jimi Solanke and many more.

Over the years, we have spearheaded the growth of skate culture in Nigeria by supporting young people who have the interest and talent for the sport. wow. as a skateboarding community, held the first-ever Go Skate Day – June 21 (a day dedicated to celebrating the sport in communities around the world) – in Nigeria in 2017 and has since grown into an annual event that has never has only gotten better every year. The 2021 edition was the most important because it lasted 10 days before the actual day. It included crews from all over Africa, a series of exciting events and a skateboard competition with a grand prize.

In an effort to continually encourage and grow the skate community, we decided to support female skaters here. Inspired by Blessing Ewona, the first notable Nigerian skateboarder and founder of the all-female skate team, Dencity, we released Ble-Ble magazine. This project aims to foster inclusivity in the sport and empower other female skaters.

A major highlight of this decade-long journey was facilitating Henry Okwubuasi’s journey to becoming a professional skateboarder. Henry’s incredible work ethic and undeniable talent has since become a major inspiration to young people beyond the borders of Lagos, hence our full support and appreciation. To celebrate him being the first black professional skateboarder in Nigeria, a skate video titled “GLORY” was made to highlight his journey and victories in the community.

Henry Okwubuasi

We have regularly held quarterly skate jams which encourage healthy competition and promote skate culture in Nigeria. Our VIBES platform, which usually goes hand in hand with our skate jams, is a series that was launched to showcase the best DJs and musicians in the scene, promoting the Lagos underground scene – a gathering of young Nigerians from all walks of life. different people who helped nurture this subculture.

As there is no designated space for skating in Lagos, we are delighted to announce our partnership with Freedom Park which aims to establish the WAF Skate Park. This one-of-a-kind project in Nigeria hopes to be an avenue for youth development, cultural and intergenerational development.

We are forever grateful to the community we have built and which has helped us grow over the years. As our team’s Senior Creative Designer, Addy, said in an interview with Bounce Networks, “Everyone sees waf. from the outside and it looks fresh and flying and clean but there is a lot going on behind the scenes. There have been many sleepless nights, blood, sweat and tears. People worked tirelessly. It was crazy. If this was something that had been done before, it would have been much easier to draw inspiration from or learn from others, but this is unprecedented, at least here in Nigeria. It’s just that we failed to move forward. This dedication to what we do is what has kept the fire and the brand going.

Thanks to our incredible team and our sponsors – Power Horse and Jameson – our 10th anniversary party, which took place on April 9th, was filled with overwhelming love and support from our community. It was amazing to be surrounded by those who have been part of our journey celebrating the brand and its achievements.

We look forward to the next decade and beyond as we set new standards, achieve even higher goals, grow our community and expand our reach.

At 10 more years of waf!

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Top 5 Best Celebrity Brand Ads Ranked: April 14, 2022 Thu, 14 Apr 2022 16:55:59 +0000

#4: Xbox, Fila, Roblox x Sonic the Hedgehog

Prior to the release of the first Sonic the Hedgehog movie just before the COVID lockdowns, this reporter could hardly conjure up a reason the video game character was resurrected from the vaults for the big screen. Then it grossed an incredible $300 million worldwide. Now, as the sequel takes home the title of greatest American opening for a video game adaptation of all time – eaten words, fool me twice, egg on the face, etc. The jewel in the crown? The blue space creature has managed to make its way onto a list of celebrity brand collaborations.

The newly anointed cultural figure has been hard at work promoting “Sonic 2” – not quite at “Space Jam” level, but teaming up nonetheless for unique and popular campaigns. Speaking of Michael Jordan, Sonic launched his own sneaker with Fila, which sold out in five minutes. For Xbox, the furry hero has donated his own skin for a set of custom furry controllers. And like all celebrities in 2022, the hedgehog has appeared in the metaverse with activations in Roblox and Minecraft. Plus, he managed to land his own celebrity meal at McDonald’s (though Happy Meals might not compare to menu selections from BTS, Saweetie, and Mariah Carey).

Read: Xbox made controllers out of Sonic’s skin

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Huffer at 25: The struggles and triumphs of the small New Zealand brand that could Sun, 10 Apr 2022 22:48:16 +0000

It was a snowboard and skate brand that became one of New Zealand’s best-known fashion houses. As Huffer celebrates 25 years in the business, Fiona Connor finds out how co-founder Steve Dunstan survived the label’s ups and downs while learning on the fly.

Ask Steve Dunstan to identify when his interest in fashion began and he’ll talk about being at school in the 90s and noticing how his peers expressed their identity through what they wore.

Later, when Dunstan left school and took up professional snowboarding, he saw how limited the clothing options were for this sport which, like skateboarding, was still considered a relatively niche and counter-cultural activity.

Dunstan wanted to change that.

His skate buddy Dan Buckley was already toying with the idea of ​​making outerwear, and the duo decided to collaborate.

“I think the key was not to think and to be guided by your mind. I was caught in a moment of movement, more than a trading opportunity,” Dunstan recalled.

An early publicity image (Photo: Supplied)

They saw the potential in the samples they had put together and in April 1997 Dunstan and Buckley incorporated Huffer somewhat blindly, taking on the responsibility of a company with advice from friends in the skating community.

Their first collection was waterproof and breathable snowboarding gear, but the brand quickly added summer wear for skaters with printed t-shirts, hoodies, pants and tracksuits.

“Quickly we realized this was going on, you have bills coming in and you have to pay for things, and summer was approaching so we thought, ‘what do we do? Do a summer range,” says Dunstan. “We fed the beast because there was a demand. We lived there, we were the market. That was enough of a rider to motivate all the hard work and blood, sweat and tears.

They worked around the clock to get the brand off the ground, traveling the country to get the line into Cheapskates and other independent skate/snow stores – and it sold.

When Dunstan moved to Queenstown for another snowboarding season, he found part-time work at a store that sold Huffer. He remembers the thrill he felt watching people connect with the clothes he helped design.

Steve Dunstan
Huffer co-founder Steve Dunstan (Picture: Supplied)

As Huffer began to emerge as a true competitor to the mostly American streetwear sold in New Zealand, what had started as humble aspirations turned into serious ambition. Dunstan and Buckley worked with larger sums of money and hired more staff, and the weight on their shoulders grew heavier and heavier.

During the first years, the two co-founders did not pay each other and worked their weekends elsewhere to earn a living. They lived cheaply and reinvested everything they earned back into the business.

But Dunstan realized that if he was going to get serious, he would have to give up the ‘snow bum’ life he loved and give up his usual 200 days of snowboarding a year. “I had to stop,” he says. “I could have snowboarded for the rest of my life, but it just felt right to move on and translate that kind of energy for progression through sports like skateboarding and snowboarding into what we were doing.

“It was a serious responsibility, but compensated by the fact that we were creating.”

In 2000, Huffer was everywhere. For the first time, t-shirts, sweatshirts and hoodies from a local brand were just as sought after as clothing from major international brands, if not more so. “Maybe New Zealand got a little scrapped or something, but the time came to strike a moment and it was really celebrated,” Dunstan says.

He still remembers running to Whitcoulls in downtown Auckland to get more paper for the fax machine as orders came in. Even now, he finds the level of demand mind-boggling. “It was just ridiculous. We just had to say no, we just can’t give you those volumes, we were very careful about saturation.

And then the Orlando Bloom moment happened. The Lord of the Rings star wore Huffer’s “I 🖤 NZ” t-shirt (known to Dunstan as the “luv t-shirt”) at the New Zealand premiere of Return of the King in 2003. “I didn’t know who was in Orlando the time,” Dunstan laughs.

Liv Tyler and Orlando Bloom wave to fans on the parade to the Embassy Theater for the world premiere of the Rings’ third and final film ‘Return of The King’, December 1, 2003. (Photo: ANDE MERTL/AFP via Getty Images)

The story goes that when production wrapped on Lord of the Rings, Bloom’s on-set costume designer gave him the t-shirt – said to have been purchased at Area 51 in Wellington.

“They managed to get him one, as they were quite hard to get, and he decided to wear it. I’m not sure, but someone told me – it’s a cool story. We didn’t give it to him. He wore it with a suit blazer, at the time we were like ‘what are you doing?’ »

Demand for Huffer was already high, but the A-lister’s innocent nod of support sent it skyrocketing even further. With the shirt immortalized on the front page of the NZ Herald, everyone got a glimpse – and at the time it felt like the whole world had seen it.

“Everyone wanted this t-shirt, which is a big deal to have. But you have to be careful how you work your way up, because you don’t want to lose the respect of the people who have supported you over the course. of the first year or two and sell you, especially back then.

Pressure quickly mounted for the brand to exploit the sudden spike in interest, but Dunstan remained cautious.

“I didn’t even have to think, we’re not remaking that t-shirt. I was just like ‘no, that looks like trouble’. It wasn’t even a hard decision, but the fact that we doesn’t do it, made the front page of the Herald the next day.

By 2005, Huffer was a household name, prompting the founders to ask the big question: what next?

They walked the runway at New Zealand Fashion Week in 2006, seeing it as both a creative challenge and a celebration of how far they’ve come. “Starting from a skateboard brand that was now doing fashion week was just the weirdest thing ever.”

The Huffer retail store in Britomart, Auckland (Picture: Supplied)

Huffer was still in good position, Dunstan recalled, but lacked direction. With their heads turned by loud-talking strangers, the co-founders began hatching plans to expand into the huge US market. “We were investing in things that we probably shouldn’t have done at the time and financially it was getting really tough.”

As they attempted to break into new territories around the world, Dunstan learned a hard lesson: the way Kiwis show up with a suitcase ready to sink wasn’t enough to break through. “If you haven’t sorted out the fundamentals, you can’t create scale because your brand won’t shine,” he says.

The global financial crisis hit as they tried to break up the United States and they were forced to admit defeat. “We came back with our tails between our legs. There were three or four years at the foot of the wall. It was really tough.

In 2010, co-founder Buckley, then the brand’s creative director, resigned from the company. Dunstan embarked on a rescue mission for the business, scrapping US plans and opening the brand’s first standalone retail store in Newmarket, and converting part of their basement office space into an Auckland CBD storefront.

Dunstan is still moved to think how valuable that space turned out to be. It was the place where a teenager Lorde presented her album Pure Heroine, and which hosted many other creative and community events in the heart of the thriving Britomart district.

Retail stores, now located across the country, have enhanced Huffer’s business model, Dunstan said, allowing the company to engage with customers face-to-face and understand what they wanted from the brand. “Your key principles need to be defined. When you’re hot in New Zealand and you haven’t done that job, it’s just hot air evaporating.

In 2019, Dunstan sat down to come up with a three-year transformation plan, culminating in 2022, the brand’s 25th anniversary year. With day-to-day operations now the purview of Chief Executive Kate Berry, Dunstan’s focus these days is on big-picture thinking, constantly coming back to the big question: what is Huffer?

As Huffer celebrates this month, Dunstan says he’s taking a moment to look back on a quarter century of work and reflect on how far he’s come. “We feel so humbled that people have supported us to get to 25. It’s great.

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Last Resort AB is the sneaker brand for skateboarders, by skateboarders Tue, 05 Apr 2022 13:35:50 +0000

If football is a game of inches, skateboarding is an art of millimeters. Trucks, board sizes, wheel measurements, it all comes down to slight differences and, real or imagined, the details matter. Throughout his skateboarding career, video production, artwork and brands Polar and Last Resort AB, the latter of which he co-founded with designer Sami Tolppi, Pontus Alv’s career has been defined by careful curation and synergy with skateboarding history. He’s a rare creator who can speak nostalgically about what inspired him back when he skateboarded with as much reverence as he can talk about the present and future of skateboarding.

Everything Pontus does has a purpose, from designing the clothes to the shapes, designs and sizes of Polar’s skateboards – even the flair has a function.

Throughout our conversation, Pontus was able to explain what it means to be a “skater owned” shoe brand in a 360 degree sense. Every idea, story and learning is a testament to his drive to create the best possible thing – whether it’s a shoe, a skateboard or a video – for skateboarding. With Last Resort AB, he brings his vision to the footwear space, and like all of his creative endeavours, the execution is as unexpected as it is purposeful.

VM001 Canvas Lo

At the start of Last Resort AB, you knew a lot more than average about the technical and production details of a shoe, so how did you approach building a brand from scratch, knowing all the limitations?

My design partner, Sami, used to make capsule sneakers in Portugal – expensive fashionable sneakers. Sami mentioned that he had a friend in Stockholm named Erik Schedin who made shoes. He had an art school project about 15 years ago where he wanted to make a thin vulcanized shoe. So he started researching factories, went to Asia and ended up in Vietnam where he found this cool little team there. They had much lower minimums than other factories but also offered good materials, nice factory, nice people. I looked at what it would cost to open the molds and the investment and it was a really good deal, so I thought, “I’ll take that bet.”

We made the first shoe, the VM001, which was a very simple idea. We got the first sample based on rough sketches – a suitable sample – and said, “Jesus, this stuff looks really awesome!” It took a while to get it right, and then we got into the first lockdowns due to the pandemic, but we thought, ‘Damn, we’re doing this.’

We worked very hard on the fit, the proportions, the height of the band. We’ve been here two years and we’re still learning. We take so much more action than other brands. We go to the extreme. Normally, when you test a shoe, you put it on a machine and walk it 50,000 steps. We always double down on what we do, so we do 100,000 steps to try to make the vulcanization process as strong as possible.

Can you talk about the sole design of the shoes?

We wanted a logo on it, but the most important thing was to design the tread so that rocks and pebbles couldn’t get stuck in it. It’s a big thing in Scandinavia in winter when they salt the streets, and after winter the sidewalks are full of rock salt and pebbles that can get stuck in your shoe. Then you start to slip and it scratches your grip tape and you’re disappointed, so we designed the pattern to be quite open.

What about materials?

I wouldn’t say the suede we use is unbreakable but it really, really lasts. We actually have a problem now that the upper of the shoe lasts longer than the bottom because it’s so strong. Because we use 100% natural rubber, we try to change the compound to make it last longer while keeping the same feel and grip. The other big thing is changing the insole. Personally I like it but listening to the skate community people are looking for something with a little more support.

VM001 Suede Hi

I wanted to ask a question about this. There are so many YouTube accounts wearing test shoes and so many reviews you can get from social media. It looks like it could be a powerful tool, do you look at that stuff?

Of course, Gifted Hater is a great YouTuber and skateboarder. Scream from him, I love the guy, he’s super hilarious in so many ways. At first he bought the shoes himself, so now we give him shoes. We never ask him to do reviews – we don’t pay anything – we just love what he does and he loves what we do. And he is honest. He mentioned that he rips the insoles out of shoes to replace them and you listen to other skaters doing the same thing because so many skaters are obsessed with insoles. They only fit certain soles, whatever shoe they buy. So it’s a big discussion: should the insole be taped/glued or loose? Personally, I like it glued down because it makes everything tighter and more compact. We are experimenting with a lightweight glue that comes off easily.

I watch all of this and talk to these people. It’s my name, in a way, and my responsibility, so I want to give the skateboarding community the best product possible. If they’re not happy, I have to go back to the drawing board. The bottom line is that people seem to really like the shoes – the fit, the style, the quality – they just mentioned that they wished the insole had a little more support. They don’t hate each other at all. So, OK, let’s work out the details. We are still a young company.

VM001 Low Suede

You have a big name in the industry. You could have launched the brand and released a Pontus pro model. Why did you decide not to do it out of the gate?

As a skateboarder, I officially retired four or five years ago. I removed my name from a board. I still have Klez, my alter ego—boards and sometimes my signature appears on an art board, but I don’t present myself as a pro anymore. Lately, with Last Resort AB, I started skating again and taking pictures. I also had a really bad knee injury that I had to come back from. I think people are excited to have me skating again and being involved and you seeing the owner being there – that’s the perfect balance for me. I don’t really want to have a professional shoe or board unless I’m doing video parts and producing. I don’t want to milk my gig. Finish the old, make way for the new.

Ultimately, I want to release professional shoes, but no, we are currently working on the CM001, which is the cupsole model. We’re going to expand to six silhouettes and keep it small. I don’t want to stretch out to have too many models and start putting out this weird stuff. How can something become a classic? Because it’s there, it’s been there, and it’s not going anywhere.

VM001 Low Suede

There are skater-owned brands that have lasted for decades, but their model has always seemed to be as mainstream or as big as it gets. How does this differ from your approach?

We want to make a few shoes that we’re really proud of and then we want to stick with it. What you see is what you get. I want to make the shoes bigger than the skateboard. I want it to become a classic shoe. You can skate in them, it looks great, but you can also wear them to a wedding or to work. There are no logos, it’s a simple, clean silhouette. That’s the idea.

It’s also something very personal because coming from filming skateboarding, I’m really tired of seeing big logos. You have a fisheye and you film the skaters, and in all the footage you have this logo on your face. I want to look at pictures and see the skating, not that thing on my face. Every shoe brand needs that logo on the side of the shoe – you’re a shoe company, you need that thing right there. The first thing I said was, ‘Let’s do a shoe business, without that stuff.’ Obviously there have been other brands that did something similar or just had a label. It’s not quite original, but it’s a statement by not having that big “stuff”.

Apart from the cupsole, what’s next for Last Resort AB?

We are slowly working on a Last Resort AB video and building the team. The team is really ready now and solid. They’re there filming, so it’ll hopefully go down this year – about a 10-minute play. We are also working on the new full-length Polar. We are modifying it at the moment.

Buy the full Last Resort AB drop here

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‘Jackass’ launches trading cards with new brand Fanatics Zerocool Fri, 01 Apr 2022 16:00:00 +0000

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“Jackass” jesters know how to provoke a reaction.

Shock, confusion, fear, anxiety: these are just a few of the dozens of emotions viewers can feel while watching any of the films in the franchise, all of which feature increasingly dangerous, sufficiently extreme stunts. to cause fractures of the clavicles and testicles. But one feeling in particular seems to be responsible for the franchise’s enduring success over the past two decades: nostalgia.

As throngs of fans rushed to the theater to see the stuntmen’s latest film ‘Jackass: Forever’, they were equally excited to reunite with their old on-screen friends, led by team leader Johnny Knoxville. , that they were curious to see how (in the world!) they could up the ante. But that sense of nostalgia was also a driving force for the “Jackass” team itself, and it’s part of why Knoxville and “Jackass” co-creator Jeff Tremaine were so excited about a new way to showcase their most memorable stunts over the years.

Their new business? Trading cards.

“Jackass” has teamed up with new brand Fanatics Zerocool to auction off a premium trading card game, designed with the band’s individual signatures and photos of their craziest stunts (all taken by the producer, writer and photographer “Jackass”, Sean Cliver, who helped organize the set). 9,500 boxes will be auctioned on the Zerocool website from April 5 at 12 p.m. ET through April 7 at 9 p.m. ET.

“I grew up trading and collecting baseball and football cards, that was a big part of my youth – so the idea of ​​a kid getting excited about a ‘Jackass’ card really excited me,” Knoxville said. Variety. “Packs from my youth included a stick of the worst gum imaginable, but as a kid you loved it.”

When asked if getting into the trading card business made him feel closer to becoming like the sports stars he looked up to, he laughed it off. “I see us more as a band that doesn’t know how to play its instruments well.”

One card features a photo of Knoxville getting hit by a bull, one of the craziest stunts in the new movie that landed him in hospital, while others spotlight rookies such as Eric Manaka , Jasper Dolphin, Sean McInerney, Rachel Wolfson and Zach Holmes. Of course, the pack also includes cards for the franchise’s legacy stuntmen: Steve-O, Chris Pontius, Ehren McGhehey, Preston Lacy, Dave England, and Jason “WeeMan” Acuna.

Courtesy of Fanatics
Courtesy of Fanatics

Image loaded lazily

Courtesy of Fanatics

The “Jackass” collectibles are just the second collectible card pack released by Zerocool since launching the Fanatics brand earlier this month. Created by Josh Luber, the founder of the billion-dollar sneaker market StockX, it is the first trading card brand dedicated to culture and non-sports. Their first collection was a partnership with Gary Vaynerchuck and his NFT VeeFriends project.

While collectible cards were considered a hobby just a few years ago, the market is now valued at $13 billion with a projection to reach $98 billion by 2027. This potential is exactly what Luber was operating when he decided to introduce trading cards (as a hobby and financial asset) to this new fan sector. It also plans to revolutionize the auction process with the first direct-to-consumer technology platform dedicated to “market-based pricing”. Via a blind Dutch auction, there is no starting price and no one can see anyone else’s bids to ensure fair and transparent access to the products.

“The commerce industry is crazy right now, it’s gotten even bigger and more popular than ever, so it’s very culturally relevant to be a part of it,” says Tremaine. He adds that the generational “Jackass” fandom is also what makes the franchise a perfect fit in the trading card business.

“When we released the new movie I realized we had three generations of fans. We have grandfathers who took their sons and daughters to the original movie and now those kids have grown up and had kids” “There are three generations of fans who can enjoy these collectibles.”

Curiously, this isn’t Tremaine’s first foray into the trading card business. The OG “Jackass” team first created trading cards for their “Big Brother” skateboarding magazine in the early 1990s. The publication, which finally ceased publication in 2004, offered step-by-step instructions for the scams and pranks that would eventually morph into the “Jackass” TV series that started it all.

But these “really dumb trading cards” as Tremaine calls them, have nothing on the premium collectibles created with Zerocool. “It’s sort of a reviving of these really bonkers versions of the cards that we’ve created, but they’ve been brought to life at such a high level,” says Tremaine, who seems genuinely impressed with the thickness, glossy texture, and sheet embedded on the new cards.

Does he have a favourite? “Of course it is, that’s the photo of me after being attacked by the Pontiusaurus, covered in drool.”

Sign up for the auction on the Zerocool website and stream “Jackass Forever” on Paramount Plus.

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