Teacher saves skateboard brand for non-skaters

DALLAS – Jordan Fjordbak’s mission is to bring inclusive skate fashion to non-skateboarders in Dallas.

The Oak Cliff, Texas high school teacher turned back-end app developer bought Trademarked Skate Co., a Michigan company started by non-skaters for non-skaters.

Fjordbak, 29, says purchasing a unique bright yellow jumpsuit from a collaboration between Cait Raft and Trademarked Skate Co. gave birth to the business opportunity.

Raft grew up in Manhattan Beach, a big skateboard town. Raft doesn’t skate but still wants to be part of skate culture.

“Everyone should be allowed to look like a skateboarder, whether they can do an ollie or a kick flip or even just sit idly by on a board,” Raft said.

Shortly after the suit was released, Fjordbak learned that Trademarked Skate Co. was on the verge of making skateboard history.

“I was honestly devastated,” Fjordbak said. “There was a brand that gave space to a designer I love, in honor of a culture I admire, and it was closing its doors. I thought, ‘I want to do this. I want to provide that space. “

Fjordbak therefore bought the company. Former owner Rocco Tenaglia III was initially unwilling to sell.

“He was determined to shut down Trademarked Skate Co. because he founded it and believed it was appropriate that he go through with it,” said Fjordbak. “He liked the idea that this was an incident in the history of non-skaters. “

Tenaglia could no longer run Trademarked Skate Co. and juggle other responsibilities, prompting him to want to shut down the online company.

It took months, but Fjordbak finally persuaded Tenaglia to sell the label for $ 250. This will allow the next generation of non-skaters to continue expressing themselves through skate fashion, said Fjordbak.

Fjordbak, who identifies as non-binary, has always been drawn to the culture and aesthetics of skateboarding, although he never learned to skate.

The skateboard aesthetic consists of five-panel hats, beanies, graphic tees, chinos and knee high socks. “It’s being yourself without apologizing,” Fjordbak said.

According to a study conducted by Grand View Research, the global skateboard accessories market was valued at $ 212.3 million in 2019 and is expected to grow 3.3% annually from 2020 to 2027, reaching $ 275.2 million by 2027.

The company sells stickers starting at $ 5.50, as well as clothing ranging from $ 20 to $ 40. Its products are offered at the same price as those of the famous skateboard brand Vans.

“Trademarked Skate Co. is for the person who has skater friends but doesn’t skate themselves,” said Fjordbak. “It’s for those who logged 90 hours of Tony Hawk’s Pro Skater 2 but never ended up buying a board.”

Trademarked Skate Co. will support local Dallas artists through collaborations and the introduction of commissioned artwork into its offerings over the coming months, Fjordbak said. “We look forward to partnering with more designers to bring unique clothing items to the community. “

Jordan Fjordbak’s Trademarked Skate Co. specializes in skateboard culture accessories for people who don’t skate.

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About Leonard J. Kelley

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