Our Story

This didn’t start in a boardroom—it started in the streets.

Our roots go back to 1994, when skating wasn’t a trend, an aesthetic, or something you did for content. It was how you moved through the city, how you saw spots no one else noticed, how you built something out of nothing with a beat-up deck and whatever time you had before security kicked you out. That same mindset still drives everything we do.

We started this company in Chicago in 2023 with a simple idea: make shit that reflects real skateboarding. Not watered-down, not mass-produced to chase hype, and not built by people on the outside looking in. We’re skaters first. Always have been. Every piece we put out—whether it’s a deck, hardware, or clothing—comes from experience, not imitation.

Newspapers have always been part of our world. Before everything lived on a screen, you learned what was happening through what you could hold in your hands—local papers, skate mags, cutouts, clips saved and passed around. Headlines, grainy photos, black-and-white textures, ink on your fingers—that raw, disposable, everyday medium shaped how we see design and storytelling. It wasn’t polished, but it was real. That influence shows up in what we make: graphics that feel lived-in, imperfect, and rooted in something physical.

Chicago shapes you. The winters are brutal, the spots are unforgiving, and nothing is handed to you. You earn every clip, every make, every session. That environment built us, and it shows up in our products—durable, functional, and made to take a beating.

We’re not here to sell an image. We’re here to contribute to something we’ve been part of for decades. This brand is an extension of that commitment—to skating, to the community, and to doing things the right way.

No shortcuts. No pretending. Just skateboarding.