{"id":65895,"date":"2018-02-21T09:34:45","date_gmt":"2018-02-21T17:34:45","guid":{"rendered":"https:\/\/juicemagazine.com\/home\/?p=65895"},"modified":"2018-02-22T07:52:02","modified_gmt":"2018-02-22T15:52:02","slug":"skateboarding-is-not-a-fashion","status":"publish","type":"post","link":"https:\/\/juicemagazine.com\/home\/skateboarding-is-not-a-fashion\/","title":{"rendered":"“Skateboarding Is Not A Fashion”"},"content":{"rendered":"

For many decades, skateboarders have been rebels and renegades using duct tape to keep shoes on our feet and wearing ragged t-shirts with a pair of jeans ripped to the skin from riding rough terrain. The closest we came to a shopping spree was going to the thrift store for the $5 special where you could cram as many ugly plaid shorts and vintage t-shirts as you could find into a brown paper grocery bag.<\/p>\n

Our old Alva t-shirts and Dogtown hoodies are never quite retired. Instead, they are handed down from big brothers and sisters to little brothers and sisters like badges of honor to the next generation.\u00a0Zorlac printed graphics on hand-me-down shirts from the second-hand shops, and those of us lucky enough to get one, still hold onto them like hidden treasures.<\/p>\n

Being in the skate army is a dirty business. If you’re doing it right, the filth and crud from the streets, pools and ramps is layers deep. Muck and slime from bucketing a pool is a source of pride and a job well done. Torn tees and permanent stains are just visual residuals of skateboarding stories to be shared for a lifetime \u2013 and\u00a0 fashion was the last thing on our minds.<\/p>\n

Yet, as time rolls on, things change, we’re being told, and the news of Supreme, which started out as a New York City skate shop, now being valued at one billion dollars, has almost everyone on the planet frothing to get a piece of the ‘skate fashion’ pie.<\/p>\n

For additional proof that the world has tilted a little further off its axis, yesterday’s headlines blared, “Culture juggernaut Hypebeast takes a majority stake in The Berrics to make skating huge again (still)”…<\/p>\n

Is skateboarding a fashion or does history in fact repeat itself? In order to try to find the answer, we decided to take a closer look at “skate fashion” at a VIP party for the\u00a0launch of the Skateboard Museum Berlin’s new book, “Skateboarding Is Not A Fashion” that took place on January 18th\u00a0<\/b>in downtown LA.<\/p>\n

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We rolled out to the party with Jeff Ho, not really knowing what to expect. Unfortunately, we still can’t tell you much about the book because we have not seen it yet, but we can tell you this…<\/p>\n

Jeff Ho, founder of Zephyr, one of the longest running surf\/skate companies in the business, said, “We always wore Vans shoes, Levi’s jeans and Zephyr t-shirts and that’s what I still wear to this day.”<\/p>\n

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Jeff Ho, Shota Kubo, Christian Hosoi, Ivan Hosoi. \r\nPhoto by Dan Levy \u00a9 Juice Magazine<\/pre>\n
As we tried to figure out some way to bring you coverage of this soiree, we decided the only question of the night had to be a parody of the red carpet fashion awards shows we have seen on TV: “Who are you wearing tonight?” Hence our video of the night’s events.<\/p>\n