The Skateboard industry is a $2 billion a year business – and that’s just US alone. This is quite an accomplishment considering the majority of the apparel and equipment companies are not big box retailers. This of course is changing. Retailers like Kmart and Target are looking to cash in on this youth culture as it doesn’t seem to be going the way of the Kriss Kross look anytime soon (remember when we wore clothing backwards!? WTF were we thinking?).
While it’s pretty nice to able to afford skate and board style clothing – because I mean, let’s face it, $95.00 for a golf shirt can get a little steep for some 13 year olds, I have to question what the mass commercialization will do to the sport.
Take Shaun White for example: great guy, super talented, and sponsored by everything that walks but when you have to negotiate your deal with Sony Playstation because the event is sponsored by Microsoft X-box, you wonder where the integrity and loyalty to the sport has really gone.
Kmart has announced it will launch a new line of affordable skate inspired clothing under the label “Boarding.” This rather dull name consists of a logo tha,t to Labelnetworks, is considered “a mash up between Quicksilver and RipCurl.” Ingenious guys! I mean, it’s not like we’re not going to notice the difference. Kmart says it intends to target 13-25 year olds, which is not surprising. This demographic notoriously has the most disposable income but I guess what really gets me is who manufactures the line: Orange Clothing out of Miami Florida. Their “About Me” section states:
“We provide high quality, desirable merchandise that stands out in the industry by leading clothing trends through innovative designs and cutting edge materials”
Well, I tell you what Orange Clothing, there is nothing “innovative or cutting edge” about you. In fact I am not sure you even manufacture your entire line in Miami. Why else would you have companies based in Bangladesh and China? Out sourcing for cheap labor is not innovative. Are you selling clothes to 15 year olds that are made by 15 year olds? Because that’s not cutting edge either.
So what to do? I say, it’s time for a gut check guys. If the boarding industry is to remain grass roots we have to be willing to resist the temptation for a fast cash grab. We have to remain true to the sport and to the integrity of what it means to be an extreme athlete. Going the way of the Big Box or following suit of questionable business practices is not extreme or risk taking. It’s boring and old and we’ve all been there already.
