Maybe it’s a product of being online too much during winter, but there’s a whole subsection of the UK industry which seems to exist largely on social media which I can’t fucking stand. Those companies which are (mainly) not stocked in skate shops, have obnoxious or garbage branding, and sponsor a particular type of Instagram-hustler skater (the ones who document every session they have, tag all their sponsors in their bio, never film for a more ambitious project etc.). They all seem worthless.
The Hated Skateboards
What is this lads-mag streetwear brand?
What is this, a company? A skate shop? Have they taken over the old Slam City premises in Covent Garden?
Super Toxic Urethane
To be fair, this one has been around for a while now and managed to get their products into some shops. But still, they seem to have only ever designed one graphic and have milked that forever. Well budget.
Yeah, Louis Slater was/is a good skater but not into his art.
The out and out worst. Owned by some trust fund gentrifiers, this company just pumps out the most meaningless drivel. Vapid, influencer-lite skateboarding.
Could I imagine myself buying anything made by any of them?
All the stuff they seem to sell looks overpriced and a bit grim. They reflect poorly on the UK skate scene in my opinion. Seem like cash ins on the street wear trend (bar the wheel company) and their social media presences is well tacky.