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.
Some examples:
The Hated Skateboards
What is this lads-mag streetwear brand?
Scum
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.
Sex Skateboards
Yeah, Louis Slater was/is a good skater but not into his art.
Hop King
The out and out worst. Owned by some trust fund gentrifiers, this company just pumps out the most meaningless drivel. Vapid, influencer-lite skateboarding.
Scum is owned by this guy I think, he does actually skate but seems totally clueless about anything. Seems like the kind of person who quit years ago and picked it back up again when it became ‘cool’
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.
Is Altar the one where the owner used to constantly berate scooter riders online and call them scum and tell them never to contact him or come near his shop? Great business tactics