It's really hard to continue with a small girls’ board brand when so many companies are now interested in the women's market. We feel like it's the right time to close down the brand and move on to the next chapter. Thanks to George and Juli Powell as well as Michael Furukawa for their vision and support of the brand and our mission over the last decade. Thanks to those who bought our products, our team riders, media, and to those that believed in what we were doing from the very beginning. I also want to thank Mimi Knoop who wore multiple hats over the years and was responsible for making hoopla a brand that was respected, legitimate, and one that we were proud to be a part of.
The best criticism you could make about skateboarding in general right now is that it takes itself too seriously. Rightfully so. Skateboarders are often under attack, and what they do is illegal in most places. Skate culture is constantly being ripped off and bastardized. That's why it's so important to have a healthy sense of humor about it all, and that's why it's important that skateboarding has Roger.
You know how people say shit like: Ernest Hemingway is “a writer's writer” and it's not really clear what that means, but you sort of get it? Well Anti-Hero is a skater's skate brand. Founded by underground hero pro skater Julien Stranger, Anti-Hero is a direct expression of his attitude towards the skate industry, which is basically that skateboarding is life and fuck everything else. Anti-hero has a reputation for being one of the gnarliest skate brands around, thanks in part to their team of heavies which includes John Cardiel, Tony Trujillo, and Chris Pfanner.