“The skateboard industry’s current focus on performance by displaying almost exclusively difficult tricks, whether technical or dangerous, is not something we relate to on our daily experience on our boards. We feel that skateboarding has much more to offer than being only a sport. It has cultural, social, artistic, sociological values and much more and it seems all these aspects are being widely overlooked by the industry. Magenta is our outlet for representing the wide spectrum of possibilities that skateboarding carries within itself.”
Bearings are very important if you want to keep rolling without pushing constantly, especially while street skating. They're typically rated with the ABEC (Annular Bearing Engineering Committee) scale. The ABEC scale only measures the precision of the bearing, not how well it rolls or how long it lasts. It's a common misconception that the ABEC scale refers to how fast the bearing rolls. Anything above 1 is precision and will perform fine for skateboarding, but it's recommended to go above a 3.
FTC was cool before there were skate and hype blogs around to tell you that they were cool. Mastermind Kent Uyehara built his brand from the back of a sporting goods shop into an international symbol of cool, with franchise locations in Sacramento, Tokyo, and Barcelona. FTC isn't just the go-to spot for skate gear in those cities-it's a full-blown brand that any skater would be proud to wear.
In 1975 skateboarding had risen back in popularity enough to have one of the largest skateboarding competitions since the 1960s, the Del Mar National Championships, which is said to have had up to 500 competitors. The competition lasted two days and was sponsored by Bahne Skateboards & Cadillac Wheels. While the main event was won by freestyle spinning skate legend Russ Howell,[30][31] a local skate team from Santa Monica, California, the Zephyr team, ushered in a new era of surfer style skateboarding during the competition that would have a lasting impact on skateboarding's history. With a team of 12, including skating legends such as Jay Adams, Tony Alva, Peggy Oki & Stacy Peralta, they brought a new progressive style of skateboarding to the event, based on the style of Hawaiian surfers Larry Bertlemann, Buttons Kaluhiokalani and Mark Liddell.[32] Craig Stecyk, a photo journalist for Skateboarder Magazine, wrote about and photographed the team, along with Glen E. Friedman, and shortly afterwards ran a series on the team called the Dogtown articles, which eventually immortalized the Zephyr skateboard team. The team became known as the Z-Boys and would go on to become one of the most influential teams in skateboarding's history.[27][33][34]

One European brand steady killing the game is France’s own Magenta. What Palace is for London, Magenta is for Paris, representing what it means to make do with skating in a place where you will literally get kicked out of everywhere just for riding on your board. With a recent collaboration with adidas, Magenta has shown they can turn their niche image into something with mass appeal, so long as the world will pay attention. Skateboarders already know the brand for their quick-footed style of skating and their unique illustration style, but they should know Magenta for their conscious effort to make sure we all are enjoying the pleasure and the freedom skateboarding brings.
Polar’s inaugural video release, The Polar Skate Co. Promo – Wallride Oh Yeah Oh Yeah Oh Yeah (2012) with the tagline ‘Inspire others to inspire themselves’ featuring Pontus, fellow Swedes Oskar Rozenberg and Davd Stenstrom, Polish rider Michal Juras, Dane Hjalte Halberg, Tjark Thielker and original rider and Polar artistic contributor Jakke Ovgren.
Chocolate Skateboards is a skateboarding company distributed by Crailtap. Following on the heels of Girl, Chocolate was launched in 1994 by Mike Carroll and Rick Howard and is known by its Chocolate hearts logo. Their skateboards are made of durable seven-ply maple. Graphics are also important to the Chocolate brand, and you will find things such as classic cars or cartoons. You can find complete Chocolate skateboards with deck, trucks, wheels and bearings, customized decks, accessories, and apparel. The Chocolate team consists of Vincent Alvarez, Kenny Anderson, Chico Brenes, Justin Eldridge, Jesus Fernandez, Chris Roberts, Elijah Berle, Stevie Perez, Raven Tershy, and Jerry Hsu.
Skateboarding during the 1990s became dominated by street skateboarding. Most boards are about 7 1⁄4 to 8 inches (180 to 200 mm) wide and 30 to 32 inches (760 to 810 mm) long. The wheels are made of an extremely hard polyurethane, with hardness (durometer) approximately 99A. The wheel sizes are relatively small so that the boards are lighter, and the wheels' inertia is overcome quicker, thus making tricks more manageable. Board styles have changed dramatically since the 1970s but have remained mostly alike since the mid-1990s. The contemporary shape of the skateboard is derived from the freestyle boards of the 1980s with a largely symmetrical shape and relatively narrow width. This form had become standard by the mid '90s.[42]
There are actually several types of skateboards but the most common ones are the longboard, cruiser, and carve skateboards. A longboard is usually at least 33 inches. It is a great mode of transportation and works well for cruising around. The cruiser also works well as a mode of transportation but many consider it more beneficial as it has a shorter skateboard, which promotes ease in transporting around.
Also called the mounting hardware, the skateboard hardware is useful in connecting the trucks to the deck. Every truck is actually in need of 4 bolts and locknuts. If you are planning to buy hardware for your custom skateboard, then note that they are often sold in sets composed of 8 parts, though it is also possible for you to buy individual parts separately when required.

Diamond has been a household name in streetwear for their dope caps, tees, hoodies, and sneaker collab hype that have had the Internet going nuts for years, but the brand's roots are in skate. While the list of collaborations and rapper co-signs is long (too long to list here), but for skate nerds the team is way more impressive—Raven Tershy, Ryan Sheckler, Torey Pudwill, Shane O'Neil, Stevie Williams, Paul Rodriguez… The list goes on.

Playwheels Disney Skateboard For Kids is a 21″ Wood single kicktail deck with painted edges.  It has clear sand spray top grip with color graphic and full-color bottom graphics with a retro shape.  It features multi-colored composite truck and baseplate components with carbon steel axles.  This is great for kids who are starting to learn skating.  It has an average rating of 4.2 on Amazon.
Individuality and a self-expressed casual style have always been cultural values for skateboarders, as uniforms and jerseys are not typically worn.[88] This type of personal style for skateboarders is often reflected in the graphical designs illustrated on the bottom of the deck of skateboards, since its initial conception in the mid seventies, when Wes Humpston and Jim Muri first began doing design work for Dogtown Skateboards out of their garage by hand, creating the very first iconic skateboard-deck art with the design of the "Dogtown Cross".[89][90][91]
The nose and tail of a standard skateboard curve upward slightly to make tricks easier to perform. On most decks, the nose and tail are shaped slightly different. The nose is usually wider, longer and steeper than the tail which aids in nose-based (nollie) tricks, and also helps you differentiate the nose from the tail. Some shaped boards have very different nose and tail dimensions, and some old school boards lack noses all together.
Browsing decks online is best when you're looking the actual brand's website, rather than a retailer that carries a lot of different brands. The company site usually gives you a taste of what the brand is all about, in addition to what their decks look like. A lot of brands have their own skateboarding teams. If you happen to like a rider on a team, that can give you a strong connection to a brand (and they'll probably have a deck with your favorite rider's name on it). You also might be drawn to a particular philosophy of the brand or a specific design or construction feature used on their decks. For example, some companies are known for killer graphics, and some play around with different materials to give their decks unique performance characteristics. 
Ever notice small vertical or horizontal cracks through your grip tape or by the hardware of your trucks?  These are called stress or pressure cracks and are basically mini fractures of your skateboard deck that typically are seen in the areas of the deck that withstand the greatest impact (around the trucks).  A few pressure cracks is generally no big deal and you won’t even notice them while skating, but they can compound and grow larger and make your deck lose “pop” and increase the chance of snapping.  To avoid pressure cracks, you cant use riser pads underneath your trucks to reduce the level of impact your deck takes.  You should also avoid over tightening your hardware and storing your skateboard in a very humid place as both of these practices can also make your board weaker and more susceptible to pressure cracks.
Powell Skateboards is one of the original skateboard companies who dates back to 1978 and who has consistently been a top skateboard brand. If you or someone you know skated in the 1980’s, chances are it was on a Powell skateboard. Though Powell had a short lived split between cofounders, George Powell and Stacy Peralta, they regrouped to produce “top of the line” skateboards under the Powell Classic name and succeeded in becoming one of the most successful skateboard companies. Something stuck through that split and they made the list for clear understanding of the fundamentals of a quality skateboard and easily became a perfect quality skateboard brand..
Skate graphics have often incorporated blood, guts, and gore into board and T-shirt designs, but few brands render gnarliness quite as well as Heroin Skateboards. It's no surprise that a brand founded by artist Mark “Fos” Foster would have such tight art direction. Fos has a loose, low-fi handstyle that can be see in much of the brand's designs, and the delinquent band of team riders and their antics are a perfect embodimentof whatever “image” Fos is after.
The Element Quadrant #14 board is 8-inches wide and 31.75-inches long, from nose to tail. This deck features a bare top that needs grip tape and a design on the bottom with four quadrants featuring the Element symbol in alternating red and black backgrounds. The wheelbase between the trucks is just over 14 inches while the nose is 7 inches and the tail is 6.325.
POSITIV has begun to gain some serious momentum in the past years.  They released an entire line of team completes in sizes ranging from 7.5-8.0″ at very affordable prices. This specific deck is 7.75″ so it is a comfortable size for all ages and weights.  The great thing about this board is that it includes MiniLogo bearings and other pro brand parts.  The deck also uses a rare waterproof sealant and slide coat to ensure that the deck lasts longer and slides smoother than other skateboards on the market.  The overwhelmingly “positive” (no pun intended) reviews speak for themselves with this skateboard.
FoundationFriendship SkateboardsFrogGhetto WearGirlGlassyGlobeGoldGood Worth & Co.GoProGrizzlyGullwingHabitatHappy HourHard LuckHawgsHeritageHeroinHoppsHosoi SkatesH-StreetHUFIllegal CivilizationIndependentIsleJessupJust Have FunKnow Bad DazeKrookedKruxKryptonicsLakaiLandyachtzLevi'sLib TechLitraLoadedLoser MachineLowcardLuckyLurkvilleMagentaMatixMini LogoMizuMOB GRIPModusMoonshine MFGMouseNew BalanceNike SBNorthern CompanyNumbers EditionOfficialOJOrangatangOrbsOthernessPaisleyParisPassportPigPizzaPlan BPolar Skate Co.PoliticPortland Wheel CompanyPowell PeraltaPowerflexPrismProgramProTecPyramid Country

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Lovenskate have produced a number of full-length videos throughout the 16 years of their existence, including the 2015 release Lovenskate – Smorgas’board although more recently they have followed the direction of skate media in general and concentrated on releasing shorter, rider-specific clips such as Jordan Thackeray’s Welcome clip and more recently the Batch Capture series.

Since Fine Artists Vol 1, Element have released numerous videos including Element – Third Eye View (1998), Element – Rise Up (2005) which focused on the brand’s European team, and more recently, the short video Element – Rise and Shine (2011) focusing on Element team rider Nyjah Huston. Element’s video output is unparalleled with releases from all over the globe – most of which can be found via the link above..
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