Lewis Marnell became Almost’s first fully-fledged amateur, an addition announced in a bonus section of Almost’s ground-breaking mini ramp video ‘Almost Cheese and Crackers‘ from (2006) that focused upon Chris Haslam and Daewon Song’s pushing of the boundaries of mini ramp skating and has subsequently been credited with ushering in a new wave of technical transition skating in its wake.
It's too cold and dark to skate in Sweden for about six months out of the year. That must be when brand mastermind/artist Pontus Alv schemes on the global takeover he's been orchestrating for Polar. Not only are the brand's hats, tees, and hoodies some of the most coveted gear in the skate universe, the Polar team travels the globe hosting events, filming video clips, and getting people hyped on vigilante-style street skating. Look for Polar to come to your hood and build awesome, illegal concrete skate obstacles under a bridge, then bounce like gnarly, European skate tooth fairies. Good luck finding a tee or hat at this point—hype has made to goods rare, but let's hope as the excitement grows Mr. Alv will expand his distro.
Element has also diversified their business model with ventures into retail with Element stores across the globe, advocate programs supporting artists such as Thomas Campbell and Fred ‘French Fred’ Mortagne, Women’s fashion through the Element Women’s range and the most cohesive approach to supporting European skateboarding of any brand in the industry through their dedicated European team.
Many musicians, painters and designers have explored their potentials through skateboarding. When you skate, your inner talents come out in many ways. Painters paint their decks with artistic sceneries and musicians sing while they are deeply involved in cruising through the smooth roads. People with graphic designing and photography passion bring out their skills by taking an incredible picture while skateboarding and edit them beautifully. Skateboarding no doubt polishes your skills!
After numerous tour-based releases and the epic Lakai footwear video ‘Fully Flared‘ (2007), Girl Skateboard’s last (to date) full-length company release came in the form of ‘Pretty Sweet‘ (2012) which, aside from showcasing ground-breaking skateboarding, also set a new standard in terms of production values with Ty Evans employing cinematic camera technologies to capture the skateboarding, as well as the skits.
Emerging initially via a series of spoof news bulletins created by Lev Tanju called ‘PWBC Global Skateboard News‘ and hosted on the don’twatchthat.tv site, the aesthetic that the Palace Skateboards Brand would adopt was firmly established in these early videos. Sadly now mostly deleted from the Internet, aside from a few ‘best of’ videos, the PWBC News series were a pre-cursor for the route that the brand would adopt with its comedic take on the faux-seriousness of the Skateboard Industry of the time, an emphasis on the UK grime music scene, and the introduction of numerous characters within each news segment, including Francis Shower Face who still appears in Palace releases to this day, along with snippets of footage from various sources.
They have continued to ride that wave over the past year, continuously putting out great edits, following cherry up with Sickness, Red Devil, Joyride, and Swoosh, all in collaboration with cherry’s filmer Bill Strobeck. We all know they will never fall off when it comes to putting out fire gear every new season and drop, but to keep it coming with actual great footage is another story, and is definitely making skateboarding better today.