Under the Board A look into the Culture of Skateboarding
Chapter 1 | The Griptape
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First observations Skateboarding has an eclectic array of brands, icons and symbols. Each offers distinct tribes something that reflects their lifestyle. You can tell a lot about a person is by the board and brands they ride. Under the Board | 3
Chapter 2 | Origins
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‘70s | Dogtown Surfers from the Los Angeles Area began to take to the concrete and mimic the motions of riding waves. Sneaking into backyard pools that were left dry by a severe drought. Skateboarding was born. Under the Board | 5
‘80s | Bones Brigade Skate ramps or “halfpipes” were being built all over the world and skateboarding was as popular as it has ever been. The Tony Hawk vs. Christian Hosoi rivalry fueled the sport and pitted skaters against fellow skaters. Hawk brought a technical approach to the ramp while Hosoi was busting massive airs. Under the Board | 6
‘90s | To the Streets Skaters took their talents to the streets. They began experimenting and playing in urban environments. While skateboarding was dwindling in popularity as far as pop culture was concerned, this was the beginning of a skate revolution.
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‘00 | Graffiti and Hip-HOp The notion of a “street skater” was born and forever married skaters to the streets. Extremely technical tricks became expected. So much so, that if you were not skating street, you might as well not skate at all. Additionally, skaters were sharing the streets with other subcultures, such as Hip-Hop & Graffiti. This injected heavy influences into skating lifestyle and fashion. Under the Board | 8
Present | Classics Skating is ebbing toward “cool� again in popular culture. While technical skating is still respected, skaters appreciate original and classic styles. Skaters collectively agree on classic styles and have a mutual respect for each other. There is now more concern with skating as an artistic endeavor. Skateboarding has become timeless. Under the Board | 9
Chapter 3 | Interviews
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“ (Skaters) are not afraid to mess up, we are not afraid to fail, we will keep trying over and over again and we might not get it, but there are a lot of things when you try something and you can’t do it you just stop” “Risks are risk because you have a substantial amount to lose, but you have a ton to gain” “I think (skating) goes back to what we shouldn’t be doing, it is what people are drawn to, it is that exciting and you feel like you are breaking the law, or doing something you shouldn’t be doing. It is worth it” “ The nature of skateboarding is super raw...it takes a lot of skill to do it...you don’t really know how hard it is until you try to do it and than you realize you might have an idea of these people. They might be laid back, don’t do well in school or do drugs, but then you see them do this skill, this act of skateboarding, and it is really impressive...I think people devalue it and don’t realize how hard it is” “The state of the board tells more about the skateboarder than the visual design.” Under the Board | 11
“The scratches on my board represents the scars of my life. It tells my stories.” “I still love skateboarding and always will, like many things in this world that adults do that kids do, it helps keep you young mentally and somewhat physically.” “Skateboarding is hanging out with your friends and doing what you like” “People cheering on other people when they land a trick is from a mutual love for a sport you’re trying...Understanding how hard what you’re trying is, it doesn’t matter what level you’re at if you’re trying you’re trying. It is commendable.” “There is no particular brand or size of board that will do more than the next, its whatever feels good on your feet.” “Art goes hand-in-hand with skateboarding. In my opinion it is an art itself...the way they move is art.” Under the Board | 12
Chapter 4 | A New Look
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Skateboarding is an act of expression that attracts individuals of all backgrounds, influences, places and mind spaces. What common threads do these individuals, from what can be seemingly opposite subcultures, share that attract them to skateboarding? What is the mojo that binds them together as Skaters?
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Chapter 5 | Segments
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Skater | The Adolescent Young and developing, this person is experimenting and engaging in risky behaviors through all aspects of their life. Thus, Skateboarding comes as a natural pastime. For them, life is eat, sleep, skate. They are 100% dedicated to skating and know “what’s up” in the culture by observing brands & marketing.
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Skater | The Lifestyle Even though this person might have chosen a career path away from skating, it will always be their first love. This person is respected in the skating community because they are always pushing themselves and those around them to keep getting better. They are able to pick and choose what parts of the subculture they want to associate with and which ones fit their personality best. They are not as concerned with brands and ride whatever they’re comfortable with. Under the Board | 18
Skater | The Pro This person rips and is respected by all. They are the ones setting the trends and often getting paid to skate. They are part of a tight inner circle of the culture. This person is looking at how they mesh with different skate teams, the personalities and the style in which they skate.
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Peer | Fellow Risk Takers This person doesn’t necessarily skate but plays an influencer role to skating through their sub-culture. Much like skating, these subcultures often take risk and stem from a place of impulse and self expression. They share similar hangouts and recreational activities and often co-express through art.
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Poser | The Takers This person takes from skate culture but does not give back. They rep the symbols and icons of skating and know exactly whats hype but in fact, this drives the core of the subculture away from those symbols and icons. They want the praise without the sacrifice.
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Chapter 6 | The Threads
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Thread 1 | Culture of Risk From its very origins, skateboarding has been about risk. Moving from water to a less forgiving concrete a skater has always been willing to sacrifice their body. There is a mutual respect for those comrades who will do the same.
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Thread 2 | Self-Expression Skateboarding is first an individual experience where the rest of the world wipes away and all that matters is the skater and their board. They escape into a world that unfolds again into a playground.
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A community of risk takers that do what feels natural
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Thank You
Lexi Alaga|Daniel Caldas|Patrick DeWitt|Ryan Hagen|Jazo Moises