Skaters seem more drawn to smaller names in the industry. In fact, 77% of skateboarders prefer to shop with specialty brands over top industry names on the market.?Why? Cultural Predispositions Skate culture was born in the underground and in many ways that is still where it thrives. Though there are bigger and more popular skate tournaments hosted every year, the majority of skating is undertaken by small groups of friends. It is a community-oriented affair. So, how does this apply to skate gear and apparel? Here are a few examples.
- ‘The System’ When a brand becomes too big, that can be seen as selling out. When one allows their ideology to be purchased and twisted by financial motives, that’s unforgivable. The Los Angeles Supreme shop, and indeed Supreme apparel as a whole, have escaped this. How? By maintaining exclusivity through the minimization of output. You can’t sell out if very few lucky people own your product.
- Anarchy Not all skaters are anarchists, but the idea of radical deconstruction of the powers that be still resonates with those who take skating seriously. Los Angeles Supreme shoppers see that deconstruction continues with every drop. Collabs that never would have been nor ever could have been in a traditional industry appear when you break down barriers.
- Rebellion as Freedom When you don’t have the answers of what we?should?do, but know in your heart what we are doing wrong, speaking up is all that you can do to affect change. Skaters speak with their wallets. If a brand becomes too big and makes moves that can be seen as selling out, the company is ousted in their attempts.
Of course, skating is more than boards, graphic tees, and a shared ideology. It is the collective love for a freeing activity. That energy is still alive and well in your local Los Angeles Supreme store. When it comes to the question of why skaters prefer small brands, the answer is simple. They are not apart of your system. And why should they be?