Active Ride Shop Attacks Bankruptcy Monster With +30 Sword of Discounts


Free shoelace belt, schadenfreude included with every order

Wherefore art thou, Active Erica lifestyle spin-off brand? Dark whispers surround the retail business these days and while the cynical among us may chuckle at the tumbling same-store comparisons of megamall corpo-goons, the Chapter 11 filing of Active Ride Shop, despite its generic clothing line and often clue-deprived layabout employees, hits a bit closer to home as a skateboarder-established business that has maintained at least one foot in the legit skateboard sphere, even while riding the web/mailorder blimp to untold riches during the boom years.

Ah yes. The boom years, when Brian Wenning leased a Bentley, filming video parts on American soil was tres gauche and a spacious suburban California home was just a shoe deal/zero-down mortgage away. In many ways it was a simpler time, free of the heated and conflicted emotions that troubled us in the aftermath of the Osiris video (embodied by the Aftermath Tour, and to a lesser extent Aftermath Records). My memory is not what it used to be, but I remember it more or less exactly like this.

What does a Chapter 11 bankruptcy filing mean for Active? Jeff Harbaugh, an action sports industry consultant who I can imagine sporting a goatee, explains in 1500 or so words over at TWS Business. Now I’m no lawyer, though I served as an understudy for this kid who played one in a poorly received junior high play, but I will attempt the same feat in 150 words: Basically Active has four months to get their shit together, conferring with legal wizards and big suppliers (read: skateboard distributors) to figure out how best to keep the crazy blimp afloat, as in the current climate you can imagine no skate company is especially eager to see a major buyer of hard and soft goods snuff it.

(Only 57 words! Note, the remaining unused words I have divided into several tranches according to their relative risk, packaged as securities and sold the lot off to investment banks, where noisy professionals are already at work structuring complex debt instruments around them – a plan assured to reward everyone handsomely and forever.)

There have been convincing arguments made to separate Active out from the likes of Zumiez*, PacSun and even famed Steve Rocco flip-job CCS, but the fact remains that on-premises miniramps or not, those semi-monthly catalogs and website saw Active eat off the plate of many a local skateboard shop, in the US and elsewhere, who haven’t had an easy ride either. I can’t say if Active is more or less worthy as far as “giving back to skating,” whatever that means in 2009, but I suppose the coming months will determine whether it’s worthy as a commercial enterprise. You would imagine that it is, though maybe in slimmed-down form. (There is an easy Active Erica joke in there somewhere for those who seek it.) If not, we’ll survive, yeah, but I can’t imagine things will be looking too hot for other entities on the brink of the abyss.

Regardless, people losing jobs is scary and not funny even when the economy isn’t in the toilet. Unless you’re one of those reptilian demons who works for AIG and bathes in kitten blood during your spare time. Because those guys are the total blurst.

*By the way, TWSB’s Josh Hunter earns a gold star for slogging through the Zumiez 10K filing

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3 Responses to “Active Ride Shop Attacks Bankruptcy Monster With +30 Sword of Discounts”

  1. andrew Says:

    If that isn’t the most misleading ad on earth!? The 30% is off only applies to Active brand products, which at this point is just T shirts and 50$ pants.

  2. sirj skateboarding Says:

    yeah, that sale is bs

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