Shorty’s Cooper Draper Pryce

Necessity is the mother of invention, goes the old saying. You can put lipstick on a pig, but you can’t stop him from eating the whole tube, goes another. Deceased Macho Man Randy Savage repeatedly shouted “oh yeah.” All of these phrases are different ways of expressing the idea that ever since the days when cavemen urinated on cave walls, mankind has yearned and urinated to express himself and develop a personal branding motif.

So it is with mounting hardware, that little-loved backwater of hardgoods commerce usually relegated to some lowly corner of the scratched-up glass merchandise case, forgotten between professionally colored trucks and expensive Black Label stickers autographed by Jub. Or is it? A detailed analysis of history reveals that hardware purveyours rank among the creamiest in skateboarding’s would-be crop of self-styled marketing necromancers.

The original baron of bolts must be known as Shorty’s Tony Buyalos, who swept aside faddish concerns such as “Bridgebolts” to zero in on an increasingly truthful fact of the world in the early 1990s, which was that mounting hardwares generally were too long and got sort of wavy from street skating*. At the height of its power, the Shorty’s empire commanded consumer loyalty not only to its nuts and bolts but to an array of multicolored bushings, bearings and even riser pads, a shocking twist of fate since the declining popularity of riser pads was what first helped to develop a thirst for Shorty’s bolts that were shorter. An unrelated line of snowboards came to be sold, Rosa became the industry’s diva of the 1990s** and the Muska was signed as an employee, skateboarding but also innovating new objects like the “short stacks.”

Today the hardware kingpin with the wealthiest fame must be Nick Tershay who built a profitable clothes company by starting with some difficult to use but heavily endorsed mounting hardwares bearing the Diamond brand. I never did see many people ever use Diamond hardware, but a knack for color schemes and a knowing of the right people bolstered Diamond’s standing to the point where one of its premium t-shirts may fetch near $100 in an open auction format. The company separately has Mike Carroll signature hardware currently on offer.

The expansive market share and well-loved logos nurtured in our time by hardware companies raises queries as to why bolt-makers have been able to capture valuable soft dollars while companies competing to sell “sexier” products such as footwear and boards have struggled to stay afloat in recent years. Seven-ply maple decks and minimalist suede shoes have steadily marched toward commoditization but selling nuts and bolts, basically a commodity to begin with, has birthed lucrative empires that have helped clothe rappers and introduced the world to the multifaceted talents of Peter Smolik. Are hardware sellers forced to hustle harder than the next outfit because they are starting with a humdrum product? Does a major corporate superpower like Nike or K-Mart or BNSF Railways possess the credibility to jump into the hardware fray? Could Torey Pudwill launch the next great mounting hardware dynasty? Is mounting hardware a right or a privilege?

*Not good wavy like “Coke Wave 2,” bad wavy like going to prison for 75 years
**Runner-up, Ricca Gentry?

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16 Responses to “Shorty’s Cooper Draper Pryce”

  1. bewildered skate industry follower Says:

    it really is crazy to see where diamond went. their hardware used to break and their bearings sucked, but they had such a dope team and clean look. now its just a joke. chris brown and nonskating suburban “streetwear” white kids can have em. the vast majority of skaters dont give a shit about diamond now, even the ones that were down.

    great post though. never thought about the shortys/diamond parallel before

  2. Paul Says:

    Shorty’s were THE producer of backpacks in the mid 90s too, nobody else getting close with quality and simple design. They should go back to making those.

  3. intheknow Says:

    Goes to show how it’s not so much about the product and much more about the branding thereof…

  4. OaklandPete Says:

    Hardware has really good profit margins. A bag of bolts costs about 10 cents to manufacture and package, but sell for, what 4 bucks retail? Not bad. And if that logo gets trendy, bam, big time softgoods profits. Selling boards is for suckers.

    I also think Roughneck is doing a decent marketing job for a product you can basically buy at the hardware store for 1/10th the cost.

  5. Zottli Says:

    Who wants to help me develop a shoelace brand? And an auxiliary brand for those plastic caps at the end (what is the deal with those? Does anyone know what they’re called?)?

  6. matt Says:

    It’s called an aglet.

  7. matt Says:

    Been selling shoes for quite sometime…

  8. m477 Says:

    I like Allen bolts from the local hardware store. Current set has lasted a couple years now.

  9. JMH&%) Says:

    Still pissed that ugly ass Pud secured more awards and accolades for his awful looking skills. I’m going to guess a Thunderbolts revival for him but instead of T it’s a P. P for Possibly the lamest skater boy in a long time. Go 1%!

  10. al Says:

    my ugly-as-sin academy blue (patagonia) dunk lows came with black kevlar laces. i’ve yet to skate them though so i can’t say how tough they are.

  11. Anonymous Says:

    nuts.

    he he he

  12. Anonzies Says:

    shake junt is the new hardware empire but i like the videos they put out so….i hope they don’t disappear anytime soon.

  13. chad muska Says:

    make a new post you dick

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