Time was, a young man headed west to probe the frontier, seek fortune and treasure, and just maybe discover a small piece of the American Dream along the way. This was the inspiring tale behind such 1980s computer game franchises such as ‘Tha Oregon Trail’ and 1990s escapades in skateboard distributorship involving chiefly American Dream Unit, but the ensuing years have seen several stars realign and scripts flipped such that Alex Olson, heir to a Dagger dynasty and budding entrepreneur, leaves the Southern California desert basin that raised him in search of a more-inspired industry pathway to be had in New York City, known to some as the City of Lights.
Of a piece with the ‘classic era’ tricks and sensibility that helped land a young Alex Parker Olson on the cover of that now de-funked Skateboarder mag, the breakaway Crailtapper’s brand vision involves pushing skating outside its corporate and cultural comfort zone. However, a couple decades removed from the racially/sexually/violently charged graphics of the World heyday, Alex Olson’s personal vision quest seems to revolve in large part around some of the few remaining industry taboos to be had: the Italian tongue, rave music and a more malleable view of sexual orientations that earned him a ‘Skate or Bi-Curious’ T-Eddy award. So what’s ‘the deal?’ And what about the phone number? Will the market continue to bear premium prices for fancy t-shirts? Is Bianca Chandon what’s hot in the streets?
Alex Olson recently divulged some of the venture’s spiritual touchstones when crafting the company:
AO: I think I had mentioned to Brian (Anderson) before 3D was thought up that it would be really cool to name a company after a boat.
Belying Alex Olson’s cat-and-mouse branding game is a quiet assertion of aggression via his recent hairstyle, as captured within some Thrasher photos. The embrace of pigtail braids not only pushes the grand Alex Olson envelope that much further, it also harkens back to 1990s rap hairstyles sported by game-related legends ranging from Snoop Doggy Dogg to Wish Bone, Ice T and that other redheaded stranger, Willie Nelson. Alex Olson is challenging the industry to keep pace with his bold moves, even as he challenges up and comers to match his vertically oriented wallrides, absorb his rave sounds and sport spotless white linens on tough city streets.
AO: I wonder if pigtails will come in as the new style.
TWS: You launched it bro.
AO: It would be funny if everyone had pigtails (Laughs.)
Is the onetime APO nonchalantly carving out his own lane or risking a multi-car pileup by shifting gears on fickle hard- and softgoods consumers one too many times? Will the Supreme vid answer all or just unspool further questions, like an unhelpful Cheshire Cat that is also bearing coveted Scott Johnston clips? Will Bianca Chandon’s party line grow in stature to one day rival They Might Be Giants’ ‘Dial-a-Song’ service for domestic phoneholders?
Tags: ADRs, ADU, Alex is the Answer, Alex Olson, Bianca Chandon, Cherry, desert islands, Ducktales, E. 1999 Eternal, feasters, Gavin MacLeod, Girl, Hot Boat, mare's tail, Marlboro Men, on deck, pigtails, ravers, Snoop Lion, Tha Oregonian
boil the ocean 
March 7, 2014 at 8:25 am |
I am glad you posted, but I have been extemely disappointed in your productivity the last two quarters. The voice of a generation, last of a dying breed. The internet cloning device allows for easy content posting. Frozen in Carbonite has started reblogging, shit is all fucked up. I condider Boil and F.I.C. to be the gold standard. Sort of like The NY Times and The Washington Post. Yet when we need you most, you pull back. Emotionally, I can not go on like this.
Boil, Frozen, 48 Blocks, Bob Shirt, You Will Soon. I listed them in order of content submissions. There is no content anywhere.
Please look to my tumblr for inspiration. If you like it, maybe I can intern for you. I was born in the seventies, started skating in the 80s, and became a man in the 90s. Since then I havent done much.
Dougiedunndidit.tumblr
Thank you for the continued discourse on rocking.