Cory Kennedy, Celebrating A Shoe, Opens A Texaco-Shaped Back Door For Lil Wayne-Designed Textiles

gas-station

New York Fashion Week has come, bearing each customary ounce and parcel of loathing and dread. Behold, the grim reaper marks its approach this year by grimly and financially reaping DC Shoe corporate parent Quiksilver Inc. which earlier in the week sought bankruptcy shelter from creditors after U.S. consumers bemusedly abandoned its boardshorts and sweaters in larger and larger numbers. Nearly $1 billion in debt, shares plunging to 1 cent and eclipsed by nimbler retail gladiators such as H&M, prognosticators projected a pessimistic path for the erstwhile Quik.

“There’s just fewer kids out there that think the surf market is cool,” said analyst Mitch Kummetz of B. Riley & Co. “The heyday of the late ’90s and the early 2000s is a distant memory.”

It is a bleak vision of things to come not just for the DC Shoe Co USA, which remains a much-going skate concern despite Quiksilver axing its skate team 2.5 year ago, but other longsuffering company mavens aspiring toward pudgy soft-goods margins may also find themselfs slapped awake from any lingering all-over print dreams by the harsh reality that not even spacewolf penny completes and branded tote bags could bar Quiksilver’s door against the corporate poltergeists of high fixed costs and irate shareholders.

Yet when titans of commerce stumble, their sharp elbows and 900 pound weightiness can rip holes in the space-time continuum through which copious amounts of shadenfreude may briefly gush, and also roomy enough for upstart entrepreneurs to assert their product visions boldly upon this greasy stage of trade. Lil Wayne, a widely known personal brand from Hollygrove, New Orleans, has pursued skate fandom and purchased Thrasher merchandise long enough to have absorbed the industry’s notorious inclination toward boom-and-bust cycles, a gruesome fiscal paradigm likely all too applicable to the now-blighted business of selling musical CDs and official ringtone files. Having long since moved on from endorsing Girbauds and Hot Boy Wear brand underpants, it only was a natural Darwinian process for Lil Wayne to apply his design prowess to clothes aerodynamically equipped for skateboarding, yet for several seasonal retail cycles Trukfit has seemed to revolve within the same treacherous surfweary space through which the planets Quiksilver, Rusty and Hurley hurtle, unable to penetrate the unlucrative but theoretically critical hardcore skating demographic*.

Adopting the sort of per-diem spendthriftiness of top-tier talents such as known electronics-hoarder Billy Marks may have contributed to the sinking of the good ship Quiksilver US Balance Sheet, but could this same genomic quality prove Trukfit’s salvation? The unfettered, devil-may-care approach to gas-station checkout counters that elevated neon-sided Wayfarer wannabes, mystic wolf t-shirts and exotic straw hats to positions of pride on skateshop shelves could prove Trukfit’s diesel-scented lifering in this time of harsh economy.

Lil Wayne’s presumptive life-ring thrower in this fantasy is none other than industry pool-boy Cory Kennedy, he of the blade shades, leafy sombrero, mid-career abrupt-transition fixation and post-‘Pretty Sweet’ lost weekend. A long-overdue sneaker nod from skate biz cornerstone Nike Inc. last week revealed that Cory Kennedy’s ever-present and malleable hunger for novelty wears has expanded to include Trukfit gear of a rainbowy persuasion, amid leys, grass skirts and certain other Hawaiian accoutrements. In scenes that recall ‘Fulfill the Dream’s’ beloved Wallows sequence except with the brightness inexplicably dialed down, the occasionally Trukfitted Cory Kennedy and his friends crunch through various of Hawaii’s grittier pockets en route to a volcanic peak-to-peak kickflip wallride and a presumptive SOTY-baiting year-end footage dump via ‘Chronicles 3′ and TBA web clips still to come.

Will a midstream transition to gas-station swag status absolve Trukfit from any sins of marketing meetings past and clear a new and lucrative path to skateboarders’ closet-floor piles? Are the stakes for Lil Wayne that much higher following his recent split with Baby and uncertain ‘Carter’ album cycle future? Was the dark Nike clip supposed to imply the viewer is wearing sunglasses the whole time? Is 2015 the year Cory Kennedy’s sponsor cabinet advisers will convince him to ‘apply himself’? Will any resulting SOTY check and bonus sponsor payments trigger a truckstop retailing boom large enough to offset revenue slides triggered by the crude-oil price collapse?

*Identified as persons who own and ride skateboards

Tags: , , , , , , , , , , , , , , , , , , , , , , ,

8 Responses to “Cory Kennedy, Celebrating A Shoe, Opens A Texaco-Shaped Back Door For Lil Wayne-Designed Textiles”

  1. Chew Says:

    Not that I’ve skated a pair of DC’s in over a decade, but it is pretty crazy to think about them going under. Lotta memories in those shoes, not to mention their legacy in skating. Wild times in post-millennial skating.

  2. pilot light Says:

    Quiksilver US aims for a Chapter 11-style bankruptcy, designed for the struggling entity to re-emerge more fiscally fit at the end of the process, so DC Shoe Company likely will persist

  3. Ape Oven Says:

    Just to clarify, that ‘Fulfill the Dream’ sequence wasn’t Wallows in Oahu, but rather the “Tea Bowls”/Mar y Cel in Montecito, CA (long a rich man’s playground and located just south of Santa Barbara, hence the Shorty’s connection). It was built in the ’20s by a spice and coffee baron as an aqueduct for his expansive gardens adjacent to his home, and similarly to Wallows, it had been skated since the ’70s, with a notable appearance during a scene report in an episode of Nickolodeon’s “SK8-TV”, which can be seen on Youtube. ~~

  4. michael burnett Says:

    Truk the world

  5. tonecapone Says:

    dc shoes will be sold off,who will buy it only time will tell.the team wants to pray that rob dyrdek dont buy it.yeah i got the brand back and under control so you a.w.s guys will be safe.what a total liar. my fondest thoughts of dc would be the late 90,s when every other skater on all the 411vms had the boxers,clockers and rudy johnson type models on.sadly those glorys days are long gone.

  6. zwbxoohm@gmail.com Says:

    Some directories have default descriptions for particular categories. In order to gain online visibility it is recommended to use a good SEO services provider. Even so, I believe Kris Roadruck made a lot of good sense in his comment when he explained that, “Doing [the redirect] can certainly help would-be linkers know which is the appropriate address to make use of when linking.

  7. cheap Chillums Says:

    Very Nice-Quick Shipping!!!!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: