Posts Tagged ‘fancy water bottles’

Pride Parade

February 27, 2015

TravisProblem

It’s 2015 and despite some generational turnover-style moulting, skateboarding has a lot to feel good about. Tony Hawk’s a millionaire several times over. Rodney Mullen is a snaggle-toothed guru of non-linear thought to Silicon Valley. We got Andy Roy gainfully employed and Fred Gall hitched. Even in the beleaguered independent board-and-shoe biz, growth prospects are good enough for capital formation to have graduated from loan sharks to the gaudily moneyed arena of private equity, placing the Flare and OG logo in good company with assorted interior design firms and taco retailers. The fat tail distribution of the skate-doc curve suggests that within several years’ time everyone who was pro in the 1980s will have had a movie made about them, prioritized somewhat by property-damage totals and conspiracy theorizing. There is a new Bronze vid.

Like a satisfied father, hoarse of voice after lustily screaming through the chain-link fence, watching his sponsorship-bound progeny trudge back up the park steps for another try at the kickflip frontside boardslide, skating seems to be feeling its oats and raring to tell the world — in press release form, as has become the industry’s customary form of communication besides Instagram. Graphical sock firm Stance and their shoe collaborators Vans seemed barely able to contain themselves recently, declaring themselves ‘honored’ to begin selling a group of socks colored to look like famous skateboards. “[A]s much as these legends have redefined skating, they have also reminded us to be true to ourselves,” Vans and Stance socks counseled shoppers.

Medieval theologian Pat Pasquale has been quoted warning that ‘inordinate self-love is the cause of every sin,’ but leave it to the skating biz to thumb nose and/or tail at even the highest of authorities, never mind those Mother Mary sleeves. With the Plan B video looming, Etnies last autumn proudly welcomed Chris Joslin, not long after those Sole Tech tourmates to be at Lakai proudly introduced Jon Sciano and the Fura shoe. Lakai also proudly launched the Spring 2014 Echelon collection, having earlier proudly announced Daniel Espinoza to the team and proudly introduced Vincent Alvarez’s shoe.

Just last month Paul Rodriguez’s Primitive skateboards proudly welcomed double Flip king Bastien Salabanzi, the same month Transworld was proud to grant a posthumous ‘legend’ award to Jay Adams, while Vox shoes proudly hired Victor Garibay and RVCA was proud to offer clothes designed by Elementeer Juian Davidson.

Things slowed down somewhat this month with Street League and SPOT contest supervisors proudly joining forces, and the water company Fred Water proud to sponsor Jamie Thomas and Tony Hawk, among others.

Who retains humility in these heady times? As ever it requires an injection of that fabled 1990s rawness, in this instance, taking the form of JNCO denim pants, those heavily stitched movables with the reliably ballooning seats. Emboldened by its own capital infusion, JNCO pants have reannounced themselves to the world while communicating its investors’ zest for selling unconstrained denim garments without using the word ‘proudly,’ setting an example of understated modesty and grace that other action sport concerns might well emulate.

“JNCO defined a way of life that pushed the limits, encouraged creativity and championed individuality creating the original lifestyle brand that became the foundation of the 90’s youth generation. Presently, the Journey of the Chosen Ones (JNCO) is guided by its main principle: “Challenge conventionalism. Explore the unfamiliar. Honor individuality.” Through this platform, JNCO aspires to bring together the chosen ones – a multitude of like-minded individuals with a shared passion for culture, sports and the arts, on a collective journey that will strengthen their position as the leaders of today’s society.”

Dylan Rieder Reveals Bleak Worldview That Includes A Futile Struggle Against Robots, Sort Of Like In “Terminator 2”

April 17, 2012

Here at Boil the Ocean Affiliated Blogging and Alloy Solutions plc we care deeply for the welfare of the pros and assorted bros who are the heartbeat of the industry and indeed, the very culture itself. That professionals represent the fleshy bedrock of the whole shebang was highlighted in recent years by the industry-backed “A World Without Pros” hearts n’ minds campaign that successfully vanquished blank decks forevermore from our storefronts and ushered in a new period of peace and prosperity for hardgoods and softgoods manufacturers alike.

Which is why this Dylan Rieder interview is troubling, in the ‘extreme’ even. Rieder, once characterized as skateboarding’s “golden boy” by the second-best dude on Element* and maintainer of a face that has launched one thousand message-board posts, talks in stark terms of how he struggles to compete in The Street League and seems to have lost his zest for colorful clothing that could earn valuable photo incentive revenues. To wit:

You should be rich; you’re in Street League.
Yeah… after taxes and all it’s not that exciting. You can’t win any money out of there anyways competing against fucking robots. It’s the same top 3 people all the time taking all the money. They need to have a cash limit, like if you win 500 grand you get kicked out to help the rest of us who can’t land everything first try; maybe give us a shot at the money.

Dylan Rieder reveals that increased automation on the contest circuit has made it more difficult for him to pay his bills, similar to the plight of former auto factory workers in Detroit.

How did you end up in Street League? You’re the oddball. You’re not doing push ups, you’re not plugged into the wall. How did it happen and do you enjoy yourself?
Yeah, it’s alright. Dyrdek is my boy, Workshop and all. Maybe he just wanted another Workshop rider. He called me and asked me if I wanted to do it. Why not? It’s extra dough in my pocket. I’m normally not too fond of the whole contest circuit thing but I got a mortgage now. You got to think about the extra pennies that can help pay the gas bill. I don’t mind it. It is what it is. You show up, you bail a couple times and then you go home. I’m not in it to win it. Under the circumstances it’s not even physically possible because everybody can do everything every try and I’m not that technical of a person.

The malaise and hopelessness of not winning key Street League contest stops seems to be afflicting other areas of Dylan Rieder’s life. He describes a waning interest in branded apparel, embarking on a slippery slope toward the sort of drab and featureless government-issued garb that clothed generations of people living under strict communist regimes.

How come you’re not riding for some fantastic energy drink company?
Fuck. You couldn’t pay me a million dollars to wear one of those logos on my forehead. Their shit is fucked. It’s cool for those guys; they make a lot of money. I despise logos and I think it’s contractual if you sign up for one of those things that every time you’re on your board you have to have one of their logos near or on your body; it’s kind of retarded. They make little stickers that look like your shirt tags and you’re supposed to put them on you. It’s retarded. I don’t understand the Nascar outfit. The whole racecar uniform shit just blows my mind. But all those dudes are rich now so kudos to them.

You’re the polar opposite; you wear no logos at all. Just blank tees. There has to be a happy medium, no?
If it was something cool, I’d wear it. It would be cool to ride for Voss, that fancy water that comes in the glass bottle. Maybe 5-Hour Energy drink, that thing works.

The bleak tone in Dylan Rieder’s latest interview suggests that he has resigned himself to a lower socio-economic tier, destined to be outperformed by machines programmed with contest-point maximizing algorithms and sneered at by former coworkers. The potential loss is even greater when you consider that Dylan Rieder is, similar to Matt Hensley, Jim Greco and the Muska, among the few fashion innovators of consequence in recent years. As new owner of DNA Distribution and Dylan Rieder’s employer boss, does Rob Dyrdek have a legal obligation to try and lift him out of the dumps, possibly by leading a sing-a-long? If life sucks for Dylan Rieder, is there any hope for the rest of us? Do NASCAR fans really “do it better”?

*When “Time To Shine” came out, anyway