Posts Tagged ‘Girbaud’

Of Denim, Dynasties and Destiny

May 1, 2022

Like the krill-scented belch of some deep-dwelling leviathan, a discordant breeze this week did blow. It was the ‘wind of change’: Tyshawn Jones announced on the Internet that he would depart the FuckingAwesome team, for a destination yet untold. Na-Kel Smith would be joining him, and for the first time since ‘Cherry’ it felt as though the expletiveamania juggernaut Jason Dill had built via junior high class photos around this generation’s ‘LA Boys’ was beginning to sputter — sort of like if in ‘Tha Last Dance’ Jordan and Rodman had quit the Bulls after a few championships to start their own expansion team that will also sell ‘pre curve’ trucker hats and airbrushed towels.

Jason Dill long has said FA was ‘for the kids.’ But strictly speaking is was not by them; perhaps it was inevitable that the tweens Dill and Anthony Van Engelen plucked and provided the platform to achieve big-fish status at one point would strike out on their own, but it leaves to burble the question of what might have kept them within the FA fold?

The answer plainly is jeans. It is a knowed truism that in 2022, year of the grub, if you cannot command a $35 pricepoint for a cotton t-shirt, you have no business being a skateboard company. And yet, with the price of a cup of gas thundering higher and supply-chain snarls and snurls reducing the product-slinging pro to a beggar for mismatched trucks, forward-thinking companies have staked their future on a more lucrative and precarious sphere — designer jeans, that fibrous endeavour that immortalized Antoine Boy’s horn and made Marithé and François Girbaud into 13th Ward icons.

Forced into the wilderness for years first by cords, then by Dickies, Carharts and assorted chinos, jeans now are the stuff of kingdom-making and eternal glory. Polar, once a Nordic upstart consumed with frontside shove its and male nudity, is now a de facto jeans company, made into an international dynamo by its zeitgeist-anticipating Big Boy line, which has been projected to occupy significant capacity levels on Maersk Line ocean freighters. Supreme remade the much sought-after Blind jeans of peak World years, putting the company’s current zombiefied incarnation, when they brought out their own version, in the unique position of aping an homage. Primitive is not so far off, marketing Tiago jeans endorsed by a noted Big Boy client. On the other hand, the strength of the Palace Jeans franchise doubtless played a role in forging its partnership with Stevie Williams manual accessory maker Evisu and more recently the Calvin Klein alliance, one of the more powerful collabos of recent vintage*. Bronze, Quasi, Theories of Atlantis and others all offer customized jeans with branded trademarks.

And what of FA? It is impossible to deny that as a company, in utter reality, they sell jeans. And yet the relatively few models proffered upon the open market of their digital storefront are outnumbered by neon-coloured corduroys, polar fleece sweats with stylized eyeballs on them and surf shorts adorned with graphical representations of babies fistfighting in the nude. To be sure, FuckingAwesome is a power in board sales, but with a fortune to be made hawking jeans to the parched and crypto-rich masses of our day, can FA truly be said to be a jean dynasty worthy of wanton worship and a $150 MSRP?

If FA had committed earlier and more fully to dominating the jeans game, would its pants-related earnings have made Tyshawn Jones and Na-Kel Smith think thrice before leaving a company drenched in denim riches? Or to adopt a ‘Kriss Kross’ position, is it rather that FA ought to instead lean even further into developing and selling graphical boardshorts? Is it time for the forward-thinking pants mogul to make a countercyclical bet on brown cords and boot-cut pants ahead of an inevitable ‘04 nostalgia wave?

*Are those Shaun Powers jeans u are wearing?

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

September 12, 2015

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