Posts Tagged ‘Trukfit’

Lil Wayne’s Poseur Card Revoked on Podcast Testimonialism

January 14, 2017

lil-wayne-tweet

Most people enjoy being the dominant life form in whatever room, building or landscape they may occupy. Cactuses, sperm whales and the common housefly all stand meekishly in the shadow of humankind’s achievements, which include mastering fire, developing the multibillion dollar telecom industry, and the Garfield coffee mug franchise. Even the largest and most ornate beaver dams and termite mounds are a joke compared to man’s buildings which literally tower over other species, often dominating them in their own habitats.

In recent decades skateboarders similarly have differentiated themselves from other members of their species, displaying a capability to navigate backyard transitions and flip boards underfoot, at first in a stationary freestyle way, and later while maintaining respectable speeds. Possessed of a tribal instinct forged in the flamey fires of societal rejection, skateboarders identified themselves with lopsided haircuts, freeform denim and flat-soled suede sneakers, snarling at pretenders trying to cop the look without paying dues in parking-lot hours and spilled blood.

Does the poseur, which once jockeyed with jocks and security guards for archvillain status, conceptually survive in this brave year of the rooster, 2017? Fattened on mall money and transfixed by sly winks from extreme-intrigued ingenues, collective guards have fallen away. Advice on appropriating skate stylings have become common enough that Jake Phelp’s occasional grouchy grumping over Thrasher tee-sporting celebrities is seen as increasingly quaint.

Now comes Lil Wayne, née Dwayne Carter, Cash Money Records’ Danny Way, an industry-reared wonder boy possessed of once-in-a-generation talents, later estranged from early benefactors and in later years, outpaced by onetime proteges. In his post-platinum era wanderings, which also has included guitar solos and bowling, Lil Wayne picked up skateboarding, following earlier lines drawn by Pharrell ‘Skateboard P’ Williams and Lupe Fiasco. Eagerly written off after publicly declaring his dedication, Lil Wayne somehow stuck with it, living down ill-considered proclamations of prowess and conceiving the obligatory terrible clothes company. Along the way the ‘A Milli’ author earned love from actual skateboarders the old-fashioned way*:

Conor Champion: “He’s a little kid that just started skating in a grown millionaire’s body. Out of everything he could be doing with his free time, he’s choosing to be at the skatepark with us at three in the morning. You have to realize he could be doing literally anything in the world at that moment.”

Now, as far as wiling away hours at the park as a barometer of love for skating, many 10-year-olds measure up. Investing more than half a decade and then shaking off a droughty croak to muse for an hour over truck heights, the tradeoffs of filming in parks, getting kicked out of parks, lighting up spots with Iphones and hanging out behind restaurants to skate a bank-to-wall at 4:00 in the morning — that’s a horse of a different color, unsaddled by celebrity dilettantes and fair-weather penny cruiser pilots outfitted by 401(k)-toting stylists loathe to shovel the manure of bailed kickflips and gashed faces. With a profane pithiness suited to the penman responsible for one of rap music’s greatest verses, Lil Wayne justified himself last month on Chris Roberts’ ‘Nine Club’ podcast:

Lil Wayne: “I hate to use the word perfect but I’m the perfect guy to explain it. I’ve experienced a lot of great fuckin feelings. I’ve seen checks with a lot of zeroes on them bitches, with my name. I’ve experienced a lot of wonderful… moments with women. I’m talking about fucking her while her movie’s on in the background. With your music on the radio. I’ve opened a lot of great doors, I’ve seen a bunch of smiles on a bunch of faces…. I swear I don’t know if there’s a feeling that comes close to landing on them four wheels.”

Will Baby try and put the kibosh on Lil Wayne releasing a video part while still under a CMB contract? Does employing a housekeeper for one’s private skatepark and also a co-located bowling alley qualify Lil Wayne as ‘upriver’ on Jason Dill’s famed skate-scale or does it require a different benchmark altogether, like maybe the Russian deeps of Lake Baikal? Was all of this foretold after Ty Evans placed Mannie Fresh music into ‘Fully Flared’ for Lucas Puig, JB Gillet and JJ Rousseau, a music supervision masterstroke that may also have absolved Ty Evans of any number of indie-rock missteps over the years?

*Not like that, you pervert

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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