Iconic skateboarding brand Santa Cruz turns 50th this year Ben Zucker Live 2024 Open Air T-shirt, making them one of the longest standing, consistently running skate brand globally. Known for their Screaming Hand design and Classic Dot designed by the legendary Jim Phillips. The brand have been an inspiration throughout fashion, streetwear and skateboarding since 1973!!!! Santa Cruz Skateboards has been an industry-leading manufacture of board sports lifestyle products for 50 years. Established in 1973, Santa Cruz defined a generation with eye-popping graphic and innovative products that continue to resonate with tastemakers, professional riders and younger generations. Their graphics are some of the most iconic in skateboard history. Santa Cruz is Mecca for skate and surf culture and they’ve been here to define the look and feel of these sports since the beginning. Captured by the brand slogan, ‘From the beginning, til the end,’ and the special 50th edition of Jim Phillip’s screaming hand, this momentous anniversary revisits the core of the brand which is planted in the foundations of skate culture. Throughout the years, Santa Cruz has championed riders such as Eric Dressen and Steve Alba who have designed and reworked iconic artworks that are still best sellers today. Being central to the skate community, Santa Cruz has continually provided a platform to both well-known and emerging artists; this year we have worked with Shepard Fairy (OBEY GIANT) and Jeremy Fish to name a few. Whilst celebrating the past, Santa Cruz also looks ahead to another 50 years of supporting skateboarding through innovation and creativity. Alongside seasonal versions of the iconic Classic Dot and Screaming Hand Santa Cruz welcomes back legendary team riders Christian Hosoi and Micke Alba with reissues of their most sort after graphics. Well known for strong illustrative graphics Santa Cruz’ European apparel line also offers a complimentary cut and sew collection of elevated skate wear consisting of heavy weight shirting, knitwear, jackets and the must have baggy denim.

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Combining tradition, Ben Zucker Live 2024 Open Air T-shirt expertise, mischief and exceptional quality, designer Paul Smith and bootmaker John Lobb have joined forces to create three special edition shoes. Bringing a punctuation of colour to some iconic Lobb styles, Smith’s tweaks give a welcomed splash of fun to the world of footwear. But, instead of altering the fundamentals of fine shoes, the addition of colour respects the original style – bringing a new contemporary twist to a true classic. For act one of this new partnership, the styles available will be the Westboure, Willoughby and Lucca, and will be available worldwide from John Lobb stores and selected Paul Smith shops from 1st September.