Iconic skateboarding brand Santa Cruz turns 50th this year Immensely complex and high risk 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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Adidas has long been the nerdy kid standing in the shadows of the cool jock that is Nike. Immensely complex and high risk shirt Certainly, although Adidas is much older -2024 marks the 100th anniversary of brothers Rudolf and Adolf ‘Adi’ Dassler starting to work together on their family shoe business – Nike has long been the champion, always ahead of the German brand in sales and, it so often seems, kudos. Nike, it might appear, has come to embody the spirit of the rebel start-up – even while being a multi-billion dollar monolith – while Adidas was the corporate, suit-wearing stiff. This, after all, was the company that thought it was a good idea to name shoe styles ‘Nora’ or ‘Jeans’. The company which turned down the technology that subsequently turned into Nike’s iconic Air unit. The company that wouldn’t match Nike’s offer to Michael Jordan – who wanted to sign with Adidas – and so lost out on the sponsorship deal of the century. Hell, Adidas didn’t even know about its cult status among the fledgling hip-hop community until Run-DMC’s manager persuaded one its executives to attend one of their gigs, and found a sea of ‘three stripes’ in the crowd. While Nike made superstars of its designers, Adidas’ were mostly anonymous backroom boys. ‘Impossible Is Nothing’ is a good slogan, but ‘Just Do It!’ it isn’t. Peter Moore and Rob Strasser maybe had the same impression once: that Adidas was never quite up there. Until that is, the Nike design and marketing bigwigs left the company to join Adidas, much to Phil Knight’s fury. Strasser came up with the idea of relaunching Adidas’ back catalogue as Originals, together with its mothballed Trefoil logo, even if it did take a decade for the company to actually do it. It was also Strasser who pointedly moved Adidas’ US headquarters to Portland, Oregon, down the road from Nike’s.