The way apparel has been worn and created by skateboarders has had a tremendous impact on popular culture at large. In Skateboarding Is Not A Fashion, the authors have taken great effort to document all aspects of this aesthetic movement; from its roots in the 1950s as an offshoot of surfing culture, through the early 1980s when skateboarding found itself after a crucial underground period of soul searching and DIY expressions of individuality. Early generations of surfers and skaters wore coastal lifestyle brands such as Jantzen, Hang Ten, Jams, and Hobie. As the culture progressed and developed its own distinct identity, brands core to the scene such as Vans, Santa Cruz, Powell-Peralta, Sims, Alva, JimmyZ and many more jumped into the fray with their own apparel. Nearly every area of garment design was touched by skate wears aesthetic influencing the design and fashion of innumerable media from printed T-shirts to board shorts and denim to track suits along the way. Telling the
inside story of skate couture in the words of those who lived it, Skateboarding Is Not A Fashion features original commentary from designers, company founders, and pro skateboarders who have defined skateboardings look for generations. Skate personalities we meet include Stacy Peralta, Lance Mountain, Tony Alva, Brad Bowman, Steve Olson, Steve Caballero, Steve Van Doren, and many more. Skateboardingsunique attitude and style have captured the imagination of millions over the decades and Skateboarding Is Not A Fashion is the cultures magnum opus lookbook.