IN SANTA MONICA CALIFORNIA, FLAT SURF
MEANT NO FUN FOR THE LOCALS

In Santa Monica, the surf culture was booming in the 70s. Although the surf was great in the morning, it would die down later in the day. This flat surf left the locals restless and in search of more. The commercial skateboard had not been created yet, and locals would have to create their own setup.

Today we focus on pushing our products to
a level that has never been seen before

Although we aren't the largest company out their, we pride ourselves in the fact that we create some of the highest quality skateboard decks on the market. Countless hours are spent in the research phase to help create the best possible deck. We are blessed to have some of the biggest names in the industry on our decks.

The deck designs were forced to
evolve as the sport progressed

As time went on, the sport quickly progressed. As pool skating gained popularity, it created vert skating. The deck shape quickly evolved to cater to this new style of skateboarding. The boards also became much lighter and stronger through a proprietary lamination process that no other company was doing at the time. This process quickly became the norm in the industry due to it's success.

The board quickly grew in popularity, and was
even used by some of the early legends

As the boards spread throughout the bay area, skateboarding began to take when the urethane wheel entered the market. The combination of the two made for a board that could push the limits of what was thought possible. Local legends like Tony Alva skated the deck in his earlier years prior to starting his own iconic company.

Jay began shaping his first signature
skateboard deck in the back of the shop

In 1975, Jay spent the first half of the year experimenting with various new skateboard shapes. Using his knowledge of surf board shaping, he created a board that would set the bar and allow for a level of progression that the sport had yet to see. A few of the locals took notice and the board slowly began spreading throughout the area.

Jay and his wife owned a shop off of bay st. that
would soon become the birthplace for the company

Jay's surf shop was well known by the locals for being a no B.S. shop that catered to surfers looking for a high quality setup. In the beginning, Jay spent his time shaping surf boards, but slowly began to take notice of the growing interest in skateboarding. This interest would lead to the inception of the company.

They had the right idea, but they
didn't have the right equipment.

Local kids would create skateboards using wood from the hardware store along with trucks off of roller skates. They used these boards during the day while the surf was dead. The boards were unruly and had very little grip though due to the metal or clay wheels. This would all change though.