It's an unfortunate story...
MAYBE Oski should've stuck to a more traditional truck design... but would anyone have bought it without the allure of all these cool new ideas?
MAYBE he should've started smaller... but as stated, it was probably a huge initial investment to create the assembly line for a completely new product, so might as well at least try to break even, I'm sure they did at least a very basic business plan strategy.
MAYBE he should've sold hardware first, then moved on to softgoods, then finally trucks... but then who cares about another startup hardware/griptape company?
I respect the kid for going balls out on an extremely difficult project. He went a little too big, too fast, but he also saw the opportunity to help a floundering family-owned foundry/factory and that's an important part of industry that's easy to overlook. I work in manufacturing and every day we fight together with suppliers/manufacturers/customers to keep us all in business, so I can relate. I guess, according to
@Sk.A.T.A.N, Lurpiv wasn't able to prevent the closure of this business and loss of work for some folks, but that's a hell of a thing to try to do. As others have said, he's probably quite comfortable with his Nike checks and whatever else he's got going on (contests?) so he didn't need to do any of this. And then to close(?) the company with a lighthearted, "aw, shucks", type of instagram post, I think Oski is going to be OK, he seems to have his head screwed on right.