I've said it before, I'll say it again; Emerica is BLOWING it by failing to capitalise on the Y2K/mall-punk aesthetic. Think sweatbands, more re-issues, chain wallets, push the logo hoodies etc. They would need someone from the east coast to do this. David Reyes is rad, but he isn't marketable.
What I appreciate about Emerica is that they have a distinct aesthetic when it comes to skaters and videos, however, they have really pigeonholed themselves in the last decade.
Instead of targeting people in their twenties/thirties, they should be trying to get new customers in their teens.