Are Euro brands under appreciated?

[yghartsyrt]

When browsing the video sub board, but also in general, it seems that a lot of brands from Europe don’t get the same attention as US brands.
I find this fascinating, especially since a lot of Euro videos are incredibly gnarly with their rough spots - even compared to New York or the PNW.

What do think, is the reason?
Does it only boil down to ignorance?
Is it because skateboarding is centered in the US and just gets filtered through that lens?
Is Euro skating inferior?
Fred Gall?

I know there exceptions to this: polar, magenta, palace, sour, heroin. 

[Shtonk]

I'd say it's not only the industry but also the Euro skate content itself that contributes to this: Most of it is either way under par or just a copy of what's hot across the Atlantic (Vans Euro vids are a good example). Anyone that's done it their own way and ain't afraid to get buck has indeed prospered over the recent decade. You listed Polar, Magenta, Sour and Palace, but also keep in mind Atlantic Drift is an entirely Euro ting, Blobys had a big moment. Who else do you think deserved a shine they didn't get for being Euro? Isn't it similar that derivative and underwhelming US work gets equally ignored?

[Síota]

What brands are you thinking about? Small US brands are not really over here either. Like for example I've never seen a Strangelove deck and my local can't get them in.

[alraunen]

I don't think it's ignorance, basically there's 2 big problems for the euro brands to reach the US market:

1- They need to be successful in their country and then in Europe. Here's where most of the brands fail because here in Europe I think people buy less stuff in shops because hardgoods and softgoods are way more expensive.

2- Shipping and import fees, all the brands you mention have solid US distribution (Theories, Keendist, Bakerboys...) but before reaching that status it's really hard for them to reach the us market considering all the fees and investment.

[somethingmustbreaknow]

it's the names, it's always the names. their spelling's so complicated. 

[Rasmus]

I think it used to be worse.

your exceptions are a good indicator that it is indeed possible to get a lot of traction over here. One thing those brands have in common is that they got established on having a much more local style. It's skateboarding that has adapted to its own environment and are not trying to do sunny California in foggy London.

I don't follow the super euro scene as closely as I used to, but I remember that there was this brand from Andalusia (I think) that would often come out in Puzzle, when that was still running, and they would skate these amazing spots in small villages in mountain - it gave birth to some very interesting lines, that were part plaza skating and part hill bombing. I thought that was cool, because I can't think of having seen that anywhere else - it's the same with Yuto's Tokyo part. His skating looks different (and better!) there than it does in Cali (where it looks a bit like he's only interested in 1up'ing the very traditional spots). Just trying to say that I'm all for exposure of other scenes than the American one.

EDIT: I think Alraunen's answer is probably the correct one.

[yghartsyrt]

What brands are you thinking about? Small US brands are not really over here either. Like for example I've never seen a Strangelove deck and my local can't get them in.

Antiz comes to mind. Film as a truck company. Poetic collective. Blast.


It may also be just my bias - especially with reading mostly us based media (slap, thrasher).

And maybe the problem also is, euro brands are mostly relying on US trends.




So, I guess it was just too early in the morning here for a solid hot take.

[devils acrobat]

it's the names, it's always the names. their spelling's so complicated. 

Rumour has it Magenta had to change their name from Magenteaux to be successful in the US 

[alraunen]

I think it used to be worse.

your exceptions are a good indicator that it is indeed possible to get a lot of traction over here. One thing those brands have in common is that they got established on having a much more local style. It's skateboarding that has adapted to its own environment and are not trying to do sunny California in foggy London.

I don't follow the super euro scene as closely as I used to, but I remember that there was this brand from Andalusia (I think) that would often come out in Puzzle, when that was still running, and they would skate these amazing spots in small villages in mountain - it gave birth to some very interesting lines, that were part plaza skating and part hill bombing. I thought that was cool, because I can't think of having seen that anywhere else - it's the same with Yuto's Tokyo part. His skating looks different (and better!) there than it does in Cali (where it looks a bit like he's only interested in 1up'ing the very traditional spots). Just trying to say that I'm all for exposure of other scenes than the American one.

EDIT: I think Alraunen's answer is probably the correct one.

Are you talking about Alai? Probably the peak of spanish skateboarding

I watched Alai Olé so many times

https://www.skatehype.com/v/12562/alaiole-alai-skateboards-2006-50p

[xrossings]

Jart - No
Everyone Else - Yes

[ziggy]

everything that is not American is under-appreciated in skateboarding

[Rasmus]

Expand Quote

I think it used to be worse.

your exceptions are a good indicator that it is indeed possible to get a lot of traction over here. One thing those brands have in common is that they got established on having a much more local style. It's skateboarding that has adapted to its own environment and are not trying to do sunny California in foggy London.

I don't follow the super euro scene as closely as I used to, but I remember that there was this brand from Andalusia (I think) that would often come out in Puzzle, when that was still running, and they would skate these amazing spots in small villages in mountain - it gave birth to some very interesting lines, that were part plaza skating and part hill bombing. I thought that was cool, because I can't think of having seen that anywhere else - it's the same with Yuto's Tokyo part. His skating looks different (and better!) there than it does in Cali (where it looks a bit like he's only interested in 1up'ing the very traditional spots). Just trying to say that I'm all for exposure of other scenes than the American one.

EDIT: I think Alraunen's answer is probably the correct one.

[close]

Are you talking about Alai? Probably the peak of spanish skateboarding

I watched Alai Olé so many times

https://www.skatehype.com/v/12562/alaiole-alai-skateboards-2006-50p

Yes exactly - thank you! (I remember it took me a while to figure out, what they were actually called, because 14 years old me had a hard time reading the font)

Was I correct in that they were an Andalusian brand? I seem to remember that they were region specific, but maybe my mind is just playing games.

[HeapsCool]

I think it’s because American culture is quite insular and inward looking which is understandable due to the huge and varied nature of the USA aswell as the “shining light on the hill” indoctrination.

things like Atlantic drift, Sour and Palace get a lot of shine and are creating a more global skate culture but it can’t and shouldn’t shake its Californian roots as it’s history is important.

[Prostate Exam]

Jart - No
Everyone Else - Yes

I think we can close the thread now

[DISTANT RUMOURS]

One of the best Euro brands was Colorblind (the name is still out there but it's NOT the same company)

The skaters weren't really "pro", but they were local guys who were flow for some US companies.
I guess they all figured out they were never going to get further than that and they started this company.

I don't really know how else to explain it.

I'm not in any way taking away from their talent, Sven Aerts and Mischa Zwaan could have easily turned pro if they lived in the US. They were INSANELY good. As you can see they also had a girl on their team, in the 90's!

You might recognise Kaspar Van Lierop's name as well. The old NIKE SB tm.
Geoffrey Van Hove became Youness' filmer later down the line.

Graphicwise they had the help of Piet Parra, and as we all know, that guy became pretty famous.

[DISTANT RUMOURS]

Speaking of Parra, TIRED is technically a Euro brand as well. Dude lives and works in Amsterdam.
And that brand seems to get plenty of love right?

[DISTANT RUMOURS]

MISCHA ZWAAN appreciation.

This was way past his prime, and he skates Regular. Shows how good he actually was in his prime years.
He was flow for Habitat/Alien Workshop for a while (which you can tell from the footage).

https://www.youtube.com/watch?v=_AeFd-u9jfE

[behavioralguide]

Dont think any of these dudes went beyond distro flow much
(Filmed 2005-2010)
https://youtu.be/naMGryFkphM
https://youtu.be/nbDR5XDA-8s

[yghartsyrt]

One of the best Euro brands was Colorblind (the name is still out there but it's NOT the same company)

The skaters weren't really "pro", but they were local guys who were flow for some US companies.
I guess they all figured out they were never going to get further than that and they started this company.

I don't really know how else to explain it.

I'm not in any way taking away from their talent, Sven Aerts and Mischa Zwaan could have easily turned pro if they lived in the US. They were INSANELY good. As you can see they also had a girl on their team, in the 90's!

You might recognise Kaspar Van Lierop's name as well. The old NIKE SB tm.
Geoffrey Van Hove became Youness' filmer later down the line.

Graphicwise they had the help of Piet Parra, and as we all know, that guy became pretty famous.

totally forgot about colorblind – Louisa Menke was quite a thing back then.

maybe this be moved to the appreciation forum

things like Atlantic drift, Sour and Palace get a lot of shine and are creating a more global skate culture but it can’t and shouldn’t shake its Californian roots as it’s history is important.

who ever talked about that?

[Yakusoku2]

Expand Quote

Expand Quote

I think it used to be worse.

your exceptions are a good indicator that it is indeed possible to get a lot of traction over here. One thing those brands have in common is that they got established on having a much more local style. It's skateboarding that has adapted to its own environment and are not trying to do sunny California in foggy London.

I don't follow the super euro scene as closely as I used to, but I remember that there was this brand from Andalusia (I think) that would often come out in Puzzle, when that was still running, and they would skate these amazing spots in small villages in mountain - it gave birth to some very interesting lines, that were part plaza skating and part hill bombing. I thought that was cool, because I can't think of having seen that anywhere else - it's the same with Yuto's Tokyo part. His skating looks different (and better!) there than it does in Cali (where it looks a bit like he's only interested in 1up'ing the very traditional spots). Just trying to say that I'm all for exposure of other scenes than the American one.

EDIT: I think Alraunen's answer is probably the correct one.

[close]

Are you talking about Alai? Probably the peak of spanish skateboarding

I watched Alai Olé so many times

https://www.skatehype.com/v/12562/alaiole-alai-skateboards-2006-50p

[close]

Yes exactly - thank you! (I remember it took me a while to figure out, what they were actually called, because 14 years old me had a hard time reading the font)

Was I correct in that they were an Andalusian brand? I seem to remember that they were region specific, but maybe my mind is just playing games.

Hello! They were from Basque Country. Really good team. I chatted usually with one of them through MSN Messenger and he sent me to Japan two decks. A basic logo deck which I skated and I liked, good stuff. And a pro model of a French guy who’s name I can’t remember. The graphic was a green cigar or something like that. The deck is at my parents house and never skated it. Memory unlocked! Thank you!

Regarding the topic, I think USA has a great variety of spots and styles, so it’s reflected on the brands and their teams. Anti Hero and Hopps are really different. There is also something more, a lifestyle. Every brand seem to reflect their own lifestyle and it’s appealing to us overseas. We wanted to be Piss Drunx during the 00s. Brands from outside USA haven’t that X factor. Maybe Palace/Magenta/Polar a little bit?

[easymoneysniper]

i appreciate Sour & their skaters + videos. don't really care for their soft or hardgoods tho

i appreciate Polar cuz cool art direction + cool skaters + cool videos

i appreciate AD because best vids and best skating in da game

palace is meh. similar vain as supreme where unless ur sponsored by them, wearing it makes u a poser loser. heitor is sick tho

any other Euro brands worth mentioning? hardbody is sick. Isle is ight just cuz Mike Arnold

[lurkluke]

Adidas

[jinn]

Where do you bet your wood?you get it from the new world?I get it. That’s the city of angels but all the world videos was fake even love child. Shilo is a a goat tho. But is the woods in China actually as bad as you guys say? I don’t get it. I am little but busted hella world boards when I was middle aged in 1994. I stomped through Rocco’s world and into his pocket book.
Find your place in line or start your own. Hahaha Rambo Bamboo. Where fours all the wood come from?I love polar. And they had that shot palace and I mix them up. And pontes  is kinda unbearable and anoying. but Dane Brady is sick. Sorry dowager foundation is a death trap tho. Anyplace can be. Get out there and get something. Cee lo green in that domg.

 

[Paul Cicero]

We didn’t give Cliche’ the love it deserved.

[jinn]

We didn’t give Cliche’ the love it deserved.

R U forgetting about JART? That’s reckless

[rawbertson.]

Sounds like you have never been to Europe
When I lived there (2012-2013), I noticed right away the mentality of most of the kids was far different than here. no one gave a shit about thrasher in Germany really - they had their own shit going on. They have thier own magazines, own pros, brands, etc.

Dont get me wrong they still had all the big shit. Flip was really big, but that is an international brand and they were doing tours in Germany. I noticed Cliche had a slightly stronger presence, but i would say in general, a noticable amount of kids rode local brands compared to where i am at. Baker etc. was obviously super popular still but i saw a ton of JART boards and stuff like that too. they repped their local shit way harder than back home where it had already been sold off to zumiez type stuff.

In Prague, there are 2 skate shops right across the street from eachother. They have their own boards and their own pros. A lot of them are backed by DC and shit. They have their own thing going on there and it feels way more grassroots and like super super strong. the skaters are incredible! stalin square is an amazing place i recommend anyone to visit. it felt like going to Love Park. completely different vibe than in germany. so i think every single country is going to have its own thing going on. there isnt as much of a drive for them to build big brands in thier countries i think... the big brands are the distributors and shops etc. the ones building up thier own army of pros.

[PatrickSkateman]

Sounds like you have never been to Europe
When I lived there (2012-2013), I noticed right away the mentality of most of the kids was far different than here. no one gave a shit about thrasher in Germany really - they had their own shit going on. They have thier own magazines, own pros, brands, etc.

Dont get me wrong they still had all the big shit. Flip was really big, but that is an international brand and they were doing tours in Germany. I noticed Cliche had a slightly stronger presence, but i would say in general, a noticable amount of kids rode local brands compared to where i am at. Baker etc. was obviously super popular still but i saw a ton of JART boards and stuff like that too. they repped their local shit way harder than back home where it had already been sold off to zumiez type stuff.

In Prague, there are 2 skate shops right across the street from eachother. They have their own boards and their own pros. A lot of them are backed by DC and shit. They have their own thing going on there and it feels way more grassroots and like super super strong. the skaters are incredible! stalin square is an amazing place i recommend anyone to visit. it felt like going to Love Park. completely different vibe than in germany. so i think every single country is going to have its own thing going on. there isnt as much of a drive for them to build big brands in thier countries i think... the big brands are the distributors and shops etc. the ones building up thier own army of pros.

I had so much fun skating Stalin Plaza. It felt like Love at 5 PM on a summer weekday in 2001. Can’t wait to go back.

I also had a lot of fun skating the Radhuset in Oslo.

Macba and Universitat were a lot of fun to skate.

So was Place de Republique in Paris.

I skated Milano Centrale every day for a week straight.

I’m skating a The National deck that I bought in Italy and that company is hands down the most underrated (and my favorite) European company. I really dig the HLC wood too.

[Gleefull508]

A little bit off topic but Im in Italy right now and this kind of skate shop/ kinda not had a bunch of element shoes? Is that just a europe thing or what because Ive never seen element shoes before. (I snapped a pic I can post if anyone wants its just on my phone, just basic shitty looking vulcs) Also Skating in Europe is just a different culture. Ive been to a lot of euro shops where they only have vans and flip boards because thats all they are able to get sent out to them.

[yghartsyrt]

Sounds like you have never been to Europe
When I lived there (2012-2013), I noticed right away the mentality of most of the kids was far different than here. no one gave a shit about thrasher in Germany really - they had their own shit going on. They have thier own magazines, own pros, brands, etc.

Dont get me wrong they still had all the big shit. Flip was really big, but that is an international brand and they were doing tours in Germany. I noticed Cliche had a slightly stronger presence, but i would say in general, a noticable amount of kids rode local brands compared to where i am at. Baker etc. was obviously super popular still but i saw a ton of JART boards and stuff like that too. they repped their local shit way harder than back home where it had already been sold off to zumiez type stuff.

In Prague, there are 2 skate shops right across the street from eachother. They have their own boards and their own pros. A lot of them are backed by DC and shit. They have their own thing going on there and it feels way more grassroots and like super super strong. the skaters are incredible! stalin square is an amazing place i recommend anyone to visit. it felt like going to Love Park. completely different vibe than in germany. so i think every single country is going to have its own thing going on. there isnt as much of a drive for them to build big brands in thier countries i think... the big brands are the distributors and shops etc. the ones building up thier own army of pros.

Dude , I’ve been living in Germany my entire life of 47 years. And yeah, there are strong local scenes with magazine and stuff and a lot of things are happening.
That’s not the point - on the contrary: this is where my question arouse…good skating - often in crusty terrain, good scenes and infrastructure, but in regards to appreciation, it feels like the US does not care that much.
But maybe that’s just the way the US usually thinks about stuff outside their home, due to the country being so large.

[alraunen]

i appreciate Sour & their skaters + videos. don't really care for their soft or hardgoods tho

i appreciate Polar cuz cool art direction + cool skaters + cool videos

i appreciate AD because best vids and best skating in da game

palace is meh. similar vain as supreme where unless ur sponsored by them, wearing it makes u a poser loser. heitor is sick tho

any other Euro brands worth mentioning? hardbody is sick. Isle is tight just cuz Mike Arnold

Damage, Dancer, Rave, Yardsale, POP, Rassvet, Skateboard Café, Blast, Öctagon, Bye Jeremy, Antiz, Film, Poetic, The National