“Live to skate! skate or die! with this motto i survive! you don’t stop boarding when you get old, you get old when you stop boarding”

Skateboarding is one of the few sports that has become a real way of life. The skate culture and its aesthetics have influenced since the 80’s until now the world of music, fashion, art, cinema and photography. Many designers have taken the iconic pieces of clothing of this youth culture to reinvent them: tight pants, t-shirts paired with sweatshirts with hood, slip-on shoes and more have become a new creative concepts for designing collections. We selected for you some brands that have review the skate style in their contemporary vision.


Huf was founded by Keith Hufnagel. Grown up in New York, lover of skateboarding, in 1992 decided to move to San Francisco to follow his greatest passion. Soon thereafter, Hufnagel became a professional skater. In those years he opened a small boutique in the Tenderloin district of San Francisco. The aim of Hufnagel was to bring together under one roof the most respected brands in the skater world. He called the store Huf, where he integrated into a single label what symbolized the skateboard, streetwear and urban fashion. The brand looks to classic american art and to timeless design with modern details in order to produce clothes that incorporate past, present and future. Huf offers a unique range of products that reflect sophistication and modernity. The label took part in many exclusive collaborations: with Snoop Dogg, Supply Co. and Haze, Kendrick Lamar and many others.


 Alex Olson is a Los Angeles professional skateboarder and the founder of the brand Bianca Chandon. Son of the skateboarding legend Steve Olson, in 2014 Alex decided to create his own brand. The line was born from the images of two icons like Bianca Jagger and Olivier Chandon. Everything about the Bianca Chandon line is meticulously thought, every piece is available only in a limited editions and the fashion advertising of the brand display beautiful girls with long hair, with shirts and high-waisted trousers. A strong message inspired by the love for the seventies skater subculture. More than onces the label has been recognized as leader in skaters fashion. Bianca Chandon unified the opposing worlds of the skate culture and fashion with a subversive approach, with collections that speak of the first club culture and the beginning of nineties sportswear. The brand has had several collaborations for example with the legendary New York club Paradise Garage. Bianca Chandon differs from most of the other labels creating its real strength in the embrace of the subcultures.


Founded in 2011 by Pontus Alv in Malmo, Sweden. In few years Pontus alongside creative minds of Stefan Narancic and Jacob Ovgren succeeded to take off his brand. For many years Pontus Alv has been involved in the european and world skateboarding scene, showing his unconditional love for this sport and for the DIY culture. Pontus launched his brand Polar Skate Co. in Europe, focusing on the production of quality clothing and products with a unique aesthetic. The label is recognizable not only  for iconic hats, t-shirts and hooded sweatshirts but also for their events and videos, that lead the brand to the worldwide fame. In 2013 won the prize for european skateboard society of the year. Pontus combines in his collections his skater vision and a strong graphic that came from the fashion industry. In 2014 Polar Skate Co. realized a collection with the brand Converse All Stars and another one with Carhartt. Pontus is the art director, illustrator, filmmaker, publisher, skaters and the innovator of the DIY art. With the help of co-founder and artist Stefan Narancic, he managed to ensure that the Polar Skate co. quickly became known for its impressive graphics with surreals disjointed and modern illustrations, original and intriguing in their own way.