“Don’t mind me, I wrote this rhyme lightly/off a two or three Heineys, and boy was they fine, gee” (MF Doom)


Wanna follow me for a minute to the skateboarding early 90s? That era had a few skate brands and to be a pro was a title that not many could put under their belt. At the time a pro was not only filming video parts, but also touring to be an ambassador for the sport. Video parts were fewer than today, the internet was non-existing yet, so demos were crucial to the eyes of people attending: a half assed show was not even an option. At that time since a few companies were sharing the incomes of the skateboarding world and they were moving quite a few units as far as skateboard decks, a top pro had rockstar status, to put it simple. The first demo ever I saw had Tony Hawk, Mike Mc Gill, Cab and Tommy G showing their stuntwood skills and you can bet that they would been stayin in a four star hotel, going to eat at restaurants and doing all the tourist-like shopping that goes with it. Less then a decade ago, Cliché skateboards flipped the script on the above set up quite drastically. A company in the game for the love of skateboarding, when they were tryin’ to reach the economic stability they have today, they came out with a pretty unique idea: the Gipsy tour. The “boot camp like” attitude was the following: if you really enjoy skateboarding, you gotta tour with your teammates at nearly no budget, with only 10 euros per day, camp around wherever and not to be a pu**y. “Wow, a bit hard” you say? This little game was one of the key points in Cliché strategy that put them on the map. Being them mostly French, they love to party when they’re at home in an average situation, I know this for sure. So it’s funny then that they come up with such an idea of “bugdet party kit” on a tee shirt: Who cares about meat in an hot dog?! Gimme a beer instead! Feel free to ask to Blast! distribution a bottle opener just like Martina B in these pics needs…


Chi mi vuole seguire per un minuto nei gloriosi anni 90? In quel periodo c’erano pochissimi skate brands ed essere un pro era un titolo di cui pochi potevano fregiarsi. Veri ambasciatori dello sport, i pro skaters in quel periodo erano delle sorta di autorità che giravano il mondo per diffondere lo skateboarding ed ogni volta che davano dimostrazione pubblica delle loro abilità lasciavano il segno ed i racconti su quello che avevano fatto durante la demo sarebbero continuati per dei mesi. Visto il florido periodo commerciale dello skateboarding di cui si parla, i pro erano alloggiati in hotel a quattro stelle, cenavano al ristorante e facevano l’annesso shopping da turista americano. Erano delle vere e proprie rockstar. Meno di un decennio fa Cliché skateboards invece ha capovolto lo spettacolo con il Gipsy tour. Amate lo skateboarding? Volete skateare spots nuovi con i vostri compagni di team? Dimostratelo! Il tour consisterà di campeggio random, 10 euro da spendere al giorno e zero menate. Se vi sembra una linea duretta da seguire è altresì vero che tale mossa li ha avvicinati molto alla realtà “a budget” dello street skater medio ed è stato uno dei punti di forza del successo di questo brand. Da qui la tee shirt che vedete, dove i nostri Cliché pros si semplificano la vita con la seguente linea d’azione: “non perdiam tempo con la carne, facciamo un pane e birra”. Sentitevi liberi di chiedere a Blast! distribution un apribottiglia, che è quello di cui ha bisogno pure Martina B in queste foto…

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  1. ESQUEEZY 3 July 2012
  2. ESQUEEZY 3 July 2012

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