Category
Brand
Brand
Zero
Zero Skateboards, known for its skull graphic, based in Carlsbad, California, was founded in 1996, starting as a clothing brand under Toy Machine. Thomas proposed the idea, and it was dubbed Toy Machine Zero Division before Thomas became independent. Zero has gained a reputation for creating “hesh” skateboarding, with Thomas wanting Zero to represent the underdog or outsider skaters. The Zero logo was inspired not only by Thomas’ interest in classic rock but also by military logos and how bold they were. The first full Zero video, “Thrill Of It All,” was released in 1997 while it was still just a clothing brand. In 1999, Zero released “Misled Youth,” which some would argue is the best Zero video to date. This video was loved for its authenticity, rawness, and harshness, showing some of the brutal slams skaters would take to land tricks. Thomas continued to operate Zero, sponsoring notable skaters such as Chris Cole, a two-time winner of S.O.T.Y. In the 2005 “New Blood” video by Zero, you can see Chris Cole’s famous 360 flip down Wallenberg. The Zero team would go on to win three King of the Roads in a row. From 2014 to today, Thomas decided to break ties with Blackbox and work together with Dwindle Distribution company, which also works with brands such as Enjoi and Blind Skateboards, to handle the corporate side of work, leaving the employees as the creatives. Zero continues to put out videos, with their most recent being “Less Than Zero,” applauded for its loyalty to pure raw skating. Notable skaters currently riding for them are Chris Cole, Tommy Sandoval, Dane Burman, and an exciting pick, Teha, who is a dog! Zero still sells many old graphics, unlike many other companies, letting customers feel the same nostalgia as in the 90s when the brand first emerged.
Author: Courtney Pegram
