Thrasher

Thrasher

Timeline
Information
Bio

Founded in 1981 by entrepreneurs Eric Swenson and Fausto Vitello, Thrasher began as a venture to promote the duo’s skateboarding hardware company, Independent Trucks. Thrasher has since made its mark on the community as the ultimate resource for news, reviews and interviews, produced and written almost exclusively by skateboarders, for skateboarders. Earning the nickname “The Bible” among skaters, its success makes it the longest running and most popular magazine in the community. The mid 2000s saw merchandise become a hit amongst off-duty models and celebs alike – much to the chagrin of the magazine itself – yet the publication continues to stay true to its roots with a focus on high-quality skateboarding content over celeb-endorsed collaborations, boasting a brash and fiery attitude encapsulated in its motto “skate and destroy.”

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1978

Richard Novak, Jay Shiurman, Eric Swenson and Fausto Vitello co-found the Independent Truck Company with the aim of introducing a high-quality skateboard truck to the community.

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1981

Thrasher magazine is founded by Eric Swenson and Fausto Vitello

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1983

Thrasher releases its first music compilation titled ‘Skate Rock.’ Released on cassette it features a horde of Californian punk bands, many fronted by skateboarders. The series continues for a further six volumes – all available for purchase directly from the magazine.

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1990

Thrasher’s first Skateboarder of the Year is named as Tony Hawk.

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2003

Thrasher’s inaugural King of the Road skateboarding competition is held. Over a two-week period, a group of pre-invited teams of professional skaters are invited to partake in a series of challenges with points awarded at the completion of each as they travel across the United States. The competition has been held every year since with two exceptions in 2008 and 2009. On top of a trophy and cash prize, the winning team earns the coveted Thrasher cover.

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2011

Thrasher’s first collaboration with Supreme lands.

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2016

Thrasher’s now iconic logo tee makes its mark as a staple amongst fashion gurus, spotted on the likes of Justin Bieber and Rihanna. The popularity of the flame logo sparks a war of knock-offs and bootleg variations with Thrasher publicly calling out brands like H&M and Forever 21.

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2017

Thrasher collaborates with Vans to produce the Red Hot collection making use of the now-iconic flame logo. Thrasher drops collaborations with the likes of BEAMS, Beauty and Youth and a pop art inspired collection with Supreme. Amid an array of knock-offs Thrasher team up with Dutch artist Parra with a riff on their own rip off design ‘Tharsher’.

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2018

Supreme’s Tyshawn Jones wins Skater of the Year.

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January 2019

Rumors of a further Supreme collaboration spread as the brand celebrates its 25th anniversary.

 

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March 2019

Long-running Editor in Chief Jake Phelps passes away.

 

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Established

1981

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HQ

San Francisco, California, USA

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Founder

Eric Swenson and Fausto Vitello

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What is Thrasher?

Thrasher is a seminal skateboarding publication. Since its beginnings in 1981 it has been a bastion of skateboarding. Abrasive in its style but never lacking in knowledge it continues to encourage an unfaltering sense of community amongst skateboarders, standing welcome with open arms, but only if you don’t mall grab. The current circulation is approximately 250,000 and Thrasher is published by High Speed Productions.

 

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Where did the Thrasher font come from?

The Thrasher font (known as Banco) was designed by Roger Excoffon, a designer who specialized in typeface. The font and flame logo have been the source of problems for Thrasher as they battle bootleg merchandise – including lodging trademark infringement complaints against retailer H&M. The flame logo, wheels and skull logo and typeface have all been utilized and explored throughout the publication’s collaborations with skateboarding and streetwear giants, regularly teaming up with the likes of HUF and Supreme.

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