Highsnobiety

Thrasher

ESTABLISHED

1981

HQ

San Francisco, California, USA

FOUNDERS

Eric Swenson and Fausto Vitello

INSTAGRAM

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.

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.

WHY IS THRASHER SO POPULAR?

The fashion pieces comes with a certain skater reputation that's synonymous with a youthfully rebellious distaste for authority and a vintage appeal that the brand was able to market at a great level. (Using the term thrash to describe the skate-obsessed gained popularity in the 1980s.)

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.

1981

Thrasher magazine is founded by Eric Swenson and Fausto Vitello

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.

1990

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

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.

2011

Thrasher’s first collaboration with Supreme lands.

2016

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.

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 a Thrasher team up with Dutch artist Parra with a riff on their own rip off design ‘Tharsher’.

2018

Supreme’s Tyshawn Jones wins Skater of the Year.

2019

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

Long-running Editor in Chief Jake Phelps passes away.

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Highlights

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    Thrasher's New adidas Collab Is Here & It's Not Just for the Skater Boys

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