ALLTIMERS

Alltimers is an increasingly respected New York brand that pushes its graphics driven apparel through the online coverage of its world-class skate team.

Their aesthetic draws heavily on popular culture with a cynical eye that is perfectly suited to skate culture. Skateboarding has always been the problem-child of western consumerism and affluence. It first developed from Californian surf scene, in the midst of one of the most prosperous states in the world’s most prosperous country. Without the smoothly paved roads, empty swimming pools and other concreted elements of the affluent urban landscape, there would be nothing to be skated. But street skating, even as it became a huge industry in itself, has stood against the mainstream culture it is contained within. It is this contrary relationship that Alltimers plays on perfectly. Take elements of popular culture and add an intelligent twist on it to make something new.

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