Founded in January 1981 in San Francisco by Fausto Vitello and Eric Swenson – the same people who built Independent Trucks. Originally the magazine was mainly meant as an ad vehicle for their own trucks. It turned into the institution: Skater of the Year, "Skate and Destroy", videos, blog. And eventually a flame logo you see on people who've never stood on a board – which the magazine itself comments on regularly.

Magazines, T-shirts, hoodies and kids pieces.