Founded in 2010 in Paris by brothers Vivien and Jean Feil together with Soy Panday, out of a shared flat on Boulevard Magenta – hence the name. The trigger was dissatisfaction: skateboarding felt corporate-planned to them at the time. Soy does the graphics, Vivien runs the company, Jean handles shipping and photos. The videos are quiet, filmed in cities nobody else bothers with.

Decks, wheels and apparel.