Rookie Skateboards, a brand born in downtown Manhattan in the mid-90s by Catharine Lyons and Elska von Hatzfeldt, was a true pioneer in skateboarding and streetwear. More than just a skate company, Rookie challenged the status quo with its progressive approach to inclusivity and unique aesthetic, setting trends that the industry has only recently caught up with. This is the story of Rookie, a company that was ahead of its time.
Rookie Skateboards founders, Catharine Lyons and Elska von Hatzfeldt, stand side-by-side, embodying the pioneering spirit of their brand
The Genesis of Rookie
In 1996, Catharine and Elska launched Rookie Skateboards, and while many now see the brand as being ahead of its time, a more accurate assessment would be that their approach to team building, brand identity, and art direction was simply spot on. It took the rest of the skate industry about 25 years to catch up with their vision. The spark for Rookie ignited at an art show near the Brooklyn Bridge in the fall of 1995, which included a ramp. The chaotic event made it impossible for anyone to skate, so Catharine and Elska were invited to return later when things calmed down.
This experience led to discussions about the lack of suitable women’s products in skate and streetwear shops. Elska worked at Swish Skate Shop, and Catharine at X-Large, and both observed that the products for women were either overly cute, juvenile, or hyper-sexualized. They saw an opportunity to create clothing made for women by women, filling a critical void in the market.
The iconic Rookie Skateboards door, adorned with graffiti, represents the brand's connection to the vibrant street art scene of 90s New York
Rookie’s headquarters was a former factory loft on Canal Street, accessible by a long staircase covered in graffiti from up-and-coming artists. The loft served as an office, warehouse, design studio, and home—the epicenter of New York skate culture at the time. As Elska recalls, it was a haven for the local skate scene and visiting skaters alike. Companies like Supreme, Zoo York, 5Boro, and Brooklyn Boards, all emerging from NYC then, offered support, sharing knowledge of manufacturing and logistics to help Rookie get off the ground.
Defining the Brand’s Look
Rookie stood out by creating apparel in smaller sizes tailored for women, always with unique, high-quality details. Their cut-and-sew cargos, made in NYC’s Chinatown, exemplified their commitment to craftsmanship and style. Rookie’s brand identity was clean yet raw, with advertisements blending skate photos and lifestyle shots that conveyed a sense of family while capturing the distinctive NYC vibe. Elska, who was from Australia, spearheaded the art direction and design, using her outsider’s perspective to highlight what made New York so appealing.
A vintage Rookie Skateboards advertisement, showcasing the brand's unique blend of skate culture and New York City aesthetics
Rookie’s board graphics featured artwork from talented up-and-coming artists, many of whom were friends with the Rookie crew. Artists like Espo, Dalek, Tiffany Bozic, and Princess Tina (Beci Orpin) contributed their art, which often became recurring themes on the boards throughout the seasons.
Jessie’s Introduction to Rookie
Jessie Van Roechoudt, a former Rookie team rider, met Catharine and Elska at a demo in San Diego in 1996. A simple business card exchange turned into a life-changing decision a few weeks later. While at JFK airport, waiting to fly home after a road trip, Jessie used some loose change to call the number on the card. It was the X-Large shop, where Catharine was working. Jessie bailed on her flight and headed into the city, a decision that proved to be a turning point in her life.
A vintage Rookie Skateboards advertisement featuring a skater and embodying the brand's early-90s style
Catharine welcomed Jessie, and soon, she was skating around SoHo with Rich from Brooklyn Boards and Harold Hunter. Jessie became one of the first riders on the Rookie team, joining Kyla Duffy and Lauren Mollica. This introduction was a magical beginning to her skating journey in NYC.
An Inclusive Team from the Start
From its inception, Rookie championed an inclusive team, featuring women alongside men. They strived to represent women in the industry and create a diverse skate company. While some viewed Rookie as a “girl’s company,” this was a misinterpretation. The team included Kyla Duffy, Lauren Mollica, Jon Klein, Jaime Reyes, Sean Kelling, Stephanie Thomas, Shane Medanich, Amy Caron, Tino Razo, Lisa Whitaker, and Jessie Van. International riders like Dave Chesson, Simon Skipp from the UK, and Monica Shaw from Australia also rode for Rookie through international distributors.
A group photo of the Rookie Skateboards team, showcasing the brand's commitment to inclusivity and diversity
Lisa Whitaker, founder of Meow Skateboards, cites Rookie as a major influence. Both companies acted as catalysts for more inclusive representation in the skate industry. Lisa explains that Rookie provided a unique sense of belonging that she hadn’t experienced elsewhere. The company was pivotal in providing early opportunities for female riders like Jaime Reyes, Jessie Van, and Elissa Steamer, with Vanessa Torres and Amy Caron following in their footsteps.
The end of Rookie coincided with an economic downturn in the industry, leading to a lack of support for a new generation of female skaters, including Marissa Del Santo, Alexis Sablone, Leo Baker, and Mimi Knoop. This lack of representation motivated Lisa to start Meow Skateboards, to continue the fight for inclusivity and equality in skateboarding.
Rookie’s pioneering vision was not universally understood at the time. Many were stuck in an insular perspective and failed to see the potential for change. However, today, Rookie’s lasting impact is evident with brands like There, Glue, and Vans embracing diverse teams. Rookie Skateboards paved the way for this new norm, proving that inclusivity is not just a trend, but a fundamental value that benefits everyone in the skate industry.
A vintage Rookie Skateboards advertisement featuring a diverse group of skaters, reflecting the brand's inclusive ethos
Words by: Jessie Van
This article was featured in Quell Skateboarding’s “The New York Issue”
