The dream of owning a skate shop with your friends, creating a hub for the local scene, is a common one among skateboarders. For Danijel “Jugga” Stankovic, Per Larsson, and Louis Wood, this dream became a reality with EVA Skateshop in Stockholm, Sweden. Originally a board company launched in 2020, EVA has evolved into a vital skate shop that offers its own line of hardware and merchandise, most notably a metal riser pad for the renowned Danish skater Ville Wester. We caught up with the EVA crew to discuss their unique products, the shop’s role in Stockholm, and their commitment to keeping skateboarding fun.
From Board Brand to Skate Shop: More Than Just Hardware
EVA’s transition from a board company to a full-fledged skate shop was driven by a desire to create a tangible space for their brand and the local skate community. “It’s a shell hardware company so we can make silly t-shirts, throw parties, and go on trips,” Per explains, emphasizing the fun and community-focused ethos behind EVA. Jugga adds, “We’re a family regardless of what the product or the outcome will be.” This family-oriented approach is at the core of their operations and decision-making process.
The development of Ville Wester’s signature metal riser pad is a testament to their collaborative and innovative spirit. Jugga recalls, “Ville and I got drunk one night and he told me, ‘If you make me a metal riser pad I’ll ride for Eva.’” After 18 months of hard work, with assistance from Moritz Alte, the unique metal risers became a reality. This underscores EVA’s dedication to creating quality products with a personal touch, a strategy that allows them to connect with skaters on a deeper level.
The Allure of Metal: Why Metal Risers?
The decision to create metal risers wasn’t just about novelty; it was about responding to a specific preference. As Per puts it, regarding Ville’s preference for metal, “This was Ville’s actual answer regarding why he wanted a metal riser: ‘Because I like metal.’” This simple yet compelling reason highlights the personal and often quirky nature of skateboarding. The extensive production time, as Jugga describes, was due to the challenges of sourcing specialized materials and finding partners who could accommodate their small-scale production needs. “Sourcing always takes time and you have to trust the process,” Jugga explains.
EVA’s Impact on the Stockholm Skate Scene
EVA’s influence extends beyond just their products; they are actively shaping the style and culture of skateboarding in Stockholm. Jugga notes that Ville Wester’s influence is considerable, “I’m sure Ville inspired a lot of skaters out here. Who wouldn’t wanna look like a baggy, black metal Norse god with that perfect smile!” However, he also credits Sebbe Dianoff as “the most stylish person here”, demonstrating the diverse influences within their community.
While acknowledging that the skate market might feel stale, Per believes it’s more about losing the passion for products. “I used to buy products and just look at them instead of using them,” he shares, reflecting a nostalgic perspective. This is a sentiment that EVA aims to revive, emphasizing creativity and enjoyment. Inspired by brands like Shorty’s with their “brand within a brand” approach, and the camaraderie of Fourstar’s Super Champion Funzone, EVA strives to foster a similar sense of community.
The Importance of Physical Space: The Flagship Store
The decision to open a flagship store was crucial for EVA’s mission to solidify its presence in Stockholm. “The next step was always to get a real space where we could showcase our products and vibe,” Per explains. It wasn’t just about sales; it was about creating a central location for skaters to meet and connect. Despite the challenges of opening a physical store in today’s environment, Jugga notes, “To make the brand come to life and show the locals that we are committed and ready to put some energy back into the city.” This commitment highlights their dedication to the local scene and their desire to contribute to the community.
Stockholm vs. Malmö: A Tale of Two Skate Cities
While Stockholm has a rich skateboarding history, it’s often overshadowed by Malmö. Jugga points out that “Stockholm ran Swedish skateboarding, from the late 80’s all the way to 2010,” highlighting its historical significance. Per explains that Malmö’s success is due to its “working-class city” ethos and the collaborative environment between the city and its skaters. This insight sheds light on the different dynamics at play in the Swedish skateboarding landscape.
Advice for Aspiring Skate Shop Owners
For those dreaming of opening their own shop, Per emphasizes the importance of having a strong mission: “Ask yourself WHY and find a good answer. If you don’t have a mission it’s going to be tough to show up every day.” Jugga adds the importance of preparation and community involvement, “Be ready to dedicate all your time, it’s a bumpy road.” They both agree that while owning a skate shop is challenging, the experiences and learnings are invaluable.
The Role of Skate Shops in 2024
In 2024, the importance of skate shops cannot be overstated. Jugga notes the decline of skate shops in Sweden, from 27 in 2009 to only 6 or 7 currently. “Everyone has the opinion that shops are important,” he states. EVA is taking the initiative to lead by example by maintaining their physical store. Per sees skate shops as places for inspiration, community, and belonging: “Hopefully, newcomers can teach the next generation that a shop experience can be so much more than just spending your money.”
The Fun Side of Skateboarding
When asked if they would steal candy from a baby to make rent, Per jokes “No baby should eat candy. So yes,” while Jugga adds, “Steal the baby, leave the candy!” This playful exchange encapsulates their approach to skateboarding: serious about the culture, but never losing sight of the fun. The perfect song to open their shop to? Anything that drowns out the “Never ending story” that their neighbor plays on repeat.
Challenges and Future of EVA
The transition from a board brand to a hardware company wasn’t without its hurdles. Per admits, “Being patient, keeping it real, and creating something genuine” was difficult. They avoided focusing on quantity over quality and stayed true to their vision. Jugga highlights the financial challenges of board production and the difficulty of competing with larger platforms. Despite the challenges, EVA remains committed to its path.
When asked about losing team riders to other brands, Per notes that while conversations should include EVA, they were happy for Gabbe Viking’s success with Sci-Fi. “We’re all very happy for him and he deserves to see the world and the world deserves to see him skate,” he stated. EVA’s family approach has allowed them to pivot to hardware and continue making things with their crew.
EVA and the Global Skate Market
EVA is focused on building their brand organically. When asked why more European brands don’t cross over into the American market, Per explains, “I think us European brands have to figure out our own shit first before trying out the American dream.”
Finally, when discussing why Swedish skaters excel at mini ramps, Per thinks it might have to do with the Swedish mentality and preference for that type of skating, while Jugga credits the long winters and indoor skating culture.
As for the future of EVA, Per states, “Make more fun pro-ducts and take on more pro-jects!” They are dedicated to not only growing their brand but to contributing to the skateboarding world at large. EVA’s story is one of passion, innovation, and community, highlighting their potential to bring a unique energy to the global skate scene.
