Brands Back From Dead Jenkem Giurato
The saying “Just because you can doesn’t mean you should” seems to be lost on some executives who are reviving skate brands in 2022. While these brands had their glory days, bringing them back without the original passion and people often misses the mark. It’s not that these brands are inherently “bad,” but a company’s soul is tied to its people. Once a company is sold for parts, its essence is lost. So, instead of rehashing the past, perhaps it’s time to start something new.
Fallen: A Brand That Can’t Seem To Rise
Fallen shoes
The irony isn’t lost on anyone that Fallen’s slogan is “Rise with the fallen,” yet the brand seems unable to do so. What made the original Fallen run special was capturing a specific moment in time. The emo-inspired, Hamburglar-esque aesthetic worked then, but it doesn’t resonate with today’s skateboarding culture. Perhaps a turn towards full-blown Satanism could inject some much-needed personality, since everyone knows the devil sells.
Mystery: The Same Story
Mystery Skateboards logo
To save both time and space, the same criticisms leveled at Fallen apply to Mystery. The magic is gone, and what’s left feels like a hollow imitation. These brands’ revivals lack the spark that made them popular in the first place.
Gravis: Dylan Rieder’s Legacy
Gravis Shoes
Let’s be honest: what made Gravis special was Dylan Rieder. Arto Saari deserves some credit as well, but the brand’s identity was largely built around Dylan’s style and influence. Without that, Gravis struggles to find a purpose. The current Gravis shoes are nothing special; you could find similar styles in any clearance bin at Zara, making them unappealing to skaters. It’s not just about the product; it’s about the unique persona behind it.
Satori: Misunderstanding the Market
Satori Movement logo
The decision to resurrect Satori seems to stem from a misinterpretation of the market. It’s as if someone thought that because skaters might be interested in the return of IPath, they’d also be interested in Satori. That’s like thinking Coldplay could satisfy Radiohead fans. The niche audience that once supported Satori might not be interested in a revival. The brand seems to be chasing a demographic that’s no longer there, or was never there to begin with.
Axion: Stuck in the Past
Axion shoes
Axion appears to be completely unaware of its past association with a specific subculture—the kind of guys who wore suits to court. The fact that they haven’t updated their design aesthetic since their initial crash and burn is baffling. The brand’s website shows shoes that are relics of the past, and they’re still targeting the same demographic. It begs the question: why bother coming back if you have no new ideas or a fresh vision?
Vision Street Wear: Selling Out at Walmart
Vision Street Wear logo
For a skate brand to be selling at Walmart is, frankly, a low point. While targeting the “value and affordability” market can be good business, doing it with a brand as iconic as Vision Street Wear feels like a betrayal. Seeing Vision shoes in Walmart is disappointing, and using the brand to sell cheap shoes risks further diminishing its reputation. The fact that they’re also still producing Gator’s board is simply baffling.
Conclusion
Reviving old skate brands is not always a good idea. These companies often lack the original passion and vision, resulting in products that feel like pale imitations of their former selves. Instead of trying to resurrect the past, perhaps it’s time to focus on creating new brands with fresh ideas and genuine passion for skateboarding.
Words by: James Lee
Illustration by: Michael Giurato
